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Toyota Canada introduces new branding

Toronto-based Toyota Canada has unveiled a new umbrella branding strategy under the tagline, “Make things better.” According to the company, the slogan represents what Canadians expect from Toyota as an automaker, an employer and a corporate citizen, as well as what Canadians hope for from life in general. The company also says that the line echoes Toyota’s global corporate philosophy of Kaizen; a Japanese expression meaning, “Continuous improvement in all aspects.” Toyota based its new branding on what it describes as the most extensive market research the company has ever conducted in Canada, involving 36 focus groups and 2,367 online surveys conducted nationally for the past year. “Toyota has been a part of Canada for more than 40 years,” said Stephen Beatty, managing director of Toyota Canada. “As we look to the next 40 years in this country, we decided that this is an ideal time to codify and express the important characteristics that make Toyota what it is. The result is a new, powerful statement of what it means to be Toyota in Canada. What's more, the ‘make things better’ branding is a reminder that Toyota Canada's values are aligned with those that Canadians hold dear.”

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