Brand Management Report: Brand Management and Toyota Case Study

This report provides a comprehensive analysis of brand management principles, using Toyota as a case study. It begins with an overview of brands, their development, and their importance as a marketing tool, supported by examples from various organizations. The report then delves into the evaluation of Toyota's brand equity using Aaker's Brand Equity model, examining components of successful brand strategies for building and managing brand equity. Key concepts such as portfolio management, brand hierarchy, and brand equity management are explained, along with the strategies employed for each. The report highlights the importance of branding in creating customer loyalty and trust, and it explores various marketing tools and strategies used by Toyota to enhance its brand image and connect with consumers. The analysis includes discussions on brand positioning, value, and the application of different strategies to maintain and grow brand equity in the competitive automotive industry. This report is valuable for students seeking insights into brand management and strategic marketing.

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
A brief overview of brands and how they are developed, using examples from a variety of
organisations to enhance your answer.........................................................................................3
An explanation of the importance of branding as a marketing tool, and why and how it has
emerged in business practice.......................................................................................................4
Analyse the brand equity of the case study using Aaker’s Brand Equity model or Keller’s
Customer-Based Brand Equity (CBBE) model...........................................................................6
Examine key components of a successful brand strategy for building and managing brand
equity. Review the brand strategies available to grow the brand ...............................................7
Explain the terms portfolio management, brand hierarchy and brand equity management and
analyse in detail the different strategies for each........................................................................7
CONCLUSION ...............................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Brand management is in marketing is an important analysis and planning about the way
in which brand is perceived in market. Build or develop a strong brand relationship with the
target market is one of the important aspect to develop brand management. In tangible elements
of brand management consist of price, product packaging, quality of products etc. are important
aspects. This report is based on Toyota motor corporation which is an multinational automotive
manufacturer, its headquarter is situated in Japan. This report is based on how brand should be
develop into market and important tool for marketing and branding. Evaluation of brand equity

with help of various strategies and techniques to manage brand equity with portfolio
management and their importance.
MAIN BODY
A brief overview of brands and how they are developed, using examples from a variety of
organisations to enhance your answer.
Brand is an overall or complete experience of consumer that differentiate from other
products and brands. It is used in business, marketing and promotions and other related activities.
Brand is name of differentiation, it gives identification by giving best experience by look, taste
and other major attributes in organisational context. This is an importance or significance that it
makes consumers loyal and trust worthy (Batey, 2012 ). Toyota is an world famous brand name
with largest auto mobile maker. Toyota had 3,00,000 employees in their in world wide that
shows their branding. To become an famous brand name that organisational differentiate
between the marketing product and investment in creating a brand for the firm. It focus on
creating value by corporate framework by emphasis on taste and preferences of consumers. In
case of Toyota they focus on that is major attribute that is they build products according to
specification and preferences of consumers (Buil, De Chernatony and Martínez, 2013). In case
of auto mobile manufacturer organisation they focus on consistency and innovative features in
their product. It developed in 1937 in japan and now deals under five famous brand name in
which Lexus and Millennial targeted brand Scion. Toyota uses emotional fulfilment strategy by
valuing customer emotions and connect with brand image. Hence Toyota develop its brand
image by focusing on add innovative features and connect emotionally with their consumers.
There are very famous brands in whole world that become the first preference of consumers in
few days such as Apple, Starbucks, coca cola and IKEA etc.. in which IKEA is an famous brand
name and stores all over the world that deals in home décor, furnitures and kitchen appliances
and home accessories. It become most famous brand name by availing brand strategy that vary
from industry to industry that is low price, sustainability and quality with functions. On other
hand Starbucks which an global brand name that operates in almost 20,000 stores in 63 countries
(Dessart, Veloutsou and Morgan-Thomas, 2015). Its best branding strategy to reach at every
sphere by giving feel like a local coffee but with out leaving or losing brand consistency. In that

