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    Building Brand Architecture

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    Neazul Hasan
    This document compares the brand architectures of BMW and Toyota. It outlines each brand's core essence, personality, emotional and product benefits, and product attributes. BMW's brand focuses on pleasure, luxury, and innovation with a fashionable and sophisticated personality. Toyota's brand emphasizes performance, power, and being innovative and adventurous. While both are recognized for quality, BMW targets high-income customers and Toyota offers a wider range of affordable options. In 2019, Toyota had the most valuable car brand at $30 billion compared to BMW at $23.33 billion.

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    Building Brand Architecture

    Uploaded by

    Neazul Hasan
    309 views3 pages
    This document compares the brand architectures of BMW and Toyota. It outlines each brand's core essence, personality, emotional and product benefits, and product attributes. BMW's brand focuses on pleasure, luxury, and innovation with a fashionable and sophisticated personality. Toyota's brand emphasizes performance, power, and being innovative and adventurous. While both are recognized for quality, BMW targets high-income customers and Toyota offers a wider range of affordable options. In 2019, Toyota had the most valuable car brand at $30 billion compared to BMW at $23.33 billion.

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    This document compares the brand architectures of BMW and Toyota. It outlines each brand's core essence, personality, emotional and product benefits, and product attributes. BMW's brand focuses on pleasure, luxury, and innovation with a fashionable and sophisticated personality. Toyota's brand emphasizes performance, power, and being innovative and adventurous. While both are recognized for quality, BMW targets high-income customers and Toyota offers a wider range of affordable options. In 2019, Toyota had the most valuable car brand at $30 billion compared to BMW at $23.33 billion.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    309 views3 pages

    Building Brand Architecture

    Uploaded by

    Neazul Hasan
    This document compares the brand architectures of BMW and Toyota. It outlines each brand's core essence, personality, emotional and product benefits, and product attributes. BMW's brand focuses on pleasure, luxury, and innovation with a fashionable and sophisticated personality. Toyota's brand emphasizes performance, power, and being innovative and adventurous. While both are recognized for quality, BMW targets high-income customers and Toyota offers a wider range of affordable options. In 2019, Toyota had the most valuable car brand at $30 billion compared to BMW at $23.33 billion.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 3

    Building Brand Architecture: BMW vs Toyota

    Introduction

    This report is based on the brand architecture of two automobile brands – BMW &
    Toyota. Two companies are key player and well-known in their industry – automobile.
    Two of them are chose base on the similarities in the market. While they share a lot in
    common within this segment, this report aims to explore and identify some differences
    in their brand architectures and consumer perception of each brand. In detail, this report
    aims to clarify customer perceptions of two valuable brands, compares the main points
    including brand value.

    Brand Architecture

    The first step is to develop brand pyramids for both brands.

     Brand Architecture for BMW

    Brand Core/Essence- pleasure, luxury, innovation

    Brand Personality- fashionable, class, sporty, sophisticated

    Emotional Benefits- fun, excitement, joy, power

    Product Benefits- high performance, efficiency, performance

    Product Attributes- stylish design, powerful engine, high safety, high quality
    material
     Brand Architecture for Toyota

    Brand Core/Essence - Performance, Power to do more

    Brand Personality - Innovative, humble, adventurous

    Emotional Benefits - Reliable, comfortable, green

    Product Benefits – wide options to choose, safety, durability

    Product Attributes - well-performance, Green technology

    Brand Comparison

    From the chart, we can see each brand is recognized with their high-performance and
    product quality. Thus, BMW focuses on customer with high income, which can
    understand from their pricing policy. On the other hand, Toyota targets different
    segment with different types of consumers. In details, by elegant design, business-
    related features, BMW brings the value of authenticity and loyalty for their target
    audience. In contrast, Toyota valued their consumer with durability, environmental and
    beneficial benefits. Most of the target audience of BMW are high-end customer with
    high income and using the brand as considered as showing their status and luxurious
    life. In term of Toyota, their consumers come from different segments, they are mostly
    price sensitive. Therefore, Toyota offer a wide range of products with various options for
    their target customers. Generally, BMW as less product lines than Toyota, would
    probably depend on high margin. While Toyota archives its target by sales volume from
    different segments.
    Brand Value

    In 2019, the ranking of the world’s most valuable car brands was once more topped by
    Toyota with a brand value of nearly 30 billion U.S. dollars. The brand is a subdivision of
    the  Motor Company, which was founded in the late 1930s. While BMW’s brand is
    valued at $23.33bn. In the report, BMW’s top three brand strength performance factors
    were clarity about its positioning, proposition, target audience and customer insights;
    consistency in product experience and presence in the mind of consumers (emotional
    attachment) as evidenced in consumer opinion and feedback.

    Source Consulted

    1. Statista, (2019), ‘Most valuable automotive brands worldwide by brand value


    2019’,
    https://www.statista.com/statistics/267830/brand-values-of-the-top-10-most-
    valuable-car-brands/

    2. BMW, (2020), https://www.bmw.com/en/index.html


    3. https://www.motor1.com/news/243358/toyota-most-valuable-car-brand/

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