Toyota's Crisis

2328 Words10 Pages
MKX 2521 – BRAND MANAGEMENT TOPIC: Toyota’s brand crisis Executive Summary In 2010, the company of Toyota had be facing a serious issue of their leaky producing technology, which due to the widely recall of eight categories of popular selling automobiles, at the same time, most of the interrelated product lines was running into stagnancy until the bug repaired. Because of this fatal disaster, the worldwide famous brand Toyota came through a huge loss in profit and also especially in consumer loyalty. The phenomenon when brands with large market shares are more likely to have more loyal customers than brands with small market shares is called “double jeopardy”, which means it is essential for a specific brand to build up a strong relationship with their customers based on their better quality or service (Keller. 2008). From the issue of Toyota, an obvious discussion comes out, what are the differences in management between single brand and cooperate brand? Single brand refers to that all products or services are in a range and always identified by alpha or numeric signifiers. Correspondingly, cooperate brand contains two or more mutually competing products under different brand names by the same company (Brandchannel, 2010). It is easily to understand that cooperate brand sometimes effectively reduce losing profit and customer loyalty based on its multiple branches of products. However, benefit can also be greatly enlarged on the foundation of much focused brand architecture of single brand. This essay will introduce Toyota’s brand model related to others and analysis its brand crisis currently in details with discussion followed on the strategies for single brand comparing to cooperate brand. Crisis Introduction In 2005, Toyota launched a campaign in Australia which was the first time the company showed a sign of Toyota’s future brand strategy, which was
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