Toyota Brand Management Assignment

Brand management

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Introduction............................................................................................................................1
TASK 2............................................................................................................................................5
1)Toyota brand portfolio strategy...........................................................................................5
Branded house-.......................................................................................................................6
2) Hierarchy management of brands......................................................................................6
3) Strategy for managing brand equity within organization...................................................7
TASK 3............................................................................................................................................9
Brand leveraging-...................................................................................................................9
1) Leverage able strength of Toyota ......................................................................................9
2) Weaknesses .....................................................................................................................10
3) Collaborative and partnership agreements.......................................................................11
TASK 4 .........................................................................................................................................11
1) Brand values.....................................................................................................................11
2) Brand awareness-.............................................................................................................12
3) Market share- ..................................................................................................................13
4) Consumer attitude- ..........................................................................................................13
5) Purchasing intent-.............................................................................................................14
CONCLUSION..............................................................................................................................14
REFERENCES .............................................................................................................................15

INTRODUCTION
Brand management in the marketing is the analysis and strategy about brand sustain in
the relevant market. Create a good bonding with target marketplace is most important task for
brand management (Bagozzi, Batra and Ahuvia, 2017). Product look, price, packaging etc. are
the tangible elements of it. Customers satisfaction, relationship are intangible factors of this. It
uses special techniques to increase perceived values of products. Brand equity is a verb used in
the marketing industry which explain values of having a well known brand name. Optimum
Impression Ltd and Apple both are two different organizations which apply various methods to
increase their brand value in the market. Report will explain brand equity and its strength, brand
success through Keller's model, Apple portfolio strategy. It will describe Brand leveraging,
weaknesses and strength of Apple and measuring or managing brand awareness, market share,
customer attitude.
TASK 1
Introduction
Brand- A brand is a name, design, symbol or feature of a product which differentially
define organization or goods from its competitors in the eyes of customers. It is useful in
business, marketing & advertising. Brand is seen as one of the most valuable assets of
organization. It represents face of company, identifying logo, mark that people associate with
productive enterprise.
Brand equity- It related to a value premium which an organization create from a products and
services with a frame name when compared to generic equivalent. Mass marketing campaigns
helpful to generate brand equity (Borkovsky and et.al., 2017). The main purpose of brand equity
to make goods memorable, easily identifying, best in quality or reliable from competitor
products. It is the measurable of a brand's value and validation of it through assessing
effectiveness of branding components. Brand equity has three components which are customer
perception, positive & negative effects and value of results.
Customers perception- It includes knowledge or experience of customers with brand and
products.
Positive or negative effects- Consumers segments decide that is brand equity is positive or
negative. If it is positive then organization financial status will be strong but its negative, in this
situation company market condition is not good.
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Values of results- Results always in the form of customers response or feedback for company's
products.
Source : [Aaker Brand Equity Model, 2016]
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Illustration 1: Aaker's brand equity model