In 2008, BrandZ ranked Toyota the number one brand of automobiles, valuing the brand at more than

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In 2008, BrandZ ranked Toyota the number one brand of automobiles, valuing the brand at more than $35 billion. In 2010, however, it valued the Toyota brand under $22 billion.

Discuss reasons for the drop in Toyota’s brand value.

(AACSB: Communication; Refl ective Thinking)

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Marketing An Introduction

ISBN: 9780132744034

11th Edition

Authors: Gary Armstrong, Philip Kotler

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