FULL GROUP ASSIGNMENT - BPMM 3113|Brand Management Table of Content 1.0 Brand Planning 2 1.1 Background History 2 1.2 Contribution of Branding Element

FULL GROUP ASSIGNMENT - BPMM 3113|Brand Management Table of...

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BPMM 3113|Brand Management Table of Content 1.0 Brand Planning .............................................................................................................. 2 1.1 Background History ............................................................................................... 2 1.2 Contribution of Branding Element to Current Brand Status .................................. 5 Brand Name: ......................................................................................................... 5 Logo and Shape of the Toyota Logo: .................................................................... 6 Color of the Toyota logo: ...................................................................................... 6 Font of the Toyota logo: ........................................................................................ 6 Brand Mantra: ....................................................................................................... 7 Slogan: .................................................................................................................. 7 Brand Personality: ................................................................................................. 7 1.3 Brand Portfolio ....................................................................................................... 8 1.4 Toyota Brand Hierarchy ....................................................................................... 11 Strategic Branding Alliances ............................................................................... 11 1.5 Current Position Strategies ................................................................................... 14 1.6 Contribution of Marketing Mix to Current Brand Status ..................................... 14 Product in the Marketing mix of Toyota ............................................................. 14 Place in the Marketing mix of Toyota ................................................................. 15 Pricing in the Marketing mix of Toyota .............................................................. 16 Promotion in the Marketing mix of Toyota ......................................................... 16 2.0 Brand Building Assessment ......................................................................................... 17 2.1 Brand Resonance .................................................................................................. 17 Brand Salience .................................................................................................... 17 Brand imagery ..................................................................................................... 18 Brand Performance ............................................................................................. 18 Brand Judgements ............................................................................................... 19 Brand Feelings .................................................................................................... 19 2.2 Key Marketing Activities ..................................................................................... 20 1
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BPMM 3113|Brand Management Social Media Marketing and celebrity endorsement ........................................... 20 Remarkable Relationship Marketing .................................................................. 21 2.3 Suggestions to Improve Brand Building Activities .............................................. 21 Remarketing Campaign ....................................................................................... 21 Synchronize the Marketing Materials ................................................................. 21 Local Partnerships ............................................................................................... 22 Social Media Contest .......................................................................................... 22 3.0 Brand Growth Assessment ........................................................................................... 22 3.1 Brand’s Architecture of Toyota ........................................................................ 22 3.2 Good and Bad about Toyota Hierarchy ............................................................ 24 Toyota company hierarchy .................................................................................. 24 3.4 How Toyota Fit into a Broader Brand Portfolio ............................................... 26 3.5 Toyota Expanded into New Markets and Channels ............................................. 26 3.6 Judgements of Toyota’s Growth Strategies .......................................................... 27 4.0 References .................................................................................................................... 29 2
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BPMM 3113|Brand Management 1.0 Brand Planning 1.1 Background History Toyota Motor Corporate is a Japanese automotive manufacturer headquartered in Toyota, Aichi, Japan. In 2016, the multinational corporation consisted of 348,877 employees worldwide and, as of January 2016, is the ninth-largest company in the world by revenue. Toyota was the largest automobile manufacturer in 2012 (by production). In July of that year, the company reported the production of its 200-millionth vehicle. Toyota is the world's first automobile manufacturer to produce more than 10 million vehicles per year. It did so in 2012 according to OICA, and in 2013 according to company data. As of November 2013, Toyota was the largest listed company in Japan by market capitalization (worth more than twice as much as 2-ranked SoftBank) and by revenue. The company was founded by Kiichiro Toyoda in 1937 as a spinoff from his father's company Toyota Industries to create automobiles. Three years earlier, in 1934, while still a department of Toyota Industries, it created its first product, the Type A engine, and, in 1936, its first passenger car, the Toyota AA. Toyota Motor Corporation produces vehicles under 5 brands, including the Toyota brand, Hino, Lexus, Ranz, and Scion. 1920s-1930s Toyota was started in 1933 as a division of Toyoda Automatic Loom Works devoted to the production of automobiles under the direction of the founder's son, Kiichiro Toyoda. Its first vehicles were the A1 passenger car and the G1 in 1935. The Toyota Motor Co. was established as an independent company in 1937. In 2008, Toyota's sales surpassed General Motors, making Toyota number one in the world. In 1924, Sakichi Toyoda invented the Toyoda Model G Automatic Loom. The principle of Jidoka,
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