Toyota Brand Development: Kapferer Model and Marketing Integration

This report provides a comprehensive analysis of the Toyota brand, focusing on its development and strategies within the automotive industry. It begins by examining the core brand elements, utilizing Jean-Noël Kapferer's branding model to dissect Toyota's physique, personality, culture, relationships, reflection, and self-image. The report then delves into Toyota's brand strategy, emphasizing the importance of public relations, digital marketing, search engine optimization, and social media. Furthermore, it explores the integration of marketing communications, highlighting Toyota's approach to fostering brand awareness and customer engagement through various channels. The analysis concludes with an examination of Toyota's strategies for brand growth and sustainability, emphasizing the company's commitment to maintaining a strong brand image and market presence. The report offers insights into how Toyota has successfully cultivated a global brand identity and its ongoing efforts to adapt and thrive in a competitive market.

BRAND DEVELOPMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
BRAND ELEMENTS......................................................................................................................1
BRAND STRATEGY......................................................................................................................3
MARKETING COMMUNICATION INTEGRATION .................................................................4
GROWING/ SUSTAINING THE BRAND....................................................................................5
CONCLUSION................................................................................................................................6
RECOMMENDATIONS.................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
In the corporate world, business entities expect that their company create an effective
image in the industry which lead to become a brand(Hollebeek, Glynn and Brodie, 2014). In the
world there are various companies which are operating in different countries and become a brand
in their respective segment where they operate. Brand helps to management in order to attract
more number of customers towards consuming its goods and services. In the present case there is
a TOYOTA manufacturing company is to be selected which operating in the Automotive
industry and provides its products across the world. The report focuses on the different elements
of brand which are used by the branding model of Jean-Noël Kapferer. Furthermore, the report
shows strategies and techniques used by the TOYOTA in order to become a brand in Automotive
industry. Along with this it describes about marketing communication integration model which is
too much helpful for respective company(Egger, Gold and Brand, 2010). At the end of report, it
focuses on the strategies which using by the Toyota for sustaining as well as grow its brand
image.
BRAND ELEMENTS
The company such as TOYOTA has a branding position in the automotive industry.
There are various elements due to which it becomes a brand and sustain as well as grow on
consistently basis. According to the Jean-Noël Kapferer's brading model there are mainly six
elements are to be used which are given as below: Physique: It is related to the physical presence of the company. Toyota is a Japanese
company which is having affair in the international market. They are having their outlets
in the most of the countries which is helping them to be as a brand. Physical presence is
must for the organisation to manage a physique in the market. The company is making
cars, MUV and SUV vehicles which are having great fuel efficiency and power
accordingly(HU and WANG, 2010). They are having strategy 'KAIZEN' in which they
are working on their cars and vehicle to make them more better. So this is their strategy
to compete with the market challengers. Personality: Most of the car companies are having similar capabilities of productions. A
personality can be describe as a specific style of writing which is specific for the
company. Toyota is having their specific writing style which is making them distinct
1

from the other car companies. They are having unique writing style, designs and fonts for
their name brand name which is a significant for the company. Toyota is using red font
colour which is a making them unique in the market. Culture: Most of the companies are using their nation's culture in their basic principles.
As the Toyota becomes from the Japan which is highly polite to their guest so they are
using their basic principles of their culture in their behaviours(Kunerth and Mosley,
2011). Their cars also using the designs which are inspired from the Japanese culture,
their cars are having aerodynamic designs which helps to them in to increase fuel
efficiency and as well as to increase in the performances. So culture is having huge
impact on the companies trade and their designs and on their brand. Relationship: It is an essential part for the company to maintain with their customers. So
they are using their traditional approaches to introduce their customers. Brand is having
potentials to communicate with the customers so they are using this brand image(Kunerth
and Mosley, 2011). Most of the customers are having trust on the company and
TOYOTA is maintaining their quality and according to their name and brand image.
Relationship is having requirement of a brand manager to express the relationship of their
brand which is stands for the quality and proper customer assistance. Reflection: It is related to the consumers and their reflections for the products and
services. Toyota is having target on the business class peoples so they are making those
types of cars which are having all the features and luxury in it which is essential for a
business man(Kroehne and et. al., 2011). Their cars are having great values for the
business man and professional persons because it is having all the qualities accordingly.
Focusing on the SUV and MUV these cars are having al;l the features which are essential
for the sporty peoples and persons which are running their own business and having a
need of transportation of their goods. These vehicles are providing facilities to their users
and it reflecting by their satisfaction level.
 Self-image:A brand helps to make a self image of the peoples. As this Sedan cars are
having all the features of business class cars so it gives a feel of successful businessman
to it's users, if they are not business man. So this element is a type of mirror which
2

