Building Brand Architecture Report: Toyota vs.

BMW

Introduction
This report try to build and explain the brand architecture of two companies i.e. Toyota and BMW. I
have chosen these two because these are the most prominent brands dominating the automotive
sector yet has different brand personalities and values. So in this report we will try to understand
why these two famous companies dealing in the nearly same market space and sector are different
from each other through building brand Architecture.

The goal here is to observe how consumer differentiate and how the Brand Architecture can be
different for brands dabbling in similar types of product.

Brand Architecture
So, the first step is to devlop the brand architecture of the two brands.

 Brand Architecture for Toyota

Brand Core/Essence : Intelligence, you can get it

Brand Personality: male/female, 30-40 years old,smart, familiar

Emotional Benefits: friendly,reliable,realistic

Product Benefits: comfortable low price, value for money

Product Attributes: performance economy,low price

  Brand Architecture for BMW

Brand Core/Essence : Status , the ultimate driving machine

Brand Personality: male/female, 25-35 years old,style conscious, Sucessful

Emotional Benefits: perfomer,laxury,prestigous

Product Benefits: high quality, value for money

Product Attributes: performance, exceptional crafmanship,powerful engines,

excellent speed

Brand comparison
Both of two brands compete in similar market putting high value on performance and quality. They
are targeting different segment/audiences through different brand personalities, Toyota focuses on
the value for money, good performance and economical fuel consumption whereas BMW rivals with
aesthetical appealing, powerful engine and luxury.

BMW targets those niche segment of customer who are style conscious and want to lead a luxurious
and life. For whom the car is a prestigious good. Where on the other hand Toyota targets a large
segment of customers who re looking for value for their money.

BMW is targeting premium class consumers with a handsome amount of wealth, in contrast Toyota
is targeting the Mid-lower segment with economic factors.

Brand Value
Toyota stood at #7 in Interbrand ranking with brand value 56,246$M also it came as the most
valuable brand in automotive sector. On the other hand, BMW came as #11 in Interbrand ranking
with brand value of 41,440$M and came third on the automotive sector. Interbrand shows, during
the last year, Toyota’s brand value increased at the rate of 5% where in BMW’s at 1%.

Forbes ranked Toyota #9 with brand value 44.6$B, BMW stood at #21 in Forbes ranking with brand
value 29.8 $B.

Source Consulted
https://www.interbrand.com/best-brands/best-global-brands/2019/ranking/

https://www.forbes.com/powerful-brands/list/#tab:rank