Detailed Brand Management Analysis and Strategies for Toyota

This report provides a comprehensive analysis of Toyota's brand management, covering key aspects such as brand audit, brand inventory, brand positioning, and brand elements. It delves into Toyota's brand mantra, SWOT analysis, and marketing mix, examining product, pricing, promotion, and distribution strategies. The report explores brand exploratory aspects, including brand knowledge, consumer-based brand equity (CBBE), brand salience, and the brand resonance pyramid. Furthermore, it discusses brand performance, imagery, judgments, feelings, brand attributes, and brand loyalty. The report also examines strategies for leveraging the brand, including brand extension and leveraging secondary associations. Overall, the report offers a detailed understanding of Toyota's brand management practices and their impact on its market position and future strategies. It provides insights into how Toyota maintains its reputation and adapts to market changes, emphasizing the company's focus on quality and innovation.

Brand Management of Toyota company 1
Brand management

Brand Management of Toyota company 2
Executive summary
Brand management is necessary for the company to maintain the reputation in the market.
The purpose of this report is to describe the audit report of Toyota Company which will be
helpful for further understanding. The belief of Toyota is in profit instead of cost. There are
various kind of strategies has been discussed in this report. Brand exploratory and leveraging
brand has been described which will be helpful for further studies.

Brand Management of Toyota company 3
Contents
Executive summary.........................................................................................................................2
Introduction......................................................................................................................................4
Brand Audit.....................................................................................................................................5
Brand inventory............................................................................................................................5
Brand positioning and portfolio...............................................................................................6
Brand Mantra............................................................................................................................7
Brand Elements........................................................................................................................8
SWOT Analysis of Toyota Corporation.................................................................................10
Marketing Mix Aspects..........................................................................................................12
Brand Exploratory.........................................................................................................................14
Brand knowledge.......................................................................................................................14
Consumer based brand equity................................................................................................15
Brand salience........................................................................................................................16
Brand resonance pyramid...........................................................................................................17
Brand performance and imagery............................................................................................17
Judgments and feelings..........................................................................................................17
Brand attributes......................................................................................................................18
Brand loyalty..........................................................................................................................19

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Leveraging the Brand....................................................................................................................20
Brand extension..........................................................................................................................20
Leverage secondary association.................................................................................................21
Diversification into other sections.............................................................................................21
Conclusion.....................................................................................................................................23
References......................................................................................................................................24

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Introduction
Brand management is considered as the planning which tells that how brand will perceive
in the market to attain the targeted goal. To describe the brand management, Toyota Automobiles
Company has been taken in this report. Toyota Motor Corporation is a multinational automotive
Japanese company which headquarters is situated in Japan. Toyota Car Manufacturer Company
has been using its principles to manufacture the reliable car as well as sustainable development
of society through occupies innovative and super quality products and services. Brand Inventory
and brand exploratory will be described in this report in the context of Toyota Company. The
aim of this report is to explain the audit report of Toyota Company which will be helpful for
further understanding. Brand leveraging is the strategy which is being used in the company to
expand the products in to the new market. The report will present the brand leveraging of Toyota
global company.

Brand Management of Toyota company 6
Brand Audit
A brand audit is being done by evaluating the present position of the company and
effectiveness of its product in the market in comparison of its competitors. It is the report which
will help company to examine the current situation of the company including strengths and
weaknesses.
Brand inventory
Differentiation cost and low cost both are being used by Toyota as generic strategies to
gain a competitive advantage in the automobile industry.

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Figure 1: Brand Power of Toyota
Source:(Bhasin, 2016).
Brand positioning and portfolio
The current brand positioning of Toyota is effective and Toyota has been very successful
due to its superior quality and design. It is the strategy which is being used by company to build
a grand brand image (Qian, 2014). Along with differentiation cost Toyota also utilizes the
strategy of low cost to attain the competitive advantages. Toyota is able to gain the cost
leadership strategy by accepting careful choice, lean production and efficient distribution from a
low quality services and products.
POP’s-
 Innovative
 Efficiency
 Eco-friendly vehicles
 Reliability
 Validity
POD’s-
 Affordable
 Simple Maintenance

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Figure 2: Brand portfolio of Toyota
Source: (Chart, Industry & Industry, 2010).
Toyota is a company which holds a portfolio of strong brands such as Scion, Daihatsun,
Hino and Lexus. To expand its portfolio, Toyota has focused on R&D and improves the quality
of the products significantly. As per Internal analysis of Toyota, it has been analyzed that the star
of Toyota is Prius hybrid, Lexus- luxury sedans and land cruiser SUV.
Brand Mantra
Brand mantra can be considered as the core brand promise and brand essence. The
current brand mantra of Toyota is “Quality over quantity.” The main purpose of brand mantra of
Toyota is that all employees are responsible for the brand. Toyota is seeking to go back to the
basics. It is the third automobile company in the US which is manufacturing excellent car, yet the
senior manager of Toyota Company, Jim Lentz, believes that the market share of the company

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will be earned by company only 14% to 17% because the main focus of the company will be
over the quality instead of quantity (Coyle, 2013).
Brand Elements
Toyota is renowned worldwide for its trucks, cars, robots, vans and related to automobile
product. The logo of Toyota is having the simplicity with meaning (Tsimonis & Dimitriadis,
2014). It has been analyzed that the original name of the company was Toyoda which has been
changed after some time with Toyota.
It is the logo of the company in 1936 to 1947.

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After the changing in the technology the logo has been changed and the description of logo has
been elaborated in above image.
Figure 3: Logo of Toyota
Source: (Zhao, Ichise, Mita & Sasaki, 2014).
The current logo of the company is presentable in 3D view. The shape of the logo of
Toyota is horizontally stretched elongated ellipse. The three ellipses present the products, the
trust and the great strides of Toyota. Value chain works in Toyota Company to support the
packaging in which the contribution remain of primary activities and support activities (Chiarini
& Vagnoni, 2015).

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SWOT Analysis of Toyota Corporation
Strength  The market position of Toyota is strong in different geographic across the
world.
 In the context of brand recognition, Toyota has number of shares in all
over the world.
 Toyota beliefs to expand its business and its portfolio that is why the
strong focus of the company on R&D.
 Extensive production and distribution network (Thakor and Katsanis,
2011).
Weakness  The recall of products could influence the image of brand.
 Toyota is declining the sales of its product in the key geographic segment
 The company has low return on equity and assets in comparison of other
companies (Coman & Ronen, 2011).
opportunity  The brand recognition of Toyota is strong so it is the biggest achievement
of the company to grow as a global automotive industry.
 Toyota is balanced to advantage from producing a partnership with
BMW.
 Another opportunity for Toyota Company is out looking the global new
car market.

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Threats  Intense competition can be the highest threat for the Toyota Company.
 Toyota is sensitive in the context of fluctuations of the currency
exchange rates and appreciates majorly the Japanese Yen which bring the
difficulty for the foreign country.
 Natural disaster could be the reason of threats which impact the
production structure of the company.