Building Brand Architecture Report:

Mercedes Benz VS Toyota

Introduction:
This report sheds the light on two brands in the automotive industry, i.e. saloon
and sedan cars. the two brands are chosen because they are the in top tiers
valuable brands, competing in the same markets worldwide otherwise they have
different brand personalities and different brand architecture, this report shows
the difference between the two architectures. The goal of this report is to
determine how is the brand architectures can make a relationship between the
brands and consumers in same market in different ways.

Brand Architecture:
The first step is to draw brand pyramids for each brands.
 Brand Pyramid For Mercedes

Brand Core/Essence -Luxury,power,confidence

Brand Personality-male,
challenger,organised,handsome

Emotional Benefits-Safe,Unique,important,royal

Product Benefits-comfortable,smart features,very

stable

Product Attributes-Luxury design,high performance,

stylish,safety
 Brand pyramid for Toyota

Brand Core/Essence -intelligence, you can get it.

Brand Personality-male/female,smart,familiar

Emotional Benefits-Friendly,Reliable,optimistic

Product Benefits-comfortable seats, low price

spareparts,value for money

Product Attributes-Performance, economy,low price

Brand Comparison:
Both of two brands compete in similar markets putting high value on
performance and quality. They are targeting different segments /audiences
through different brand personalities, Mercedes appreciates the smart
options/features and luxuries designs to be unique, on the other hand Toyota
competes by the value of money, good performance and economical gas
consummation. Mercedes is targeting the high-end consumers whom use the
cars to show their luxuries life, also brand loyalty is very high. Toyota is targeting
big segments of car user; its customers are looking for value of their money.
Mercedes achieves the company goals by targeting the premium customers with
good revenue, also Toyota achieves its goals by targeting a large segment
worldwide using the economic factors.

Brand Value:
Toyota came as #6 in interbrand raking with brand value $49,048M also it came
as the most valuable brand in automotive sector. On the other hand, Mercedes
came as #12 in interbrand raking with brand value $36,711 m and came third on
the automotive sector. Interbrand shows Toyota as one of top growing brand
by 16% growth. i Forbes ranked Toyota as #8 with brand value $41.1 B,
Mercedes came as #17 in Forbes raking with brand value $29.2 B.

Source consulted: http://interbrand.com/best-brands/best-global-brands/2015/ranking

https://www.forbes.com/powerful-brands/list/