provide an image to their users. It is essential for a company or for their products that
they are having an image which is providing a feel to their customers.
These all above given elements are making a brand image for the Toyota and this is making
impressive car company.
BRAND STRATEGY
It is essential for the Toyota to adopt a branding strategy for the company to make an
effective branding according to their work(Lu and et. al., 2010). Toyota is a vehicle manufacturer
company which is working in the B2B and B2C market. So they have to make effective brand
strategy for the both markets. They have to use content marketing for making a brand name in
their target market. Some key elements are here which helps them to make an effective branding
of their cars;
Public relations- It is essential for the company to manage effective relations with the
customers. It is a basic need of the car company and it is a basic element of the brand strategy to
make public relations. So in it Toyota can perform social work in the society to make a positive
image of them and as well as increase the brand name in the market(Kroehne and et. al., 2011).
A strong public relations program can make a images of the company which is essential for them
to increase the number of customers.
Digital marketing; Brand strategy is related to the content marketing so company can use digital
marketing tactics to support the brand strategy. So Toyota have to use the digital marketing
concept in their brand strategy, they have to increase key words in their web content to divert
traffic from the search engines to their web site(Dahmann, Oates and Brand, 2011). It helps them
to increase the number of persons who are aware about their products and services. By this the
car company can make a lead on them. So they have to use some marketing companies to
increase keywords in their web content to increase their position on the search engine and as well
as number of viewers on their web site.
Search Engine Optimisation: It is also important for the company, strong SEO can increase
their brand awareness in the peoples. Google, Yahoo and Bing, these search engines are using by
the web surfer so the car company can use their marketing tactics on them. They have to increase
their visibility on these sites so they have to increase their position by increasing the value of the
web content. They have to put some relevant words from them which is having all the details
3

related to the cars. By this a web surfer who is searching for a car can be divert on the company's
web site. By this the Toyota can increase the number of viewers which can be their customers in
their future.
Social Media: It is having a huge role in the brand strategy, most of the companies are using
these social media sites are helping them to make a brand image of them. Facebook, Twitter are
providing a platform to them to manage their communication with their followers(Brand, 2012).
So the Toyota can make their account on Facebook and Twitter, where they can make followers.
By this Toyota can increase their brand awareness and as well as they can make image in their
target customers for a particular car. They can promote their new vehicles on this platform and
make communication with them for their products. It is a valuable tool for the content promotion
of the company. By this they can increase their promotional activities according to the need of
the customers.
So above presented element are helpful for the car company to make brand strategies for the
brand awareness for the company among to their target audience.
MARKETING COMMUNICATION INTEGRATION
The above given brand strategy is having focus on the communication in all levels and in
all elements. Starting form the Public relations to the end of the social media marketing the car
company is targetting on the communication with their target audience. It can not be possible for
them to manage a communication with promoting their brand so they are using the suitable
medium to advertise their products in their target market.
Starting form the public relations, the Toyota is promoting Green environment which is a
social cause so they are focusing on to make hybrid cars(Silver and Berggren, 2010). By this
they are motivating to peoples to buy Hybrid cars which are environment friendly and as well as
cost effective. So they are making many types of public awareness programs to communicate on
this subject. Their marketing teams and sales teams are making their collective efforts on it to
convey their social message in their target markets. So they are making their best efforts from
their teams and as well as they are motivating their customers to buy environment friendly cars.
Digital marketing is an another option which is used by the Toyota for brand awareness.
They are having many types of cars and vehicles to sale so they have to use effective marketing
and promotions of them. So they are sending messages for those persons which are interested in
to buy a car. Electronic digital media mainly used by the car company to manage communication
4

on their upcoming cars and vehicles. They are using e mails as well to communicate with their
existing customers, by this they can make a lead on them to buy a new car and change their old
car with new ones(Abbing, 2010). They are having also using the electronic displays for their
cars promotions which are impressive to attract customers and make a brand image of the
company. Huge visibility makes a direct impact and impression on the targeted audience
motivates them for buy it. Social media is much important in the present world scenario, most of
the population is using the social sites like; Facebook and Twitter so it is providing a vital scope
to the company to communicate with them. The company is using this media perfectly, they are
having account on it and they are communicating with their customers. The marketing teams are
having some employees which are having responsibilities to reply on the queries which are
coming on the social media. They are putting their pictures of their cars with specification which
helps them to communicate on a particular topic from them.
GROWING/ SUSTAINING THE BRAND
It is essential for the company to manage a sustainable growth in their sales and as well
as in their brand value and image. Branding strategy are focusing on the brand name and to
increase it(HU and WANG, 2010). So the car company is having focus to increase it by the
public relations, digital marketing, social media. Brand development is a factor which helps to
the company to increase their brand value which also helps in their sales. By this the Toyota can
attract their target audience to purchase the cars from them. The Toyota is having deals in the
international market so they are having an image of international car company so they have to
make their cars and services accordingly. The company is highly concentrate on their brand
image, they are having delivering high quality services to their customers which is helping them
to make a better brand image. They are maintaining their services accordingly so that their
customers can satisfied from them. By this they are increasing their brand value by deceasing
the nu8mber of complaints. Starting from the selling a vehicle, they are providing proper
assistance to their would be customer to give them proper details for their cars. The comp any
members are helping them to select a car according to the budget and needs of the
customers(Egger, Gold and Brand, 2010). After the sale, company is providing proper guidance
to their customers for problems and issues which are facing by the customers while driving cars.
Toyota is providing 24*7 customer assistance and if a customer is having major problem,
company provides them full helps and services to resolve their problems and issues in the cars.
5

