An Analysis of Brand Management Practices: The Toyota Example

This report provides a comprehensive analysis of Toyota's brand management practices. It begins with an introduction to brand management and its significance, followed by an examination of brand building and management over time, including the importance of branding and its impact on customer recognition, business value, and employee satisfaction. The report then delves into how Toyota organizes its brand portfolio, strategies, and hierarchies, including Keller's brand equity model. It explores the techniques for measuring brand value, such as Aaker's brand equity model, and discusses the importance of public relations, digital marketing, search engine optimization, and social media in brand strategy. The analysis covers brand loyalty, awareness, perceived quality, brand associations, and proprietary elements. Overall, the report offers insights into Toyota's successful brand management strategies and techniques.

Brand
management

Table of Contents
INTRODUCTION...........................................................................................................................3
LO1 .................................................................................................................................................3
Understanding brand building and manage over the time .........................................................3
LO2 .................................................................................................................................................7
Brand organised the portfolio, strategies and hierarchies built and managed. ...........................7
LO 3 ................................................................................................................................................9
Brand managed the collaboration and partnership both at the domestic and global level. ........9
LO 4 ..............................................................................................................................................10
Different types of techniques for measuring brand value.........................................................10
CONCLUSION .............................................................................................................................12
REFERENCES .............................................................................................................................13

INTRODUCTION
Brand management is a planning and analysing the brand perceived in the market. It
develop the good relations with targeting market that is essential for the brad management. It is
tangible elements of the brand management that involve the products and services itself such as
the price and design etc. Toyota is a multinational automotive manufacturer and it corporate with
the structure consisted with the 364,445 employees worldwide. It is sixth largest company by its
revenues. It is world's first auto mobile manufacturer who produce more then the 10 million
vehicles per year. This report will examine the understanding of the brand I build and managed
over the time and also the brand organised in portfolios, brand hierarchy are managed and build.
Furthermore, it describe the brand leverage and extend over the time domestically and
internationally and also the techniques for measuring and managing over the time(Rosenbaum-
Elliott, Percy and Pervan,2015).
LO1
Understanding brand building and manage over the time
Branding
It is a practice of marketing in which Toyota creates name, symbol and design which is
easily identifiable and belonging to the organisation. branding is important for not only making
memorable impression on customers but also it allows the customers for what to expect by the
company. Brand built the real and true representation of the business.
Branding is important for the company because it overall impact the company and it can
change the percept of the customers for brand and also drive the company for increasing the
awareness of the brand.
There are some points which has been describe the importance branding as the marketing
tool such as;
Branding gets recognition:- Branding is one of the most important tool of the marketing
where it is important for Toyota to get recognised and also becomes know for the customers. The
first thing which comes in branding of the company is logo which is most important element of
the branding and marketing tool and it has been concerned, it is essential for the face of the
Toyota. From having the professional design of the logo is powerful and easy memorable which
make the impression on the customers at first glance(Heding, Knudtzen and Bjerre, 2015).

Branding increases business values:- It also increases the values of Toyota which try to
generate the future of the Toyota and also strongly established the brand and giving the company
more leverage in the industry. It makes more appealing investment opportunity because it has
been firmly establish the place in the market.
Branding generates new customers:- Good brand always generate customers and have
no trouble for the referral of the business. Strong branding basically means that there is positive
impression of the company among the customers when the Toyota brand has been established
then it is word of mouth will be the best firm and also make most effective techniques of
advertising.
Improves employee pride and satisfaction:- When the employees work for strong
brand and truly stands behind the brand then it will be more satisfying with the job and also
higher degree of pride in work. Working with the most reputable company help regard among
the public makes the work for the Toyota and also more fun-filling and enjoyable(Atwal and
Williams, 2017).
Create trust within the marketplace:- its important to have the professional appearance
and also well strategies which help the Toyota fro building the trust with the customers and also
customers. People are more like for doing the business with the Toyota which has been polished
and professional portrayal. From being properly branded gives a positive impression of being the
experts of the industry and make the public feel so they can easily trusts the company's products
and services which has been offered and the way to handle the business.
Branding support advertising:- Advertising of the brand is an another component of the
brand and also advertising strategies which directly reflect the brand and its desired portrayal.
The techniques of the advertising involves such as the promotional products easily creates trust
company such as the outstanding branding makes easy for creating the appealing and cohesive
advertising strategy which plays for the goals of branding.
The several business best practices which has been emerged in business;
 Asses yourself
 Surround yourself with good team
 Asses market and competitors
 The ability to recognise the opportunities
 Costing and pricing

