Brand architecture: Toyota versus Mercedes-Benz

Introduction
This report highlights the brand architecture of two brands - Toyota and Mercedes-Benz that
are evolving in the automotive market. These two brands are among the most valued brands
in the world. Both brands are chosen because they have dominated the automotive market for
decades because of their reputation for developing high quality and efficient motor vehicles.
These two brands operate in the same market; however Toyota and Mercedes-Benz have very
different brand personalities as well as different brand architectures.
This report will develop the differences that exist in the brand architectures of
Toyota and Mercedes-Benz. The objective of this report is to observe how brand architectures
can influence the relationships between consumers and brands of similar products in the same
market.

Brand Architecture
In the first stage, we will develop brand pyramids for Toyota and then for Mercedes-Benz.

Brand architecture for Toyota

Brand Core /Essence -Smart,

efficience

Brand Personality-Male, 25 years

old , modest ,optimist ,smart

Emotional Benefits-
Authentic,reliable, raessuring.

Product Benefits -Low price ,

confortable seats, efficience.

Product Attributes- high

performance , economical
Brand architecture for Mercedes-Benz

Brand Core/Essence -Luxury,Power

Brand personality- Male,30 years

old , handsome
,trusftull,challenger,vitality,poweful
l
Emotional Benefits-
Welfare,kingly,unfaltering

Product Benefits - Comfortable

seat,enduring, steady

Product Attributes -Safety,high

motor performance , luxury design

Brand comparison
Toyota and Mercedes Benz compete in the auto market. Both brands also place great value
on product performance and quality. However, Toyota and Mercedes-Benz appeal to very
different target audiences. Toyota caters to a very large audience that is sometimes
overlooked by many automakers. While Mercedes targets the public who love luxury
products. Toyota aims to produce cars for the middle and lower class developing cars that
save on cheap fuel. Toyota is also targeting the high-end market by producing luxury cars
such as the Lexus that meet the expectations of people in this market. Mercedes aims above
all to produce luxury cars for the high-end market and thus builds a solid reputation in terms
of durability and quality. Toyota strives to respond to current market trends and there by
create a sense of belonging among its customers. Mercedes develop unique products
characterized by safety and technological innovations that appeal to the upper class. Toyota
builds customer loyalty with energy efficient products at affordable prices. Mercedes Benz
reflects prosperity and power. Toyota reflects intelligence and modesty.
Brand value
Interbrand ranked Toyota in 7th position among the 100 most valued brands in its 2019
brand ranking with a brand value of $ 56,246 billion. Toyota is known as the most
prestigious automobile brand.
Right after Toyota Mercedes-Benz is ranked 8th with a brand value of $ 50832 billion.
According to the estimate made by Interbrand, Toyota and Mercedes are among the brands
with growth of more than 5%. In the ranking of the most valued brands of Forbes, Toyota
occupies the 9th place with a brand value of 44.6 billion dollars and Mercedes is placed in
17th position for a brand value of 33.2 billion dollars. The differentiation of brand
personality and products explained the reasons for the success of the two brands. However, it
would make sense for automotive designers to continue to embrace new market trends in
order to ensure the sustainability of their brand and benefit from long-term profitability. For
example, Toyota should consider making cars that offer a much higher level of safety, and
Mercedes should consider making cars that are environmentally friendly.

1 https://www.interbrand.com/best-brands/best-global-brands/2019/ranking/
2 https://www.forbes.com/powerful-brands/list/
3 https://www.challenges.fr/automobile/actu-auto/toyota-et-mercedes-parmi-les-marques-
les-plus-valorisees-au-monde_12601
4 https://brandstruck.co/Toyota/