Professional Inquiry Project Solution1 (BUS9711M) Assignment Help

 

ACKNOWLEDGEMENT

I am thankful to all the people who have helped me in completing this research dissertation within the given time. I am thankful to my assessors as they have guided me to conduct the research through different authentic databases and journals. I owe my thanks to my friends since they have supported me in enhancing my research strategy and time management to submit it on time. I also thank my family for their constant support throughout this program as I had less time to complete this dissertation. 

Abstract

The research study is developed based on the automobile industry and considered the case of Toyota. The research will aim to discuss the importance of brand image and reliability for Toyota. The research study design follows secondary data collection with thematic analysis. The findings of the research study identified three themes: role of brand image and reliability in automobile companies, brand image helps Toyota increases its revenue and customer retention rates, and Toyota facing challenge in brand image and reliability. The research study focused on considering the case of Toyota organization, and deduces the overall findings, along with, the potential roles of these factors of brand image and reliability. The recommendation include the consideration of CSR activities, research and development and adapting the strategies based on lessons learned.

Chapter 1: Introduction

1.1 Background of the Study

Brand image has been defined by Xia et al. (2020) as the impression and perception of any brand among its customers. Hence, brand image is created by the customer’s perception of the brand (Dam and Dam, 2021). Brand image and reliability are considered interrelated, and it is found that the overall image of a reliable brand is quite clear. This is because people expect brands to be consistent with their goods and services, based on which customers’ perception of a brand changes with time (Alvarado-Karste and Guzmán, 2020). As long as customers are served and consistency is maintained in this respect, brand image is developed and customers perceive a brand as reliable. Brand image and reliability are considered to be two factors to influence the sustainable growth of a brand as business growth is ensured to some extent. 

Considering the rising competition for Toyota, it becomes essential for the company to manage its brand image effectively. This is because any organisation operating in the global automotive industry needs to remain competitive and ensure that they have the highest market share in terms of sales and profit for which brand image and reliability play an important role. However, it is noticeable that Toyota’s operating income has reduced in 2023 despite a sharp rise in 2022.

Figure 1.1: Operating Income of Toyota (in million Japanese Yen)

(Source: Carlier, 2023)

Figure 1.1 depicts that the operating income of Toyota has reduced between 2022 and 2023. The company made an operating income of 2,995,697 million Japanese Yen in 2022, which was reduced to 2,725,025 million Japanese Yen in 2023 (Carlier, 2023). Therefore, it becomes essential to examine if such a reduction in operating income is due to the deterioration in Toyota’s brand image that might have caused the sales of the company to decrease. Hence, this research will attempt to examine the role of brand image in the business growth of Toyota. 

 

1.2 Research Aim and Objectives

The research will aim to discuss the importance of brand image and reliability for Toyota.

● To examine the importance of brand image and reliability for automobile companies.

● To discuss the importance of brand image and its impact on Toyota.

● To investigate the role of reliability in the growth and development of Toyota.

● To assess the issues and challenges faced by Toyota in terms of brand image and

reliability.

● To review the literature of the last 10 years regarding brand image and reliability for

automobile companies.

● To make recommendations based on which Toyota can improve its brand image and

reliability in the coming days.

1.3 Research Questions

This research will attempt to find answers to the following questions:

Q1: What is the importance of brand image and reliability for the growth and development of automobile companies like Toyota?

Q2: How does reliability influence the growth and development of Toyota?

Q3: What issues and challenges do Toyota face regarding brand image and reliability?

Q4: What strategies can be formulated to ensure Toyota’s brand image and reliability?