 Good terms of trade and paperwork
 keep clear records
 Be tax compliant
 Planning
Brands managed successfully over the me by using the application appropriate model
Aaker's brand equity model has been determined by interdependent of five factors which
has been explained over the brand equity and also just take the factors fro influencing the brand
equity(Rauschnabel, 2016). It concerns;
Brand loyalty:- It is a key component of the brand equity where the Toyota strives for.
Customers continue to bought and positively engage with the brand and also become valuable
assets for the brand equity. It means that some customers continue buying the products and
services from Toyota rather then competing other brands. It is a type of positive feeling for the
brand an also the dedication for purchasing the same products and services repeatedly and also in
future from the same brand. It also demonstrate with the behaviours.
Brand awareness:- It basically means that the customers familiar with the image and
qualities of the particular brand of products. It means the permanent customers recall and
recognise the brand. It is a key to considerations in the behaviour of the customers, advertising,
management of the brand and also the development of the strategy. It is the ability of the
consumers to recall the Toyota is central for purchasing the decision making. It is a key indicator
of the competitive performance of the market.
Perceived quality:- it has been defined as the perception of the customers and overall
superiority and quality of the products and services for its intended purpose and also relative to
the alternatives. It is the first perception of the customers(Kelly, Jugenheimer and Sheehan,
2015).
Brand associates:- it is a experience for distinguish the customers of the Toyota or the
products and services which has been rivals the eyes of the customers. The brand associates
using the business, advertising and marketing. It is a practice of branding which though of begun
the business.
Other proprietory:- other proprietory is define the Toyota as the stand alone brand
which competes all the other brands in the market place. proprietory lines and brands has been
provide the distributor with complete ownership and also control the product lines and brands. It

makes the product lines and also the brand that the distributors marketing and sales strategies
which has been developed specifically to build the awareness of its own products.
There are some key components of strong brand equity and brand strategy fort building
and managing;
Public relations:- it is one of the most important key element of the because having the
strong public relations incorporate the reputation management and though the leadership
promotions. For establishing the goals of the Toyota its important for the key performance and
also clearly define the segments and targets the audience which is the first step in building the
strategy of the public relations. It also understand the key audience of the Toyota and also find
out the reports, analyst and the social influencers which follow the audience for targeting. For
creating the comprehensive list for targeting the position, outlet and area if the coverage(Pappu
and Christodoulides, 2017).
Digital marketing:- it can also leverage the digital marketing tactics for evaluate the
brand strategy and results of PR. It is a large component of this content on marketing. It is
critical for creating the ongoing content and also the blog posts, though about leadership. For
example; it it can develop the data driven with white paper, and make it downloadable t the
website then it capture the visitor contact information for building the email marketing and also
the prospects list.
Search engine optimisation:- in the addition to the digital marketing initiatives, it has
been optimise the search engine where as it is also important part fr the brand strategy and also it
is depended upon the high quality and authority for leading to the search engines such as google.
It improve the SRO results by including the back links to the websites and also helps the raise of
the search visibility of the Toyota.
Social media:- it is one of the valuable tool for the content promotion and it also allow
the for sharing the perspectives of the corporate and also engage with the business influencer on
more personnel levels. Toyota uses the social media for increasing the brand awarenesses and
also about the new products and service which clearly define the features of the products and
services(Chernev, 2018).

LO2
Brand organised the portfolio, strategies and hierarchies built and managed.
Portfolio management:- It refers to the approaches which has been applied for the
efficient portfolio in order to generate the highest returns which is possible and lowest possible at
risk. It is basically defined as the art and science of taking and making the decisions towards
investment policy and mix, matching investment to the goals and objectives, assets locations and
balance the risk against the performance.
Brand hierarchy:- It means for summarising the brand strategy for displaying the nature
and numbers of common and distinctive elements of the brand across the Toyota products
revealing the explicit of using the name of Toyota as the product brand name.
Brand equity:- It is the commercial values which derives the customers perception of the
brand name of the particular products and services rather then the form of products and services
itself.
Keller's brand equity model
There is nothing quite then the strong image of the brand. It build up the reputation of the
Toyota in the mind of the customers and also have a better chance for growing more over the
time. This model has been take the shape of the pyramids and pyramids has the 4 levels. There
are the steps of brand equity pyramid which has follows;
Identify:- It is basis for figuring out and communicate and also what is brand all about.
Its important that people are aware about the brand because it need to make sure they get the
right message. it define the brand, its benefits and also provide the right key message. It also
check the customers for understanding and intended the image. The positive impact of the brand
identity is it identify the brand which has been understand by the people and also recognise
clearly and on the other hand the negative impact is sometimes all the needs are not fulfilled by
the Toyota according to the needs and demands of the customers(Piehler, Grace and Burmann,
2018).
Meaning:- with the general identity in the place, it has been going to the next step where
it crave out the meaning for the brand which will begin to build the loyalty within the audience.
Brad meaning is going to beyond the quality of the products and services and the price point
which has been use at market. Its important to build the meaning of the brand around the umber
of different things which include the commitment of the specific social causes and also the

