Toyota brand damage?
Reading on the Toyota brand hit. One side says the it has great brand equity and if they get aggressive on safety and communicate it effectively, the equity factor will carry them through. Another side puts it this way…the cleaner the image the greater the damage. From everything we know and have experienced, strong brand equity will assist Toyota’s rebound, not cause greater damage. A better way to qualify the image statement might be… the cleaner the image the greater the surprise. But surprise is quickly over.