Building Brand Architecture: BMW vs Toyota

Introduction

This report is based on the brand architecture of two automobile brands – BMW &
Toyota. Two companies are key player and well-known in their industry – automobile.
Two of them are chose base on the similarities in the market. While they share a lot in
common within this segment, this report aims to explore and identify some differences
in their brand architectures and consumer perception of each brand. In detail, this report
aims to clarify customer perceptions of two valuable brands, compares the main points
including brand value.

Brand Architecture

The first step is to develop brand pyramids for both brands.

 Brand Architecture for BMW

Brand Core/Essence- pleasure, luxury, innovation

Brand Personality- fashionable, class, sporty, sophisticated

Emotional Benefits- fun, excitement, joy, power

Product Benefits- high performance, efficiency, performance

Product Attributes- stylish design, powerful engine, high safety, high quality
material
  Brand Architecture for Toyota

Brand Core/Essence - Performance, Power to do more

Brand Personality - Innovative, humble, adventurous

Emotional Benefits - Reliable, comfortable, green

Product Benefits – wide options to choose, safety, durability

Product Attributes - well-performance, Green technology

Brand Comparison

From the chart, we can see each brand is recognized with their high-performance and
product quality. Thus, BMW focuses on customer with high income, which can
understand from their pricing policy. On the other hand, Toyota targets different
segment with different types of consumers. In details, by elegant design, business-
related features, BMW brings the value of authenticity and loyalty for their target
audience. In contrast, Toyota valued their consumer with durability, environmental and
beneficial benefits. Most of the target audience of BMW are high-end customer with
high income and using the brand as considered as showing their status and luxurious
life. In term of Toyota, their consumers come from different segments, they are mostly
price sensitive. Therefore, Toyota offer a wide range of products with various options for
their target customers. Generally, BMW as less product lines than Toyota, would
probably depend on high margin. While Toyota archives its target by sales volume from
different segments.
Brand Value

In 2019, the ranking of the world’s most valuable car brands was once more topped by
Toyota with a brand value of nearly 30 billion U.S. dollars. The brand is a subdivision of
the  Motor Company, which was founded in the late 1930s. While BMW’s brand is
valued at $23.33bn. In the report, BMW’s top three brand strength performance factors
were clarity about its positioning, proposition, target audience and customer insights;
consistency in product experience and presence in the mind of consumers (emotional
attachment) as evidenced in consumer opinion and feedback.

Source Consulted

1. Statista, (2019), ‘Most valuable automotive brands worldwide by brand value

2019’,
https://www.statista.com/statistics/267830/brand-values-of-the-top-10-most-
valuable-car-brands/

2. BMW, (2020), https://www.bmw.com/en/index.html

3. https://www.motor1.com/news/243358/toyota-most-valuable-car-brand/