Brand Management of Toyota

Table of Content

Page

Executive Summary 3

Background 4

Justification of brand development decision 4

Brand Elements 4 – 5

Brand Name 5

Brand Logo 5

Marketing Mix 6

Product 6

Pricing Strategy 6 - 7

Place & Channel Strategy 7 – 8

Promotion 8

Customer-Based Brand Equity (CBBE) 8

Salience 9

Performance 9

Imagery 9

Judgment 10 - 11

Feelings 11

Resonance 11

Conclusion 11 – 12

Reference 13 - 14

Executive Summary

Brand Management is an important issue for every company which wants to survivor in this cruel business world. It is because it involves a number of important aspects such as product's presentation, cost and customer's satisfaction. In addition, brand management can affect not only on single product, it may influence all brand's related items or even the image of the company (Business dictionary, 2012).

Toyota Motor Corporation (TMC) is one of the famous companies in the world. There are many different elements leading them to be so successful. Therefore, we will try to discuss about the brand management strategy of TMC and evaluate how it helps TMC to achieve as the largest automobile manufacturer in the world

Background

Kiichiro Toyoda, who was the founder of the Toyota Motor Corporation (TMC), finished researches in United State and spinoff his department from his father's companies before developed the first Toyota automobiles in 1934. Afterward, TMC first passenger car was developed in 1936, the Honsha Plant started mass production in early 1938. By having such successful introduction, TMC started to growth very quickly and rapidly. Later on, TMC explored their market by setting up factories in United State, United Kingdom and China. In 2010, TMC is standing on the top of automotive manufacturer industry. Their vision and mission is definitely to provide high-quality services and products, and also constant innovation that lead the times.