scenario every organisation have different strategy to succeed into market place and differ from
their competitors to enlarge business opportunities.
An explanation of the importance of branding as a marketing tool, and why and how it has
emerged in business practice.
Branding is an marketing tool and practice which can be created by framing a name,
symbol and design that differ from other and easily identifiable. Branding is very important to
give memorable experience to consumers or clients to acknowledge about features or attributes
actually organisation provides (Ertimur and Coskuner-Balli, 2015.). It can be build by
trustworthy presentation by perceiving customers expectation and mould products accordingly.
brand can be develop by advertisement and promotion, after sale services, mercerise and logo
with reputation etc. are key areas that help in building branding. The contribution of each and
every factor helps in grab uniqueness and grab professionalism. Branding is an critical aspect to
maintain and continue for long time because it directly impacts on organisational works and
proceedings. Branding can be change overtime by change in perception of people and increase
awareness. In case of Toyota, it has strong brand image that focus on unique logo which give
special attribute to grab attention of their consumers. In case of Toyota it by using social media
their managers an incredible Pinterest account that build an brand narrative humanises. It by
Boards in which “Road trip to northern CA coast” and other one is “ outdoor Adventures”
provides an virtual picturesque scenery to interact directly with their consumer base. It shows
most inspirational content with Toyota auto mobiles that shows great experience of their
consumer base (eding, Knudtzen and Bjerre, 2015). So all these activities plays great role as a
marketing tool to connect in best manner with their consumer base. Pinterest is very great
platform to reach at large clients and promote their products and their distinct features in front of
world. They use different campaigns to reach at consumers and deliver relevant knowledge and
information that how they differ from their major competitors. In case of Toyota they reveal
campaign for corporate social responsibility that is “Meal per hour”. To advertise and promote
their products it use another marketing tool that is CSR activities. In which it emerged with food
bank for new york city to give relief efforts with effective steps in operational efficiency and
engineering practices. It made an documentary in which Toyota pledge to give One meal to local
community masses, that one minute video receive approximately 1,000,000 views
(.Jugenheimer, Sheehan and Kelley, 2015). It enhance s brand loyalty of Toyota and increase

its sales graph which is and important attribute in organisational growth and enhancement. When
product become a great brand consumers become assure about its quality and it become less
risky to purchase. When firm does marketing and an brand name, it is easy for them to increase
market and revenue share (Kapferer, 2012). In that case firm become strong than before.
Branding on other hand helps in survive from temporary hazards and work as a best marketing
tool because it associate with them by emotions. Branding is an important tool to reach at large
consumer base and make them loyal. It can be emerged in market by strong quality, emotional
attachment with product, price and other main features.
Analyse the brand equity of the case study using Aaker’s Brand Equity model or Keller’s
Customer-Based Brand Equity (CBBE) model.
Brand equity is an commercial value that derived by consumer perception or it is a value
that offer by an organisation by its products and services under recognizable name. Organisation
make or build brand equity to give memorable experience by superior quality and accountability.
Brand equity can be understand with help of Aaker's brand equity model in context of Toyota
that are as follows:
In view of Aaker brans should be consider as a important assets for an organisation, by using
different tools and techniques brand awareness should be enhanced. There are four elements of
brand equity model of Aaker.
Brand as product:
In brand as a product consist of scope, attributes and quality, uses for an particular
country or origin. In case of Toyota it uses differentiation and low cost strategy as a generic
strategy to beat their competitors. It focus on features and durability in their product and on the
basis of create branding.
Brand as organisation:
In it consist of organisational attributes, working and their global activities that work as
to build strong brand. In case of Toyota it has spacious work environment, provide free lunches,
great parks and compensation with advance technologies that enhance productivity of
organisation and unlimited slack off are the major attributes that contributes in building brand.
Brand as person:
In that consist of Brand personality and relationships with consumers. In context of
Toyota they associate and link with their consumers by emotions and in that scenario brand work

