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Building Brand Architecture

The document compares the brand architectures of Toyota and BMW. It outlines their brand pyramids, including their brand cores, personalities, emotional and product benefits, and product attributes. Toyota's brand core is performance and power to do more, while BMW's is providing premium service. BMW focuses on being artistic, designer, and innovative, while Toyota emphasizes being competitive, frugal, and an achiever. The document also discusses brand value, with Toyota retaining the top spot as the world's most valuable car brand for the sixth year in a row, followed by Mercedes-Benz in second, which passed BMW.

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263 views4 pages

Building Brand Architecture

The document compares the brand architectures of Toyota and BMW. It outlines their brand pyramids, including their brand cores, personalities, emotional and product benefits, and product attributes. Toyota's brand core is performance and power to do more, while BMW's is providing premium service. BMW focuses on being artistic, designer, and innovative, while Toyota emphasizes being competitive, frugal, and an achiever. The document also discusses brand value, with Toyota retaining the top spot as the world's most valuable car brand for the sixth year in a row, followed by Mercedes-Benz in second, which passed BMW.

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Building Brand Architecture: Toyota vs.

BMW
Introduction
Here I have completed this report which builds and examines the complete design
of 2 brands - Toyota and BMW, these 2 brands are the most popular and leading
car supplier and manufacturer around the world. I have chosen these 2 brands as
they vie in terribly similar markets and nevertheless have terribly totally different
brand personalities. Toyota and BMW are being measured among the foremost
valuable brands within the car market, and this report can bring out the stark
variations within the complete architectures of those 2 brands. The goal is to
watch however customers will have immensely totally different perceptions of
and relationships with terribly similar product thanks to the variations in
complete architectures.

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

Brand core/Essence -providing premium


service

Brand Personality
-Artistic,Designer,Innovative

Emotional Benefits -Premium status, sense of


belonging,exclusivty

Product Benefits -Different top-class features.

Product Attributes - Extreme designs,Attractive,


premium facilities,expensive
Brand Architecture for TOYOTA

Brand Core/essence - Performance,power


to do more

Brand personality -
Competetive,frugal,achiever

Emotional benefits-
Reliable,trustworthy,control,freedom

Product Benefits -High performance ,value


for money,many options to choose from

Product Attributes -Sturdy,high


cstomisation,competitive pricing

Brand comparison
If there is anything that binds Toyota Motor Company and BMW, it is the fact that
over the last two decades they have seen their sales skyrocket. Where in the past
stood two brands with car lineups that were very specialized, now you see Toyota
and BMW as two of the most valuable "brands" in the world.
BMW mostly makes luxury cars and Toyota mostly makes affordable cars so it's
going to make little sense to compare "quality" directly. BMWS are likely going to
feel better built and generally come with nicer interiors. It's also important to
keep in mind that BMW owns Mini and makes the 1 series which is more directly
comparable to Toyota vehicles and Toyota owns Lexus which is more directly
comparable to BMw vehicles. If we're discussing quality in terms of reliability
there's no comparison. Toyota and Lexus typically top reliability rankings while
BMW is typically average at best if not below average.
Brand Value

Toyota held on to its title as the world's most valuable car brand for the sixth year
in a row while Mercedes-Benz passed BMW to finish No. 2 for the first time in the
annual ranking. Tesla, meanwhile, increased its brand value 60 percent to get
within striking distance of Audi.
Toyota's brand value increased 5 percent to nearly $30 billion because of strong
demand for its SUVS in Europe and the United States and because of the
automaker's consistency, according to the Brandz Top 100 Most Valuable Global
Brands study released by market researcher Kantar Millward Brown.
"SUVS remain desirable products to those who put a high value on their safety
and power," Peter Walshe, Global BrandZ director at Kantar Millward Brown, told
Automotive News Europe. "Overall, the Toyota brand is incredibly reliable and
represents fantastic value and quality."
Toyota has been No. 1 in 11 of the 13 years the study has been carried out. In the
years it wasn't No. 1, 2010 and 2012, it finished in second place.
Mercedes, which topped BMW brand in global vehicle sales in 2016 and 2017,
increased its brand value 9 percent to $25.7 billion to surpass its Munich-based
arch rival. BMW grew 4 percent to $25.6 billion in the brand value ranking.
Mercedes' growth was attributed to its strong performance in China, Brazil and
Russia as well as the success of the new E class, Walshe said. Mercedes had
finished either third or fourth since the ranking of automaker was launched in
2006.
Walshe said BMW was slowed by its small decline in U.S. sales last year, but he
said the automaker remains a dominate player. "BMW is still an extremely well-
performing brand," Walshe said. "When it comes to brand health, it is at the top
of the pile."
Sources Consulted

1 " BMW Vs. Toyota; James Hamel; https://itstillruns.com/bmw-vs-toyota-


13638251.html

2 https://www.quora.com/Are-BMW-cars%E2%80%99-quality-better-than Toyota
%E2%80%99s- quality

3 Toyota still No. 1, Mercedes passes BMW for No. 2 in ranking of most valuable
car brands; Douglas A. Bolduc;
www.autonews.com/article/20180528/COPY01/305289981/toyota-still-no-1-
mercedes-passes-bmw-for-no-2-in-ranking-of-most-valuable-car-brands

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