Toyota Brand Equity

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Selma Cihan BA (hons) 6th Semester
ID: …………………………………………
Selma89@hotmail.de
Submitted to London School of Commerce
Toyota
2013
Brand Equity and its measures

Table of Contents
1.0. Introduction:1
2.0. Brand Equity:2
2.1.0. Financial perspective:2
Toyota Financial statement (Example3
2.1.1. Caculating Brand Equity through discounted cash flow3
2.2.0. Non-financial perspective:5
2.2.1. the real and implied brand attributes5
2.2.2. Importance of a company’s brand logo, symbol or trademark:6
3.0. Different approaches for building brand equity7
3.1. Cost based approaches7
3.2. market-based approaches8
3.3. Economic use approaches8
3.4. Formulary approaches8
4.0. Recommendation and The IMC plan for TOYOTA Prius8
5.0. Conclusion10
references11

Figures list
1. Figure 2.1.0. Toyota Financial Statement……………………………………………………………….3 2. Fiqure 2.2.0 Toyota auris…………………………………………………………………………………………….5 3. Figure 2.2.2 Toyota logo………………………………………………………………………………………………7 4. Figure 4.0 Toyota Prius………………………………………………………………………………………………9 5. Figure 4.0 Toyota Prius in showroom…………………………………………………………………….10

table List
Table 2.1.1. Discounted Cash Flow of Toyota on 2012………………………………………………… 5

1.0. Introduction:
The slogan of Globalization made the competition very tough in the business world due to which organization struggling to make a brand image in market since it is essential for a firm to make a brand image for its profit and survival. It is generally accepted that Businesses are becoming complex and time is passing like flash which compelled the organization to cope with difficult circumstances and make a brand image that helps them to have good revenue and sustainable business. Brand name reduces the choices for consumers as a result they become the loyal customers as well therefore first we should know that what is brand and how we can keep our brand image in market? According to the definition of American marketing association brand means a symbol, name, sign meant to be different among others. One should recognize the value and quality of product or service by its brand name therefore we are struggling for the brand image. According to Keller (2008) for creating a brand image one should use a name, logo, design or package which is easy to identify and differentiate from competitors. 2.0. Brand Equity:

Marketing acitivity of products or services which becomes the brand factor of a product is known as brand equity Am. A. Applied Sci 9 (3): 381-391 it means that different techniques of marketing which makes a brand image in market among customers, competitors and prospects. According to Wang et al, (2009) and Madden et al, (2006) there are different perspectives for measurement of brand equity. The main reason behind brand equity depends on financial based motivation with the help of which managers can get to know the value of a brand and secondly strategic based motivation that encourages managers to give more importance to the promotional activities of a brand. 2.1.0. Financial perspective:

According to keller and lehmann (2003) studies that is concern with value of brand for a company as outcome from market in terms of product image and financial outcome is known as financial perspective of a brand equity. Performance indicators such as profit, price premium and revenue are different product outcomes measurement that is calculated through observed data (Ailawadi, Lehmann, and Neslin 2003). Toyota Financial statement (Example)

Figure 2.1.0 Toyota Financial Statement
From the above income statement it is revealed that Toyota is making loss as the years are passing which makes us to think that Toyota Brand equity is not effective so far or it could be other reasons. 2.1.1. Caculating Brand Equity through discounted cash flow Keller (1993,p.2 ) argue that brand equity is the upshot of knowledge related to brand that comes from the customer’s reaction while...
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