1.4 Research Rationale

This research becomes rational not for Toyota only, but for other organisations operating in any industry of any country. This is because growth is a common goal of any business organisation, and this aspiration remains more or less the same for any organisation (Van Ingen et al. 2021). However, it is noticed that many firms cannot maintain their success and fail in the long run. Sustainability becomes a real challenge for them.  Recently, the operating income of Toyota has been reduced which is thought-provoking. On the other hand, Tesla has surpassed Toyota which has become a threat to Toyota in recent times (Kawai, 2022). Hence, this research becomes rational in order to examine the role of brand image in Toyota’s growth. Recommendations will be made in this research for Toyota to enhance its brand image and reliability. It is expected that Toyota can enhance its brand image and become reliable to its customers across the globe. This will also ensure its sales and operating income may increase in the years to come. Apart from Toyota, this research becomes rational for other companies to know the importance of brand image and reliability which are often neglected. Hence, this research will be useful for other organisations to enhance their brand image and reliability based on which their business growth will enhance to a great extent. 

1.5 Significance of the Research

This research becomes significant as it will contribute to the field of research and the role of brand image and reliability in influencing business growth and development will be assessed. This research is also significant as it will address the research gaps which will be highly useful for future researchers. This research will also influence Toyota to look into its brand image and reliability among customers. It will support Toyota in influencing its perception among customers in a positive way based on which the success of the company will be accelerated. Other business firms also can take the help of this research to enhance their growth and sustainability in the long run. 

1.6 Dissertation Structure

Figure 1.2: Dissertation Structure

(Source: Self-created)

Table 1.1: The Content of Each Chapter of this Dissertation

(Source: Self-created)

1.7 Summary 

The aim of this research has been identified in this chapter, and objectives have been developed in order to achieve the aim of this research. Research questions have also been framed that will guide the systematic completion of this study. The background of this study has also been discussed in this chapter based on which its rationale and significance have been described elaborately. 

Chapter 2: Literature Review

2.1 Introduction

The brand popularity and revenue generation maintained by globally active business organisations are heavily affected by the maintenance of an effective brand image and reliability on the part of the given brand. Arif (2019) highlights the fact that the maintenance of effective brand reliability and brand image helps business organisations in gaining improved brand visibility and popularity thus helping in the increase of the sales volume of the company alongside enhancing the revenues generated by the given company. The automobile industry across the world tends to have been maintaining effective business growth and development with the increase in the overall development of brand image and reliability. The following section aims to discuss the existing literature on the impact of maintaining effective brand image and reliability across the automobile industry across the global markets.

2.2 Concept of Brand Image and Reliability

2.2.1 Brand Image 

Brand image is one major factors that are associated with the development of effective brand performance and popularity across global markets. As per the opinions presented by Dam and Dam (2021), the brand image generally deals with the perception of the target consumers regarding the chosen company. The brand image of a given company refers to the brand values, tone of voice, visual language, quality of the service, pricing and the products that are marketed by the company. The brand image of the company as presented by Sanny et al. (2020) further helps in the maintenance of the perception regarding the products and services that are being marketed by the given company. Shehzadi et al. (2021) highlight the fact that the brand image could generally be defined as the set of various associations that could be used for forming the perception regarding the products and services that are associated with a certain brand. Zameer et al. (2020) further mention that the brand image is influenced by the interactions that are undertaken by the organisation with the clients of the company. Agmeka et al. (2019) elaborate on effective interactions between the brands and the target clients of the company regarding the products, the values and the beliefs of the brand and the brand personality maintain a huge influence on the brand image that is maintained by the company across global markets. Proper brand image highlights the emotional value maintained by the company among the target clients.

2.2.2 Brand reliability

Brand reliability is another major factor that plays a major role in the development of brand popularity and brand visibility across the global markets. In the words of Benhardy et al. (2020), brand reliability is one of the major components that are associated with brand trust. The concept of brand reliability is dependent on the belief that the chosen brand could deliver to the clients the quality of products and services that have been promised by the chosen brand. According to the opinions and arguments presented by Febrian and Fadly (2021), the brand reliability maintained by a company helps cater to the assessment of the trust maintained by the customers across the chosen brand. The failure to meet the promises maintained by the brand leads to the development of suspicion among the target clients which in the long run affects the brand value and popularity across the chosen operational markets. Thus, the brands can enhance their trust levels on the consumers across borders. 

