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).

Branding, Automotive
Field Research
© 2000
Available Languages
Related material
Teaching note, Video
Case clearing houses
IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]


Research Information & Knowledge Hub for additional information on IMD publications

Discover our latest research
IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics