A Case Study of International Brand Management: Comparison of Lexus Brand Management in Brazil, United States and Japan.

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A CASE STUDY OF INTERNATIONAL BRAND MANAGEMENT: COMPARISON OF LEXUS BRAND MANAGEMENT IN BRAZIL, UNITED STATES AND JAPAN.

Wakayama University Graduate School of Economics Supervisor: Sotaro Sasaki Author: Ana Cecilia Fernández Pedrozo Student Number: 17410030

Table of Contents

INTRODUCTION································································································ 1 I. ANALYSIS OF THEORETICAL BACKGROUND·············································· 4 I.1.

BRAND MANAGEMENT ··········································································· 4 I.1.1. Creating Brand Equity and building strong brands ················· 4 Brand loyalty ············································································ 4 Brand awareness ······································································ 5 Perceived quality ······································································ 6 Brand associations ··································································· 7 I.1.2. Brand identity system ···························································· 8 Brand as a product ··································································· 9 Brand as an organization ·························································· 9 Brand as a person (brand personality) ··································· 11 Brand as a symbol ·································································· 13 Core and Extended Identity ·························································13 The prism of identity ···································································14 I.1.3. I.1.4. Value Proposition································································· 15 Brand Positioning································································· 15 Part ··························································································16

Target audience ·········································································16 Active communication ·································································17 Create advantage ·······································································17 I.1.5. I.1.6. Brand structure···································································· 17 A different perspective to brand equity. The Customer-based brand equity model ······························································ 18 Brand knowledge···································································· 19 Brand awareness ········································································19 Brand Image ··············································································20 The Customer-based brand equity model ······························· 21 Brand salience.···········································································22 Brand Performance ·····································································23 Brand Imagery ···········································································23 Brand judgements ······································································24 Brand feelings ············································································25 Brand resonance ········································································25 Brand elements ··········································································27 Product strategy ·········································································27 Pricing strategy ··········································································28 Channel strategy ········································································28 Communications strategy ····························································28

Secondary associations ·······························································29 Brand positioning according to the CBBE model ······························29 I.2.

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