Brand reliability as discussed by Diputra and Yasa (2021), is helpful in the development of loyalty and trust among the target clients residing across the chosen global operational markets. This helps in increasing the demand for the products and thus enhancing the revenues that are earned by the company due to the increase in the sales of the company across the global markets. This further helps in the development of the client base as well which in the long run would assist the overall development of the given company across the global markets, especially in terms of the reliability and the trust that is maintained by the company across the global markets. Cha and Seo (2019) reinforce that the maintenance of effective brand reliability would help boost sales across the operational markets alongside maintaining effective differentiation from the competitors of the company thus enhancing the customer retention rates as well.

2.3 Theoretical frameworks

2.3.1 Associative Network Memory Model

The associative network memory model is one of the oldest and most appropriate theories associated with the brand image that is maintained by the business organization across the global markets. According to the opinions and the arguments maintained by Tian (2023), this model of brand image highlights brand image as the combination of perceptions maintained by an individual regarding a given brand which is reflected through the associations maintained by the target clients regarding the brand and helps them in connecting with the brand upon the mention of the brand name or the sound of the brand jingle. As highlighted by Abdurrahaman et al. (2021), this theory has been highly helpful for measuring the brand image and conveying the overall development of the brand identity across the global markets. This model helps in the development of the understanding regarding the multidimensional nature of the concept of brand image and the impact of the same on the purchase behaviour of consumers.

2.3.2 Brand Image Theory

One of the major factors that have been dealing in the overall development of brand popularity and visibility across the global markets refers to the brand image theory. The brand image theory as highlighted by Plumeyer et al. (2019) refers to the concept of branding that deals with the explanation of the ways in which clients develop their attitudes and perceptions regarding any given brand. The theory majorly deals with the overall development of the interactions and the experiences maintained by the target clients with the chosen brand and the products that are marketed by the brand. Havidz and Mahaputra (2020) re-emphasise that the brand image theory highlights the views and the understanding of the values, purposes and identity that is maintained by the target clients of the company. The theory further highlights the fact that business organisations should aim at selecting a unique logo for the company, a proper befitting slogan that would be helpful in describing the business activities of the given organisation and a proper brand identifier that would provide the required support to the main values that are maintained by the given firm. The development of an effective brand image helps in maintaining increased brand awareness among the target clients which in the long run would help in enhancing the sales volume and the revenue generation for the given company.

2.3.3 Customer-based Brand Equity Model

One of the most significant frameworks that are used by business organisations in creating popular brands across the world refers to the customer-based brand equity model or the CBBE model. As put forth by Stukalina and Pavlyuk (2021), this model is helpful for dealing with the development and understanding regarding the changing preferences and needs of the target clients of the company. Steenkamp (2020) highlights that the data collected from the concerned market survey would help the concerned organisational management in dealing with the development of the strategies and policies that would help the company in ensuring the development of better experiences for clients. This in the long run helps in enhancing the overall revenues that are earned by the concerned company. As put forth by Jia-yi et al. (2022), the implementation of this model helps in maintaining effective stakeholder management alongside assisting in the increase in the profit margins that are maintained by the company as well. Rospigliosi et al. (2019) further mention that the model helps in the improvement of brand loyalty and equity across the global markets of operation as maintained by the chosen company. The model is highly helpful in the overall development of the attraction of clients to the given product or service across the chosen operational markets which in the long run helps enhance the sales volume and eventually assists in the revenue generation across the global revenues.

