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Brand Interview

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Brand Interview
Finding out why people have a stronghold on branded products interests me in many ways. This study should uncover some of that. In an attempt to gather information from a different perspective that my own I did an interview on one of the most opinionative persons around in my life. I interviewed Jacqueline Kimball, my mother. My mother lives in the southern part of California and I live in south western Missouri and it has been like that for about twelve years. In that time we have grown apart in our opinions because of differences of culture and adapting to your constant surroundings. With all of this information in mind I asked her if she had a brand that she was extremely loyal to, her response was no not really. I then asked her why she chooses her shampoo she said because it works, and so does a generic brand, however one smells different.
• The question starter The question that really got her attention was the fact that I asked what her first car was and she said it was a Plymouth Duster; I asked her why she does not still have it vs. the new Toyota Rav4? Her response was that the Toyota Rav4 is unspeakably more dependable from the Plymouth.
• Questions and answers
• Question #1
Why a Toyota I asked, she replied are you kidding me? The Toyota has a track record for not only dependability but for a great reputation and a car with a longevity value.
• Question #2
Why was the first car that you purchased a Plymouth Duster? She replied it was supporting the United States of America and our economy before all of the global economy efforts started.
• Question #3
What is one of the biggest differences in a Chrysler and the Toyota in today’s current market? Well, other than the amazing amenities such as USB charging docks that come standard, the air conditioning works far better. Secondly the fuel economy cannot be touched; the styles keep changing with ease unlike the American automotive manufactures that have the same Chevrolet truck design for like 20 years or something. Last the reliability of the manufacturer and their dedication to assembling their cars in the United States in the current decade.
• Question #4
How does the cars warranty persuade you to stay with the brand of Toyota? The response was an easy one. She proclaimed Toyota has a no gimmick claim, while Chrysler or Dodge require the service work to be done at a dealer to insure quality of services, meanwhile it cost three times more money. No thank you she said, I would rather get a Toyota and I don’t even have to do any service work if I dint want to and it is still covered.
• Question 5
How is the comfort of the car and how deep is your loyalty? She replied that with the comfort is okay. I drive 75-90 miles a day depending on the rotes that I have to take and I never get uncomfortable. My loyalty to the product is pure selfishness; I would drop Toyota if another manufacturer had a great deal with even close to the reliability and its longevity in performance. Fuel economy also will weigh in this factor for a decision.

Moving on from the interview of Toyota towards some actual hard proof articles and evidence, this is what makes or breaks a story. There are six major automobile manufacturers in the world; “in 2008 Toyota took the number one spot over General Motors” .Toronto, (2008). In the years past Toyota was number 2. Automotive manufactures become the largest in the world when they make quality automobiles with a reputation of the up-most reliability or by having a brand developed over time and understanding its equity. The fight to be in the top rank is a competition and in defined by the way these companies market segments and its target groups of people. The way that these companies position them self in the market is also going to have a major impact on the sales that come out of its marketing department. In 2007 Consumer reports did surveys and some testing results in which showed Toyota lacking on its reliability of its overall product. That was a huge eye opener and made Toyota do some real strong soul searching, along with that came a great product and then put Toyota in the number one spot in the world for reliability, price and being one of the most “green” companies in the world. Toyota has been using since 2011 99percent of all products that come in to their facilities. That means that they have nearly a 0 percent impact on the earth with a carbon footprint. Toyota is targeting the middle class and the upper middle class. Toyota has cheap cars and they also have upper end cars such as the Lexus. Toyota has made sure that as a part of its appeal was the trade in value. The trade in value is assessed upon the amount car that a consumer can get out of the car once it is purchased used. One of the most common market segments in the United States right now is the fact that luxury and fuel economy are amongst some of the highest ranking next to purchase price and the monthly payment. Toyota has sunk millions into development and research of its fleet of automobiles. Toyotas current slogan is “8 out of 10 cars produced since 1981 are still on the road: Toyota.com (2011). This says a lot, because there is not another auto manufacturer that comes even close to putting a statistic up like this. Toyota also claims on their research and development home [age site that Toyota is planning on spending 100 million in the next four years developing advanced research activities in North America alone. Toyota has positioned its companies to be one of the toughest in the world. Toyota made themselves successful in the china, the United States and all over the world for a reason; they want to be the best and win the automotive race of excellence. Toyota also has other lines of products such as Hino its medium duty diesel work trucks, and Toyota is not limited to that alone. Toyota has positioned the corporation to be strong and powerful, financially and to be as diverse as possible in the world.

In conclusion Toyota is an extremely strong company both economically and financially. Toyota has become through trials and tribulations. Completing an overall layout, the company that has started out the year 1910 being a part distributor and then producing cars in 1917. These actions being past down only one generation has made huge differences in the world. Toyota will be looked at as one of the world leader in the automotive industry.

References
Bernard Simon in Toronto. (2007, October). Toyota reliability slips, Ford rises. FT.com, 1. Retrieved October 14, 2011, from ABI/INFORM Global. (Document ID: 1367240311).
Toyota Research and development- Retrieved October 14, 2011, from http://www.toyota.com/about/our_business/research_and_development/

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