Building Brand Architecture Report: Toyota vs.

Jeep

In this assignment, I will compare two very well known car brands, Toyota and Jeep,
in the automobile industry. I chose these two brands because I have a Toyota my
husband has a Jeep; I am curious to learn if we individually identified with the brand
value of these companies, and if it impacted our decision making on which car to
purchase.

Brand Architecture for Toyota

Brand Core/Essence: This is the car for everyone and will give you quality that lasts
Brand Personality: Safe, dependable, reliable
Emotional Benefits: Peace of mind and accountability, fitting in
Product Benefits: Safe, high quality made to last, many different models, can save
money and pass the car down
Product Attributes: Made overseas, pricing varies and usually has multiple price
options per model

Brand Architecture for Jeep

Brand Core/Essence: Fun, Performance

Brand Personality: Toughness/Ruggedness, outdoorsy/strength, durability, having a
good time
Emotional Benefits: Feel young and spontaneous, in control, one with nature,
adventurous, higher status, safe
Product Benefits: Can drive through multiple kinds of terrain, American jobs, quick
takeoff, innovative technology
Product Attributes: Made in America, can be more on the pricey side,
fast/functionality, SUV’s only, stylish and high tech

Brand Comparison:

These two brands are very similar in two core aspects -- they are both clearly in the
automobile industry, they were founded just four years apart from one another 1 and 2 ,
and they both appeal to the durability and reliability of the vehicle. In regards to
durability, they so do, however, in very different ways. Toyota instills emphasis on
the lifetime value of the vehicle; that it is dependable over long periods of time and
something to be kept in the family. Jeep instills the concept that it’s strong and
durable enough to take you on all the fun adventures that you want to go on, wherever
that takes you.

Toyota also has a plethora of models to choose from Sedan to SUV, where as Jeep
only has SUV’s. Pricing and manufacturing are also very different within these
brands, impacting consumer decision-making. Jeep tends to be higher priced and is
American made, appealing to the more affluent, proud American adventurer. Toyota
is made overseas and tends to be more broadly priced, appealing to a broader range of
consumers.

All of these items listed above keeps Toyota’s company goal of appealing to a wide
range of consumers, and Jeep’s goal of creating a fun, higher performance value that
can compete with any other SUV, met.

Brand Value

Toyota’s brand value is on the rise, growing 2% in $29.5 billion 3. This is mainly
because they focus primarily on the customer experience. According to this source,
Toyota is the more valuable brand, not only over Jeep, but over any other automobile
brand for 2016. This is a title that they are retaining from the previous year. Jeep’s
brand value does not even make the top ten car companies on this list and is currently
unknown. If we were to compare them, it would be most fair to use Toyota’s SUV
line so that we are comparing similar products. Information needed in order to
determine Jeep’s would be to understand where in the Brand Asset Valuator they
currently reside, and to know the financials against Toyota’s SUV financial (share
value, price, consumption, margin, and the number of households in the US).

Sources Consulted
1 http://www.jeep.com/en/history/#/home
2 http://www.toyota-global.com/company/history_of_toyota/
3 http://www.autonews.com/article/20160608/COPY01/306089929/toyota-retains-
title-as-most-valuable-car-brand%3B-tesla-enters-top-10