2.4 Importance of Brand Image and Reliability for Automobile Companies

As put forth by Waluya et al. (2019) automotive brand marketing is one of the major strategic functions undertaken by organisation marketing teams for the promotion of the reputation and image of automobile brands across the world. In the words of Raji et al. (2019), the development and communication of uniqueness maintained by the brand identity in resonance with the target clients of the organisation helps in enhancing the distinguishing factors that help in developing a proper competitive advantage for the given brand. Effective automotive marketing helps in maintaining effective brand awareness providing the necessary highlight for the unique selling points of the organisation which would help build confidence and trust among the target clients regarding the brand and the concerned vehicle.

Branding plays a major role in defining the success gained by multinational automobile organisations alongside ensuring the identification of the vehicles on the road and maintaining a clarified communication regarding the expectations of the concerned clients of the organisation. The effective brand image and reliability help business organisations especially those that have been dealing in the automobile industry to ensure the identity and recognition of the concerned vehicle while on transit across roads thus ensuring effective safety measures and maintaining promotional activities for the company. Cham et al. (2020) contribute to the research by highlighting the fact that branding helps business organisations highlight the reputation and values maintained by the company across the global operational markets. While buying products like automobiles, the target clients of the organisation tend to buy vehicles from a brand that is well-known and reliable across the chosen market of operation. It could be stated in this regard that the maintenance of effective brand reliability would help business organisations especially those that have been dealing in the automobile industry to have a better understanding of the needs and demands of the concerned organisation clients. This would help in developing better and more efficient policies and strategies that would be necessary for improving the overall performance of the chosen business organisations and further enhance the performance that they deliver across the global markets of operation. This in the long run would assist in enhanced performance of the organisation especially in terms of the sales volume and eventually, the revenue that is generated by the company across global markets.

In agreement with the above discussion, Zameer et al. (2020) further mention that the maintenance of an effective brand image and reliability helps in maintaining differentiation on the part of the company through the development of strong brand identities maintaining a greater focus on the unique selling points like innovative development, focused customer services and maintaining effective commitment towards ensuring sustainability of the organisation across global markets. The maintenance of an effective brand image helps in enhancing customer loyalty across the company which further helps in improving the brand reputation of the organisation across global markets.

According to Breves et al. (2019), it is necessary for business organisations across the world especially those that have been dealing in the automobile industry to develop effective brand images and reputations among the target clients which would help in the overall improvement of the brand popularity across global markets. This in the long run would help ensure the enhancement of the sales volume as maintained by the chosen company eventually leading to an increase in the revenues generated by the organisation across global markets which in the long run would assist in enhanced sustainability of the company in terms of organisations.

Business organisations active across global boundaries are advised to improve on the customer perception regarding the products and services that are extended by the organisation towards the target clients of the company. This in the long run helps the concerned company in dealing with the improvement in the overall performance and revenue generation maintained by the company across the global markets in enhancing the competitive positioning of the given organisation across the markets of operation.

2.5 Impact of Brand Image on Brand Reputation

In order to ensure that a brand becomes reliable to its customers, brand image plays an important role in this respect. According to Waluya et al. (2019), brand image is the interpretation of a brand by customers based on the quality of goods and services sold to them. Hence, the image of a brand is created among customers based on the quality of their goods or services or both. In order to ensure that a business becomes sustainable, it is essential to maintain a brand image and ensure that the brand is reliable to customers. On the other hand, Khan et al. (2022) have identified that the overall reputation of a brand among its employees is also important to make the brand reliable where they want to work in the long run. Apart from that, the reliability of a brand can influence shareholders’ decisions and the availability of funds depends on the trustworthiness of a brand. 

It is identified by Khan et al. (2022) that people invest in such brands that have a clear brand image and reputation. Therefore, the sustainability of a brand largely depends on how bad or good the brand is perceived by its stakeholders. As a brand can become reliable and maintain continuity in its services, its brand image is improved. According to Rivaldo et al. (2022), brand reliability and brand image are interconnected, and brand reliability creates trust among customers and they remain loyal to it in the long run. The reliability of a brand depends on various factors. For instance, transparency becomes another factor to influence the image of a brand (Wang et al. 2023). As long as a brand can remain transparent, its reliability to customers and other stakeholders is influenced. Brand image is created, and different brands have different images based on their overall performance and reliability (Bernarto et al. 2020). As long as a brand remains reliable, its image is protected and failing to maintain so can affect its image as well.

