This report provides an analysis of Mazda Motor Corporation's brand management strategy, focusing on the Brand Resonance Model and brand elements. It begins with an introduction to Mazda, followed by a critique of its brand elements, including the logo, slogans ('Zoom-Zoom' and 'Driving Matters'), and URL. The report then delves into the Brand Resonance Model, examining brand salience, performance, imagery, feelings, judgment, and resonance. The analysis highlights Mazda's strengths in creating a unique brand identity and imagery, particularly through its popular 'Zoom-Zoom' slogan, but also points out areas for improvement, such as enhancing brand salience and social media presence to better connect with customers amidst strong competition from brands like Toyota and Honda. The report concludes that effective brand management, creativity, and responsiveness are crucial for Mazda to maintain customer attention and loyalty. Desklib offers a variety of solved assignments and past papers for students.
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