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Toyota Brand Preference
Digital tools allow Toyota to build brand preference by engaging directly with consumers and providing useful services. By making the brand an ongoing part of people's daily lives and addressing younger generations' desire for self-expression and goal achievement through brands, Toyota can attract loyal, sharing fans. Digital also enables Toyota to create personal relationships and experiences that transform buyers into long-term brand subscribers.
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Toyota Brand Preference
- 1. TOYOTA How can digitalhelp build brand preference?
- 2. Enrich society throughcar making and make the earth a better place to live
- 3. TOYOTA’S BRAND IDENTITY TECHNOLOGICAL RELIABILITY INNOVATION & SAFETY RESPECT FOR THE PLANET
- 4. THE TREE METAPHOR always a better way lead the way enrich lives challenging goals future of mobility engaging talent & passion safety & responsibility rewarded with smiles commitment to quality exceed expectations constant innovation respect for the planet
- 5. BRAND ARCHETYPES RATIO INDIVIDUAL ENERGY SAGE MAGICIAN JESTER GUARDIAN WARRIOR CONTROL FREEDOM PATRIARCH EXPLORER COMPANION LOVER OERMOEDER MAIDEN VERLEIDSTER MATERIAL EMOTION SOCIAL
- 6. BRAND ARCHETYPES INDIVIDUAL ENERGY MAGICIAN SAGE JESTER MAGICIAN ‘it can happen‟ CHARACTER ‣ Smart ‣ Mysterious WARRIOR ‣ Talent FREEDOM CORE IDEA ‣ Transformation LOVER ‣ Empowerment MAIDEN SOCIAL
- 7. TOYOTA’S LARGEST TARGET MARKET Educated working adults in developed urbanized areas where there is a subculture of environmental concerns and issues which are relatively more active compared with the rest of the world This environmentally conscious consumer would be attracted to Toyota‟s „green‟ innovations such as energy and fuel savings as well as automatic battery recharging technologies Motivations for purchase is lifestyle. Largely influenced by social needs which in turn shape their own beliefs and attitudes. With constant reminders of depleting energy resources and global warming, people‟s attitudes are changing as they become more willing to adopt new approaches to conserve energy.
- 8. INSIGHTS Not only doelectric motors save energy and fuel, it also allows for a smoother drive in urban areas with greater road congestion Consumers worry that specially designed green technology might be expensive. They tend not to like paying a price premium for green products. “Green” as a deciding attribute is not prioritized yet when making purchase decisions The stereotype of hybrid owners as treehuggers is far from the truth: in fact, they are high income, mainstream consumers
- 9. TOYOTA’S TARGET MARKET 5 MAINSTREAM & 4 TRADITIONAL 3 2 1 Average -1 -2 -3 -4 ASPIRER MAINSTREAM TRADITIONAL SUCCEEDER EXPLORER REFORMER STRUGGLER Base: The Netherlands 2011. Total population (18+)
- 11. BRAND PREFERENCE ˈbrandpre-fərn(t)s Brand preference is the selective demand for a company's brand rather than a product the degree to which consumers prefer one brand over another
- 12. BRAND PREFERENCE The consumerwill typically have four or five brands they‟d consider when making a purchase The goal is to first get on the consumer‟s preference list and then to move up and become the most preferred brand
- 13. BUILDING BRAND PREFERENCE brand advocacy LOYALTY reinforcing attaining and sustaining quality + brand values brand preference PREFERENCE constant revaluation great story RELEVANCE AWARENESS high investment TIME
- 14. BUILDING BRAND PREFERENCE MEMORABLE how easily is the brand recalled? how easily is it recognized? MEANINGFUL is there a point of difference within a brand set? is there a common identity PREFERENCE between the brand and the consumer? LIKEABLE How aesthetically appealing do consumers find the brand element? Is it instantly likeable visually as well as verbally?
- 15. BRAND PREFERENCE Gaining andmaintaining consumer preference is a battle that is never really won “We are what we repeatedly do. Excellence is not an act, but a habit.” ARISTOTLE Hello Digital
- 16.
- 17. HOW DIGITAL HELPS products do something, advertising tells something digital integrates these two into one single activity, so there is no gap between what you say and what you do call it engagement, brand utility, service design, it is all about what can I do for you?
- 18.
- 19. HOW DIGITAL HELPS TOO MUCH ADVERTISNG WITH TOO LITTLE MEANING? CUSTOMER VALUE CUSTOMER VALUE BRAND MEANING BRAND MEANING BRAND ADVERTISING BRAND ADVERTISING
- 20. SOLVING A PROBLEM findfree, clean public Track your own pizza Who’s on your flight and restrooms book a seat next to them Domino Pizza‟s Pizza Tracker Charmin‟s Sit or Squat KLM‟s Meet & Seat
- 21. A CAUSE WORTHJOINING Make running fun again A collective goal Prove in acts, not in ads Nike‟s reclaim the streets Ben & Jerry‟s Givolution KLM‟s Surprise
- 22. AN ENGAGEABLE CAMPAIGN Makeyour own TV ad Your portrait on a plane Finish your own story Cadbury's It‟s no Picnic KLM‟s Tile & Inspire Tippex‟s Hunter Shoots a Bear campaign campaign
- 23. A SHAREABLE CAMPAIGN Exaggerateproduct features Exaggerate Persona’s Don’t judge a book by it’s cover LG‟s Thief – The World‟s Dos Equis‟ The Most Interesting Slimmest TV Man in the World campaign Dermablend
- 24. HOW DIGITAL HELPS DIFFERENTLAYERS OF BRAND MEANING SOLVING A PROBLEM A CAUSE WORTH JOINING AN ENGAGEABLE CAMPAIGN A SHAREABLE CAMPAIGN
- 25. BRAND PREFERENCE FOR TOYOTA ‣ The iterative nature and real-time feedback of digital campaigns will increase the chances of truly reaching the right target group and perhaps the real brand ambassadors (Toyota fans) ‣ The Toyota brand can become a continuous part of consumers‟ daily lives when providing social services on social media. The service the Toyota brand provides must be an authentic part of the brand‟s USP. Most online conversations are about sharing these useful phenomena. ‣ Target the younger generations on their lifestyle. Brands are a form of self expression for most Millennials. In fact, brand preference is the number one identifier that they‟re willing to share online. ‣ Since brands are a form of self expression, this generation tends to be overwhelmingly brand loyal and expect brands to play an important role in their lives- to help them learn about new trends, achieve their personal goals and will likely switch brands if those brands help them in other areas of their lives. ‣ This is an opportunity for Toyota, since they are already tapping in on „A Networked Society‟ providing benefits to consumers in an entire ecosystem instead of the car itself.
- 26. BRAND PREFERENCE FOR TOYOTA Advertising is not dead. But one should go back to the basic rule: communication Letting people know something useful is available. Digital can stimulate a long term relationship by offering a recurring addition to a product. This can turn buyers into „subscribers‟ (fans) Because of digital, one can create personal relationships, initiate dialogues, create experiences and share context with consumers. Just like the little bakery around the corner.