Toy­ota fo­cus is on brand value

Shepparton News - Shepparton Car Weekly - - SHEPPARTON CAR WEEKLY -

Toy­ota’s re­newed en­ergy and greater fo­cus on de­sign have seen it named the world’s most valu­able au­to­mo­tive brand for the 10th year in a row.

Val­u­a­tion of the Toy­ota brand in­creased by 17 per cent in the past year to $US35.3 bil­lion, ac­cord­ing to the an­nual Best Global Brands Re­port 2013 com­piled by the in­ter­na­tional con­sul­tancy In­ter­brand.

Re­leas­ing the re­port, In­ter­brand paid trib­ute to Toy­ota’s re­silience, lead­er­ship po­si­tion and its en­dur­ing ap­peal.

The con­sul­tancy said Toy­ota had re­claimed its global sales lead­er­ship in the past year with ‘‘a re­newed sense of en­ergy around the world’’.

It also cred­ited Toy­ota’s global suc­cess to the fact ‘‘de­sign is play­ing a much big­ger role’’ in its ve­hi­cles.

‘‘Toy­ota should soar into 2014,’’ In­ter­brand said, cit­ing the com­pany’s achieve­ments and point­ing to the com­pletely re­designed Corolla sedan, which is due in Aus­tralia in the first half of next year.

In­ter­brand said the Toy­ota Prius hy­brid con­tin­ued to cre­ate a pow­er­ful halo ef­fect for the brand while the flag­ship Camry still drove sales.

It said Toy­ota was ‘‘a fuel econ­omy leader and con­tin­ues to demon­strate strength in driv­ing cus­tomers to deal­er­ships’’.

Toy­ota’s en­gage­ment with cus­tomers had con­tin­ued to pay off, which was ev­i­dent in sev­eral key cat­e­gory rank­ings and stud­ies.

It had crys­tallised its brand di­rec­tion with mes­sages that tied to­gether the joy and ad­ven­ture of mo­tor­ing while in­fus­ing in­no­va­tion with an op­ti­mistic out­look.

The In­ter­brand re­port, in its 14th year, mea­sures brands based on fi­nan­cial per­for­mance, ad­ver­tis­ing ex­po­sure, con­sis­tency, cus­tomer un­der­stand­ing, clar­ity and rel­e­vance.

In June, In­ter­brand named Toy­ota the world’s Best Global Green Brand for the third year run­ning.

For a full run­down on Toy­ota as a brand or any of their ve­hi­cles, call into Shep­par­ton Toy­ota, Mel­bourne Road. Or call the show­room on 5823 1301.

Toy­ota has been named the world’s most valu­able au­to­mo­tive brand for the 10th year in a row, cred­it­ing their suc­cess to the fact “de­sign is play­ing a much big­ger role” in their ve­hi­cles

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