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/