dedication of the customers services. It means going to give the main reasons for being proud of
purchasing the products of Toyota and reasons fr come back at the time. The positive aspect of
the meaning is to identify the performance and parameters facility has been provided ad also the
quality of the services and on the other hand it also show the negative feedbacks of the customers
openly which affect the brand name.
Response:- Once the customers make purchase from the Toyota then its necessary that
the customers live up the brand image which has been attempted for building the pyramid and if
the company delivering the great quality of the products and services then it keep the importance
in everyone's mind and also customers will respond to the products. The advantage of the
response is it takes feedbacks from the customers about the service of the company and the
disadvantage is it find the area of the improvements for the company(Gorgitano and Sodano,
2019).
Relationship:- it is top of the brand pyramid which finds the relationships within the
concept of the resonance. It is much difficult to climb the pyramid and building the brand equity
is one of the greatest challenge which has been faced by the Toyota , but is also exciting
opportunity for building the tremendous values. It is most difficult to achieve because its not
easy to build the relationship with customers. The positive impact of the relationship it makes the
connection with the customers and feel them good and negative impact is its not easy to make
the customers regular buyers of the Toyota.
Illus
tration 1: Brand equity 2018
(Source:Brand equity. 2018)

LO 3
Brand managed the collaboration and partnership both at the domestic and global level.
Microsoft has announced the new patent with the licensing agreement with the Toyota
which involves the broad coverage for connecting to the technologies of the car. The agreements
which has been build on the Microsoft and Toyota for the strong partnership and include the
collaboration. For that Microsoft invest $11.4 billion annually in the research and development
for more then the 30 years. It has been develop the innovative technologies which power has
been connected to the car experience. It look across infotainment, telematics and safety that other
system has been connected to the card which has been find the innovation and technologies of
the Microsoft(Berndt and Hollebeek, 2019. ).
Microsoft does not manufacture car, it is working closely with the today's car companies
which help them to meet the needs and demand of the customers, it has been pleased for
announcing the licensing of the patent technologies to the Toyota. The connected car represent
the enormous opportunity to the auto industry and its a core software challenge. This is of the
exciting time for the industry because automotive should partnership with the technology leaders
like Microsoft. It has makes an strategic partnership for building the global platform for the next
generations. It make the telematics service using the windows for the Azure platform. It is a
information technology and telecommunication which has been used in the vehicles of
Toyota(Keller, 2016).
The part of the partnership has been done between Toyota and Microsoft where it has
been invested $12 billion invested of the Toyota media services. Toyota motor corporation is a
subsidiary which has been offered the digital transformation services to the Toyota automotive
customers. The main aim of both the companies is to deploy and develop the telematics
applications of the windows. It involves the windows Azure platform and also Microsoft SQL
and it has been starting with the TMC's electric and also plug in the hybrid vehicles in 2012. the
main objective of the TMC is to establishing a complete goal for the cloud platform by 2015
which has been provide the affordable and advanced telematics services to the Toyota
automotive services consumers around the world(So and et.al., 2018).
Apart from the smart-grid activities aim to achieve the low carbon society through the
efficient use of energy and TMC conduct the trials and also the plans links to the people, auto