2.6 Role of Reliability in the Growth Of Automobile Companies

Brand reliability becomes essential in order to ensure stakeholder satisfaction. As stakeholders are satisfied, their support can be ensured which can help any business firm achieve the objective of business growth and development. According to Iskandar and Kaltum (2021), all business firms have their respective missions and visions for which business firms need to work tirelessly. However, they fail to achieve the same if their reliability is not ensured. Therefore, whether a firm will have growth depends on its reliability and brand image. This is due to the fact that the strong reliability of a brand will ensure that sales are maintained and revenues increase significantly (Kim et al. 2020). It is estimated that as a brand can increase its sales, its growth will be ensured in the long run. On the contrary, Jeong et al. (2020) have noticed that business reliability may take a long time to develop, and the growth of a firm in the short run may not always be due to its reliability. Rather, other factors can influence the growth of a brand in the short run, for which product quality and customer service are considered highly influential (Setiawati et al. 2019). Therefore, business growth is fostered significantly with the help of brand reliability and brand image.

2.7 Issues and Challenges Associated with Brand Image and Reliability

Brand image and reliability can be impacted by various factors. In the context of this competitive world, a rising rivalry is a challenge that provokes business firms to follow unethical practices that can impact their image and reliability in turn (Sozen, 2021). On the other hand, Tran et al. (2020) have identified that brands cannot maintain consistency which affects customer satisfaction to a great extent. Unless customers are satisfied in the long run, brand image cannot be maintained. Inconsistent services cause customers to lose trust in brands, impacting brand reliability in the long run (Acuti et al. 2022). Apart from that, employee support is required in order to maintain consistency that can influence brand image and reliability to a great extent. However, it is found that employees are opposed to adopting changes that are required for a brand to be better (Katou et al. 2021). Organisational betterment and continuous improvements are required for an organisation to maintain their image and reliability to their stakeholders. Nonetheless, as such betterment is affected because of poor employee support, the brand image may be impacted. Stakeholder conflicts impact organisational decisions to a great extent. Delays are caused, and the quality of the product or service deteriorates eventually (Zarewa, 2019). This also becomes a challenge for business firms with respect to brand image and reliability. The unavailability of required resources for instance efficient employees can affect product quality to a great extent that can impact brand image in turn.

2.8 Literature Gap

Based on the literature review, it can be noticed that there are differences in opinion in existing literature. Kim et al. (2020) have identified that the strong reliability of a brand will ensure that sales are maintained and revenues increase significantly. It is estimated that as a brand can increase its sales, its growth will be ensured in the long run. On the contrary, Jeong et al. (2020) have noticed that business reliability may take a long time to develop, and the growth of a firm in the short run may not always be due to its reliability. Hence, different studies identify different factors responsible for influencing brand reliability which becomes a literature gap.

2.9 Summary

The main objective of this chapter was to review existing literature and identify research gaps. In order to conduct a literature review, various literature pertinent to this study has been reviewed and research gaps were found. Theories and major concepts related to this research have been discussed in this chapter which has further been helpful in developing a strong foundation for this entire research. The literature review has helped assess the existing literature and find gaps in it to establish the significance of this study.

Chapter 3: Research Methodology 

3.1 Introduction

This research, which is based on the evaluation of the importance of brand image and reliability for Toyota, required research tools and techniques to be completed. Such tools and techniques used in this research will be discussed in this chapter. However, it should be mentioned that such tools are of different types and their selection largely depends on the aspirations and requirements of different research projects. This chapter will discuss the methods applied in this research in order to complete it and meet its aim and objectives. Apart from that, the ethical considerations associated with this study will be discussed to establish the ethics and morality involved in it. Despite the efforts of the researcher, this research has been found to have some limitations that will be identified and described in the third chapter of this dissertation.  

