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Brand background
Toyota Motor Corporation is the envy of the automotive industry and held high
esteem of manufacturing and leadership excellence (Dyer, 1998; lyer et al., 2009;
Spear, 2004). And having a high marks in consumer confidence (Stewart & Raman,
2007).
CBBE Model
In CBBE model, it can reflect the view of customers toward Toyota. (Keller 2007 好似!!
CBBE model can be explained in six stages:
Breadth awareness
When customers think of automobile, they will not only bear Toyota in mind, but also
they will purchase Toyota. It can be proved by the financial report of Toyota in 2009.
The report shows that November sales of 133,700 vehicles. There is 11.5% increase
over November 2008.3 (Website sales report 2009) Therefore, Toyota has are high
1
Interbrand, JPMorgan Chase & Co., Citigroup, Morgan Stanley, BusinessWeek
2
http://www.brandkeys.com/awards/
3
http://pressroom.toyota.com/pr/tms/toyota-reports-november-sales-149419.aspx?ncid=13295
level of depth and breadth awareness.
(2009)
4
http://www.toyota.com.hk/innovation/technology/index.asp
5
http://www.toyotauk.com/main/download/pdf/Our%20approach%20to%20quality.pdf
6
http://www.toyota.com.hk/innovation/technology/glossary/gloss_srs.asp
7
Toyota internal document, “The Toyota Way 2001,” April 2001
8
http://media.people.com.cn/BIG5/3802144.html
Noteworthy Event-World Rally Racing (WRC)
Toyota team uses Toyota car (e.g. Supra) and won champion and the best driver and
manufacturing awards in 1975, 1993 and 1994. Absolutely, the events can show the
quality and performance of their car. These events can association that Toyota is the
champion of automobile industry.9
Brand Credibility
According to J.D. Power and Associates 2004 Germany Customer Satisfaction Index
(CSI) Study, Toyota wins all aspect for the third consecutive year12. For instance,
appeal (including performance, design), dealership service and ownership cost.
Especially, vehicle quality and reliability which has 30% of total score. Thus, this index
can reflect that customers have a credibility and reliability judgment to ward Toyota.
13
http://latimesblogs.latimes.com/money_co/2010/05/toyota-and-ford-owners-most-common-
repeat-owners-.html
14
In 1936, Toyota entered the passenger car market with its Model AA and held a competition to
establish a new logo emphasizing speed for its new product line.
Toyota seems 看似冇咩大問題 OF Brand. According to Ronald Gray 2010, the reason
is that the “corporate reputation provides a cushion or buffer, in terms of company
image, during times of crisis” (Gregory 1998). Thus, according to a survey, 51% of the
samples think Toyota will regain the leader status of automobile industry (Roger W
Guyette Jr 2010). Therefore, the issue can proved that Toyota has a strong corporate
reputation and high level of loyalty.
Price
To set price, competitors is one of the key factors. Toyota set a lower than the
competitors relatively. For example, low price of Prius to compete with Honda (Curt
McAllister 2008). Moreover, compare Toyota (Camry) and Honda (Accord) similar
models, Toyota net price is $31,134 which is lower that Honda’s $32,380. In addition,
Toyota adopts a fixed price strategy before 2008 (Jonathan Soble 2008). 18 It can prove
that Toyota emphasizes economize and down-to-earth. It is different with the High
class Luxury car such as BMW.
On the other hand, the other key factor of setting price is production cost.
Toyota production System (TPS), has a approach, “Toyota Production System House”
(figure X), emphasizes “best quality, lowest cost, and shortest lead time through the
elimination of waste” (Taiichi Ohno 1950).
15
http://www.accessmylibrary.com/article-1G1-170590405/toyota-ad-constants-stress.html
16
http://www.toyota.com.hk/innovation/technology/engines/hsd.asp
17
http://www.toyota.com.hk/innovation/technology/index.asp
18
Jonathan Soble. Financial Times. London (UK): Aug 26, 2008. pg. 17
(figure X)
“Just-in-time” approach in here means TPS produces only the necessary products in
the necessary quantities at the necessary time (Teruyuki Minoura 2003)19 it can
increase the efficiency and reduce the waste and cost of production.
Promotion
Advertisement
Toyota’s has a print ads which is a tree mixed up by human (Appendix). The direct
objective is introducing Toyota car which is “Zero Emission”. And the indirect
19
The “thinking” production system, At the 2003 Automotive Parts System Solution Fair held in Tokyo, June
18, 2003, Teruyuki Minoura
objective is building the brand image which is environmental protection. Due to this
promotion, customers have a social responsible business image toward Toyota.
Moreover, Toyota Corona print ad which is information-based (Appendix), show the
details of the function and quality of the car. So, it reflects that customers have the
High Quality of attitude toward Toyota in CBBE Model. Moreover, it can attract
customer who have a security feelings of automobile.
Product placement
In a Hollywood movie “The other guys”, we can see the Hollywood actor driving
Toyota’s cars. Customers can see the real performance of the car. The movie can
generate a feeling that if you drive Toyota, you will be the Hollywood actor.
Brand Elements
Brand Name-Toyota Motor Corporation
In 1936, they change brand name from “Toyoda” (the family name of the founder) to
“Toyota” which means wealth, good fortune (fertile rice paddies) in Japan. So, the
name is meaningful.
On the other hand, this name was trademarked and registered in 1937 as Toyota
Motor Company which is protectable. The full name shows which industry Toyota is
in. Thus, the name is memorable.
Brand Logo
In 1989, Toyota created a new logo which used 3 ovals to mix up and form a “T” that
means Toyota (Appendix). Besides, the name is meaningful because overlap of 2
ovals means trust and relationship between Toyota and customers, and global
expansion of their technology and unlimited potential for the future. Then, this logo
appeared on all the product and advertisement of Toyota. So, it is transferable.
Therefore, Toyota’s brand name, logo and slogans can contribute to high level of
awareness in Salience Stage of CBBE Model as they are memorable.
URLs-“http://www.toyota.com”
Toyota provides their details information of brand history, product, outlet, etc on
their website. Also show their award in automotive industry. In addition, they show
their innovation technology and safety information on the website. It can provide
confidence and High quality image to customers. This brand element contributes to
the High quality judgment and positive safety feelings in CBBE model (Judgment and
feeling stage).
Secondary Association
Country of origin-Japan
Japan is one of the world leaders in science and technology as Japan has 15 Nobel
laureates in science such as Makoto Kobayashi20. Thus, Toyota can associate to a high
and innovative technology image. This association contributes to have a high quality
product image in judgment stage of CBBE Model.
Events
WRC associates that Toyota is a champion in cars industry as they won in WRC.
Moreover, Toyota's Environmental Activities Grant Program associates Toyota has a
social responsibility image.
Conclusion
20
Japanese Nobel Laureates". Kyoto University. 2009. http://www.kyoto-
u.ac.jp/en/profile/intro/honor/nobel.htm/. Retrieved 2009-11-07.
21
http://news.bbc.co.uk/2/hi/technology/3501336.stm