Case Study

Toyota: Repositioning the brand in Europe (B)

4 pages
December 2000
Reference: IMD-5-0565

Managers of the Corporate Identity and Brand Management Team propose a drastic change to Toyota’s positioning in Europe. Toyota should abandon its traditional segment of value seekers, move into higher income segments and should standardize its advertising approach starting with the newest model, the Toyota Yaris. Should Toyota introduce this new positioning? How can Toyota convince its independent distributors of this new positioning? (continues with IMD Case IMD-5-0566).

Keywords
Branding, Automotive
Settings
Europe
Toyota
1999
Type
Field Research
Copyright
© 2000
Available Languages
English
Related material
Teaching note, Video
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