3.2 Research Philosophy

Research philosophies are generally of three types Positivism, Interpretivism, and Realism and they have different approaches to facilitate research work. Positivism Philosophy is more suitable for primary research in which the data is collected by observations, investigations, surveys, or interviews (Park et al. 2020). On the other hand, the Realism Philosophy has a major disadvantage as it is based on the concept of realism in which no scope for imagination is there. In the context of research, imagination is required so that further areas can be identified in which more studies are required (Wiltshire and Ronkainen, 2021). Considering the limitations of these research philosophies, the Interpretivism Philosophy was selected in order to conduct this study. According to Zahle (2021), Interpretivism Philosophy is helpful in producing high-quality data that can be analysed to meet research objectives. As high-quality data is produced, research questions of different types can be answered. This research also had questions of different types that needed to be answered so that the research aim could be met. On the other hand, Ikram and Kenayathulla (2022) have observed that the Interpretivism Philosophy is helpful for making a study detailed. As the research becomes detailed, its quality is enhanced and the use of the Interpretivism Philosophy becomes pertinent in that context. This research has been conducted following the Interpretivism Philosophy that has helped assess the importance of brand image and reliability for Toyota based on extensive research which has been helpful for this study. 

3.3 Research Approach

This research was conducted based on the Inductive Approach. As observed by Khoa et al. (2023), the Inductive Approach ensures a better focus on the data collected and the findings developed from their analysis rather than focusing more on theories. Supporting this observation, Zeithaml et al. (2020) have opined that the Inductive Approach helps develop new theories which is not possible with the Deductive Approach. Rather, the Deductive Approach focuses more on examining theories and hypotheses already in existence (Casula et al. 2021). The Inductive Approach also ensures flexibility and adaptability in research. This research was conducted with due flexibility in order to ensure that all research objectives were met and the research aim was accomplished. This research was completed by using qualitative data for which the Inductive Approach was better suited. The Deductive Approach uses quantitative data which was not used in this research (Pandey, 2019). Rather, the use of qualitative data was facilitated by the use of the Inductive Approach based on which the importance of brand image and reliability for Toyota was assessed. 

On the other hand, the Abductive Approach was also rejected as it is less reliable. Because of that reason, the overall validity of research can be compromised if incorrect conclusions are developed. This may also have a serious consequence as the results obtained in the research will have errors (Janiszewski and van Osselaer, 2022). In order to avoid such a risk in this research, the Abductive Approach was not followed. 

3.4 Research Design

The Exploratory Design was followed to complete this study. The exploration of more data was supported by the Exploratory Design which would have not been possible if the Explanatory or the Descriptive Designs were used. Data explanation is supported by the Explanatory Design which is not very useful for maintaining the quality of research (Gesser-Edelsburg et al. 2020). Keeping this limitation in mind, the Explanatory Design was rejected from this research. Rather, the use of the Exploratory Design helped explore data and analyse them using a proper approach (Dash, 2021). Hence, the use of the Exploratory Design has been helpful for this research to be completed in a better manner. The Exploratory Design was chosen in order to collect background information regarding the research topic (Asenahabi, 2019). The research topic of this study was the importance of brand image and reliability in the context of Toyota for which the background data was needed to collect. The use of the Exploratory Design was highly helpful in collecting background information based on which research aim and objectives were developed. A detailed study was conducted to clarify the existing concept that was facilitated by the collection of a large set of data (Helo and Hao, 2022). Descriptive Design was rejected as this design does not ensure any critical analysis of the collected data. Rather, it facilitates the description of data and findings developed from their analysis (Bloomfield and Fisher, 2019). Since the scope for critical analysis becomes limited, biases can be there in research findings. In order to avert that and ensure that the research biases are eliminated as much as possible, the Descriptive Design was not followed in this research. 