mobiles and homes for integrated controlling the consumptions of the energy. Windows
embedded the automotive platform in the car-mapping services with the bing and also the
Microsoft Tell me services has the voice application and it is the solutions of the many other
customers.
It has been announced that the partnership of Microsoft with the TMC is one of the great
example which has been continue for the investment of the automotive industry and the
commitment of the power service that is important for the customers. The collaboration of both
the companies has been provide the validates ODF the power of the clouds as the windows
Azure platform which has been provided the enterprise glad and the scalable platform which
TMC needs for delivering the telematics in the auto mobiles worldwide(San Martín and et.al.,
2018. ).
The main purpose of the both the companies is to provide the plug in hybrid cars, provide
energy management and also GPS systems and also multimedia technologies which gives
satisfaction to the customers of Toyota. They bring cloud to the cars. From bringing up the new
change is a biggest challenge and opportunity for the company in the market. It develop greater
future mobility and also energy management. The collaboration of both the organisation is great
example where the customers of the Toyota like the new features in the hybrid cars and also the
new change increases the sales and raise the revenues. The services of collaboration has been
served at both the domestic and international level by the companies(Çifci and et.al., 2016.).
LO 4
Different types of techniques for measuring brand value
Brand awareness: customer understanding of company's products and services is an
essential part of brand awareness. However, even better when customers knowing the company
that means they are better aware about the brand. Further, a main fact of the consumer's focus on
the company's brand is conversation proportion or the measure of time the company comes up in
everyday conversations about the goods and services they offer. For example, coca cola create
their brand awareness by attracting advertisements which are done by celebrities with eye
catches location that captivates the customers to buy the product which in turn increases their
customer base(Atwal and Williams, 2017).
Preference factor :Customer desire is a strong component in each day purchase
selections of consumer. Preference metrics helps in increasing the brand value of the customers.

It also focus on accessing to various target markets. Further, due to this reason a client can also
determine to travel in addition and spend extra cash to access a service or product they in reality
like. However, Toyota measures he preference of customers via corporations, sales information
and surveys can which are inclusive of brand connection wherein they measure that customers
agree that company provides unique and specific product that isn't always supplied by way of
their rivals. Further, they consider Accessibility factor which includes the ability to provide their
target market together with their products or services. Moreover, they measure the emotional
connection of company with clients, which is considered as a key factor of loyalty. Nevertheless,
the company measure their brand value by observing how willingly their customers are ready to
pay for their products and services(Keller, 2016).
Competitive metrics: The competitive metrics helps in effectively
evaluating the rivalry competitors (Heding, Knudtzen and Bjerre, 2015). It helps in
effectively identifying the market share of each competitors, customer acquisition
rate, return on investment from various channels of distribution, sales lift, rise in
prices, discounts. Competitive metrics helps in analysing and monitoring the
performance of the competitors of Toyota. It helps in effectively measuring the key
performance indicators by making strategic plan to attain higher market share and
maintain competitive advantage over its competitors (Piehler, Grace and Burmann,
2018). Competitive metrics also effectively evaluate the areas which hampers the
performance of the company and does not add value to the customers.
Financial metrics: Financial metrics helps in evaluating the brand equity of the company
to reach common goals and objectives in a budged manner (Kelly, Jugenheimer and Sheehan,
2015.). Financial metrics helps in increasing revenue which leads to long term growth and
maintaining price premium for competition. It helps in adding value to the customers. Financial
metrics helps Toyota in managing the finance of the company to reach higher goals in a
systematic and timely manner.
Output metrics: Output metrics helps in investing time in developing brand equity of
the company in a set budget to increase sales and productivity of the Toyota. It helps in targeting

various market segments to reach higher customer base. It leads to assessment of output, sales
and profitability of the Toyota (Rosenbaum-Elliott, Percy and Pervan, 2015.).
CONCLUSION
Brand management is a planning and analysing the brand perceived in the market. It develop the
good relations with targeting market that is essential for the brad management. It is tangible
elements of the brand management that involve the products and services itself such as the price
and design etc. It will conclude the understanding of the brands is build and also manage over
the time. Moreover, it will conclude the different strategies of the portfolio management, brand
hierarchy and brand equity and also the brand collaboration. It will conclude the techniques fro
measuring and managing the brand value over the time.

REFERENCES
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Pappu, R. and Christodoulides, G., 2017. Defining, measuring and managing brand equity. The
Journal of Product and Brand Management. 26(5). pp.433-434.
Piehler, R., Grace, D. and Burmann, C., 2018. Internal brand management: introduction to the
special issue and directions for future research.
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Rosenbaum-Elliott, R., Percy, L. and Pervan, S., 2015. Strategic brand management. Oxford
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San Martín, H. and et.al., 2018. An integrative model of destination brand equity and tourist
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Brand equity. 2018. [Online]. Available through.
<http://www.free-management-ebooks.com/news/kellers-brand-equity-model/>
Key elements of successful brand strategy. 2018. [Online]. Available through.
<https://www.walkersands.com/key-elements-of-a-successful-brand-strategy/>