The recent recalls in 2010 have created a dent in the brand image of Toyota, forcing
many to question the company‟s safety standards and reliability.
Throughout history, recalls havetarnished brand reputations, often challenging the crisis management and contingency planningoperations of some of the most popular companies in the world. While many have failed torecover from scares of varying levels, Toyota Motors Incorporated has recovered from two majorengineering recalls in the past few years. The following project analyzes primary and secondaryresearch that has been collected in an attempt to identify with the perceptions of Toyotaconsumers before and after these recorded recalls. Primary research was conducted to gaugeperceptions of Toyota, while recommending the best forms of future action. Through theserecommendations, further research analyzing perceptions and demographics of currentconsumers will help strategically identify the implications that current and future campaigns willhave on its target market. Secondary research was implemented to gauge demographics, socialmedia use and the current advertising campaigns for Toyota prior to and after the recall. Throughsecondary research, recommendations referenced the next steps for Toyota to rebuild its brandimage and reposition itself better within the minds of consumers. Overall, the report lends acohesive analysis of how easily a recall c
an change consumers‟ perceptions of a brand while
emphasizing where Toyota has an opportunity for growth and change.