Branding Strategy - Branding Strategy 1 Branding Strategy...

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Branding Strategy 1 Branding Strategy Trang Fay Axia College of University of Phoenix
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Branding Strategy 2 Demonstrate an Understanding of Branding Strategies Lexus is a luxury vehicle of the Toyota Motor Corporation. It was first introduced in America the late 1980’s. Today, Lexus is sold in 68 countries around the world. It is ranked the highest-selling maker of luxury cars. What made “Lexus” become the most reliable brand in car industry? Toyota chose an individual brand versus family brands strategy to introduce Lexus to the world. The brand equity pyramid is consumer brand resonance. Nobody knows what “Lexus” means. However, the name sounds as like a promise to the consumers to “enjoy your life with Lexus”. The type of relationship the consumers have with Lexus is self-concept attachment. It makes people feel good, stylish, modern, and high class. Toyota improves the Lexus brand by using brand extensions. Toyota produces many products with the same brand name like F performance, convertible, luxury utilities, and hybrids. This brand strategy helps Lexus remain in its top position of selling volume. Moreover, it in-
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Branding Strategy - Branding Strategy 1 Branding Strategy...

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