3.5 Data Collection Process

This research was conducted with the help of secondary data which refers to the collection of data by someone else rather than the researcher (Hinde, 2020). In order to collect secondary data, various sources were used to collect data related to Toyota and its brand image and reliability. Such sources include journal articles, reports, newspaper articles, annual reports of Toyota, and commercial publications among others. In order to ensure the relevance of such data to this research, data published in 2019 or later were collected from such sources. Only qualitative data were collected for this research. Data collection was highly important as it facilitated the conduction of this study and developed meaningful results based on which research objectives were accomplished and the research questions were answered. This further developed complete this study in a rigorous and descriptive way. In order to collect relevant journal articles for this research, Google Scholar was used as the main source. The collection of peer-reviewed articles was helpful in enhancing the overall quality of this research. The use of such data also helped make this research authentic as peer-reviewed articles ensured the validity of data used in this study (Jandrić, 2021). On the other hand, while collecting newspaper articles related to the brand image and reliability of Toyota, only reputed newspapers were used. Priority was given to use only such newspaper articles that have been published in the last 10 years. This, further, helped enhance the quality of this research paper. 

3.6 Data Sampling Method

The dataset was quite large, and it was not possible to include the entire dataset in this research due to its limited size and scope. Hence, only such dataset was selected that was relevant to this research for which the researcher followed the Purposive Sampling Method (Campbell et al. 2020). This sampling method helped select data to complete this study successfully. Random Sampling would have not been very useful in this respect. The Purposive Sampling Technique was also helpful in selecting only such data sources that facilitated this study. Since a large set of data was available, they could not be included in this study due to its limited scope (Ames et al. 2019). Apart from that, the use of purposive sampling helped select only such data that remained highly valuable for this research. This also helped complete this research within the given time as this research had time constraints. The use of the Random Sampling Technique would have not been meaningful in this respect as it would have caused the selection of a large dataset which would have been difficult to analyse considering the overall scope of this study (Bhardwaj, 2019). Hence, purposive sampling was used to ensure that only the relevant data was collected and analysed more comprehensively and efficiently.

3.7 Data Analysis Process

This research was done with the help of secondary qualitative data that needed to be analysed in order to develop meaningful results based on the research questions that could be answered. For the thematic analysis, themes were developed based on the patterns studied in the collected data from which specific patterns were identified (Braun and Clarke, 2022.). Data was analysed under such themes and answers to the research questions were obtained. Since qualitative data was used in this study, their statistical analysis was not possible. Rather, the researcher tried to develop findings from the collected data by applying the Thematic Analysis approach. This process of data analysis also helped critically analyse the data as trends were identified based on the critical analysis of the collected data (Byrne, 2022). It becomes even better to analyse the data based on thematic analysis through which themes and sub-themes were developed. This research is based on the discussion of the importance of brand image and reliability for Toyota for which the collected data was used to develop new themes and subthemes to identify the importance of brand image and reliability of Toyota on its success (Herzog et al. 2019). Since no quantitative data was collected based on surveys, it was not possible to conduct any statistical analysis of the same. Rather, the use of the Thematic Analysis approach for data analysis helped complete this research by identifying trends and patterns from the collected data. 

3.8 Ethical Considerations

This research was conducted ethically and following the university guidelines. No unethical means were used to collect data for this research. Only free sources were used that did not require any subscriptions. This was done due to budget constraints. No one was harmed intentionally during the research process. Data Protection Act, of 2018 was followed throughout the process of this research work (Park, 2019). In order to conduct this research ethically, it was highly important to give credit to the sources. The researcher cited all the sources from where data was collected and used in this study. No effort was made to cross ethical boundaries and collect any data that was not available to use otherwise. The findings of this research will never be used or sold for any commercial activities in the future. This research has been done for academic purposes with no intention for its commercial use. 