They are providing after sale services to their customers for using their cars without any type of
hesitation. So all of these act are helping them to increase the brand value among to their
customers and as well as to their targeted audience(Hollebeek, Glynn and Brodie, 2014). By this,
they are reducing their market competition. Targeted audiences are having influence by their
marketing activities. So they are making proper integrated communication in the brand strategy.
CONCLUSION
It can be depicted from above carried out analysis of brand development that the
TOYOTA is a company which has branding position in the automotive industry with help of
different types of effective strategies. There are different brand elements such as physique,
personality, culture, image or reputation etc. which attracts more buyers and helps to create
branding image. Further, it can be concluded that chosen business entity uses new and innovative
technologies as well as provides safety in the cars by which it able to become a brand in the
industry across the world. Along with this, the marketing communication integration is a model
through which TOYOTA able to communicate in appropriate manner as well as convey message
to the customers regarding the new cars and services. As per the outlook view, it can be said that
the business enterprise will be grow continuously in next years because it uses innovations in the
manufacture process.
RECOMMENDATIONS
It can be said from above analysis that the company has not more marketing strategies for
promote its services. Along with this there are very less promotional strategies and techniques
are used by the TOYOTA manufacturing company. On the basis of such analysis it can be
recommended to the management that it should use different types of advertising and
promotional activities which helps to aware more number of community and enhance sales as
well. The company needs to promote its innovations at the public place and do sponsorship
which helps to enhance awareness among people where it able to create better image. Further, it
will be able to create high branding position in the automotive industry across globe.
6

REFERENCES
Books and Journals
Abbing, E.R., 2010. Brand driven innovation: Strategies for development and design. Ava
Publishing.
Brand, U., 2012. Green economy–the next oxymoron? No lessons learned from failures of
implementing sustainable development. GAIA-Ecological Perspectives for Science and
Society. 21(1). pp.28-32.
Dahmann, C., Oates, A.C. and Brand, M., 2011. Boundary formation and maintenance in tissue
development. Nature Reviews Genetics. 12(1). pp.43-55.
Egger, B., Gold, K.S. and Brand, A.H., 2010. Notch regulates the switch from symmetric to
asymmetric neural stem cell division in the Drosophila optic lobe. Development.
137(18). pp.2981-2987.
Freling, T.H. and Forbes, L.P., 2013. An empirical analysis of the brand personality effect.
Journal of Product & Brand Management.
Hollebeek, L.D., Glynn, M.S. and Brodie, R.J., 2014. Consumer brand engagement in social
media: Conceptualization, scale development and validation. Journal of interactive
marketing. 28(2). pp.149-165.
HU, Z.M. and WANG, Y.Z., 2010. The Study on the Regional Brand Formation of Agricultural
Products and its Growth Pattern [J]. Journal of Jiangxi University of Finance and
Economics. 6. p.014.
Kroehne, V and et. al., 2011. Regeneration of the adult zebrafish brain from neurogenic radial
glia-type progenitors. Development. 138(22). pp.4831-4841.
Kunerth, B. and Mosley, R., 2011. Applying employer brand management to employee
engagement. Strategic HR Review. 10(3). pp.19-26.
Lu, L and et. al., 2010. Role of SMAD and non-SMAD signals in the development of Th17 and
regulatory T cells. The Journal of immunology. 184(8). pp.4295-4306.
Silver, L. and Berggren, B., 2010. The close relationship strategy–corporate brand development
in banking. Journal of Brand Management. 17(4). pp.289-300.
Online
Key Elements of a Successful Brand Strategy. 2017. [Online}. Available Through:
<http://www.walkersands.com/Key-Elements-Of-A-Successful-Brand-Strategy>.
[Accessed On 24th February 2017]
7