as a person (Mosley, 2014). For example Toyota have optimised to show videos, brands been
leverage to reach at large consumer base by advertising. It give best test drives to connect
emotionally with their consumers.
Brand as symbol:
In that consist of Brand as a audio and visual imagery, metaphorical symbols with
heritage. In case of Toyota they have unique image as a strong product and unique logo that
differentiate with other brands.
Examine key components of a successful brand strategy for building and managing brand equity.
Review the brand strategies available to grow the brand .
To get success in market organisation have to maintain the brand equity for that various
key elements that work for strong brand strategy that are as follows:
target audience, brand promise, perception, values and voice with Brand positioning.
Brand positioning of Toyota:
To position right in market Toyota uses both differentiation and low cost strategy to beat
their competitors in automotive industry. It cover and build its auto mobile that can purchase
everyone by providing products from all ranges (Rosenbaum-Elliott, Percy and Pervan, 2015.).
In its product line they provide low price Toyota corolla and in high range SUVs in which Lexus.
In today scenario their strategy is product development and offensive strategy. This brand
strategy helps them to maintain their brand equity into marketplace.
Brand value:
brand value is an important factor or attribute that helps in build an strong image in front
of their consumers and give best quality products by offering great values. On other hand it focus
on enhance productivity of products by adopting lean manufacturing and try to differ on many
levels from competitors. It uses low cost strategy to gain competitive advantage and by careful
choices, effective distribution and low serving cost are their major strategies to gain brand
equity.
For future advancement they use power generation plants for hydrogen fuelling and stations and
emphasis on differentiation strategy.
Explain the terms portfolio management, brand hierarchy and brand equity management and
analyse in detail the different strategies for each.
Portfolio management:

Portfolio management is an science and art that helps in taking decisions regarding
investment mix and policy by matching with objectives, assets for individual and organisation to
balance the performance (Song, Hur and Kim, 2012).
Strategy:
Active portfolio strategy:
This strategy focus on particular style of analysis that give returns to beat the market. In
case of Toyota it develops a portfolio of assets that reflect an executive strategy for the upcoming
year.
Brand hierarchy:
Brand hierarchy is an tool that use for briefing brand strategy by displaying no. and
nature of brand elements in products and brand elements.
Corporate branding:
Corporate branding is an strategy of brand hierarchy which is an important practice that
use by organisation by name of company as a product brand name. It is useful for create brand
recognition and enhance brand loyalty. In case of Toyota they use branding strategy to avail
important benefits (Kapferer, 2012).
brand equity management:
Brand equity management is an management tool that helps in maintaining brand equity
that is valuable for organisation. There are different strategies to build and manage the strong
brand equity.
Emotional capital:
emotional capital is one of the important factor to maintain brand equity management in
case of Toyota it by their advertisement and promotions show family attachments by their
products and accessories and give important indication that their products are reason of
happiness in organisation.
CONCLUSION
From the above report it has been summarised that brand is an important factor to enlarge
business opportunities and grab large no. of consumer base. Branding plays very important role
in organisational development and increase the sales of company. On other hand it build brand
loyalty towards for organisation to enhance large consumer base. Brands can be develop by

accessing the competitors and add some important features and by improve in quality, serving
style and contributing all in one product to build brand loyalty over time.

REFERENCES
Batey, M., 2012. Brand meaning. Psychology Press.
Buil, I., De Chernatony, L. and Martínez, E., 2013. Examining the role of advertising and sales
promotions in brand equity creation. Journal of Business Research. 66(1). pp.115-122.
Dessart, L., Veloutsou, C. and Morgan-Thomas, A., 2015. Consumer engagement in online
brand communities: a social media perspective. Journal of Product & Brand
Management. 24(1). pp.28-42.
Ertimur, B. and Coskuner-Balli, G., 2015. Navigating the institutional logics of markets:
Implications for strategic brand management. Journal of Marketing. 79(2). pp.40-61.
Heding, T., Knudtzen, C.F. and Bjerre, M., 2015. Brand management: Research, theory and
practice. Routledge.
Jugenheimer, D.W., Sheehan, K. and Kelley, L.D., 2015. Advertising media planning: a brand
management approach. Routledge.
Kapferer, J.N., 2012. The new strategic brand management: Advanced insights and strategic
thinking. Kogan page publishers.
Mosley, R., 2014. Employer brand management: practical lessons from the world's leading
employers. John Wiley & Sons.
Rosenbaum-Elliott, R., Percy, L. and Pervan, S., 2015. Strategic brand management. Oxford
University Press, USA.
Song, Y., Hur, W.M. and Kim, M., 2012. Brand trust and affect in the luxury brand–customer
relationship. Social Behavior and Personality: an international journal. 40(2). pp.331-
338.