brand management group - 1 BRAND PLANING 1.1 Company...

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1. BRAND PLANING 1.1 Company History and Background Toyota is a part of the greatest single maker and the second greatest maker of autos on the planet, after General Motors. Kiichiro Toyoda is the founder of Toyota, marked off of his dad's comapany. Toyota Industries, and started his own organization to make cars. It additionally holds a spot as one of the 20 biggest organizations on the planet in view of its income. H e established the first Automobile Department, within his existing "Toyoda Automatic Loom Works" company in September 1933 . Officially change become Toyota Motor Co. Ltd in 1937. In the end of the Second World war they starts working hard, and by October 1947, it managed to do the first post-war export, BM trucks to Okinawa, and SA cars to Egypt. I n December 16 1947, Toyota established the Nippondenso Co., Ltd. During 1969 Toyota celebrates its one millionth exported vehicle , and by 1979 the tenth millionth exported car (which by the way happened to be a Celica Supra 1st generation). All these incredible successes were achieved by the called "Toyotism" or the system of production created by Toyota, and said to be the best and most efficient one in the world of automobile production. Toyota has strict policy of using the most advanced and modern technology in the production . A s well as utilizing it in their cars, brought the company today, as the undisputed leader in the important field of technological advance. At the end of the 1950s, Toyota decided to create a small, mass-production car, which was to be cheap, but very reliable, to be aimed for the use of the masses: the common workers. So, in June 1961 was released the Toyota Publica 700 (utilizing a 700cc engine), and Toyota became the pioneer in this market niche. This move by Toyota turnned out to be a correct market strategy, as in 1965, the market for big cars (e.g., Crown) dropped with 84%, while at the same time the market for smaller cars (Corona, Publica) rose 43% and 48% respectively. Other Japanese car producers, such as Honda and Datsun, also saw the promising success in the market for small cars, and on their part released new models to compete with the Publica 700. As a result, Toyota from a pioneer in this market, found itself in a stiff competition. To battle it, it BPMM3113 BRAND MANAGEMENT Page 1
was decided not to release a new model of the Publica, but rather to design and release a completely new model. This model was to be produced in massive numbers, but at the same time it was to be very reliable, offering more comfort, and be driven for a long period of time. Thus, began the work for creating the famous Corolla, which later became the most produced and sold car model worldwide. 1.2 Contribution of Branding Element to Current Brand Status Brand Name Toyota Motor Corporation was named after its founder , Kiichiro Toyoda, changing the spelling marginally. There were three reasons why "Toyota" was wanted to "Toyoda" in the corporate check. To begin with, as far as business outline, Japanese characters for "Toyota" were outwardly less difficult and less refined. The name additionally sounded more charming to the ear. Next, its eight-stroke check in the

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