3.9 Research Limitations

Secondary data used in this research may have some discrepancies that might affect the overall quality of this study. It would have been if primary data could be collected and people working at Toyota could be interviewed or surveyed. However, secondary data was gathered because of the limited time that did not allow the researcher to collect primary data. The research methods used in this research also may have some limitations that may impact the overall quality of this study. Despite the effort of the researcher to complete the research successfully, the research methods applied in this research have their limitations. However, the researcher attempted to make this research complete for which a rigorous study was done. 

3.10 Summary 

The Interpretivism Philosophy was selected to conduct this study so that high-quality data could be produced. This philosophy is helpful in producing high-quality data that can be analysed to meet research objectives. As high-quality data is produced, research questions of different types can be answered. This research also had questions of different types that needed to be answered so that the research aim could be met. This research was conducted based on the Inductive Approach as this approach ensures a better focus on the data collected and the findings developed from their analysis rather than focusing more on theories. This approach also ensures flexibility and adaptability in research. This research was conducted with due flexibility in order to ensure that all research objectives were met and the research aim was accomplished. The exploration of more data was supported by the Exploratory Design which would have not been possible if the Explanatory or the Descriptive Designs were used. The use of the Exploratory Design was highly helpful in collecting background information based on which research aim and objectives were developed. A detailed study was conducted to clarify the existing concept that was facilitated by the collection of a large set of data. In order to collect secondary data, various sources were used to collect data related to Toyota and its brand image and reliability including journal articles, reports, newspaper articles, annual reports of Toyota, and other commercial publications. The Purposive Sampling Technique was also helpful in selecting only such data sources that facilitated this study. Since a large set of data was available, they could not be included in this study due to its limited scope. The use of purposive sampling helped select only such data that remained highly valuable for this research. The collected data was analysed using the Thematic Analysis Approach based on which the research objectives were met.

Chapter 4: Findings and Discussions

4.1 Introduction

The objective of this dissertation chapter is to collect relevant data from multiple sources and conduct their thematic analysis. As the thematic analysis is done, the results developed from such an analysis will be discussed thoroughly for which the main findings of this study will be compared and contrasted with the main findings of different pieces of literature reviewed in the Literature Review chapter. This will be done in order to assess the findings of this research based on the existing studies that are already present. This, in turn, will further help develop unbiased conclusions, based on which the importance of brand image and reliability will be assessed for Toyota. 

4.2 Key results 

It has been understood that automobile companies need to implement the significant key strategies, and key integrated aspects in strengthening brand image, and reliability. The findings identified wide ranges of associated key benefits towards the role of brand image and reliability in addressing the needs of consumers (Muthukumar et al.,, 2021). Based on literature review, it has been understood that brand image has the significant impact in strengthening effective brand performances, followed by brand performances. The corporate brand image is considered as developing and strengthening the overall commitment among consumers towards the brand, and influencing the repetitive behaviours among them (Essamri, McKechnie & Winklhofer, 2019). The memory and perception of value about the brand in the mind of consumers is identified to have the major impact in strengthening the reliability towards the company. The development and accomplishment of meeting the marketing offering among the consumers is implemented. Therefore, marketers need to understand the potential recommendation of identifying the attitude, and desire of consumers, which will help in influencing the loyalty among the consumers and strengthen the commitment towards the brand. Therefore, the potential role of corporate brand image, brand value, and understanding of reliability would strengthen the brand value (Iglesias et al.,, 2020). There is an existing relationship among corporate brand image, strengthening customer loyalty, and lastly, improving the commitment among customers towards the brand. 

Based on the entire research, it has been identified that the brand image of Toyota has been helpful for it to increase its revenue. As the customers have trust in Toyota, they remain loyal to Toyota as an automobile brand. Even the automobile products that are sold under the brand name Toyota have high preferences among customers. Lexus, which is a brand of Toyota is not as popular as Toyota as an automobile brand although both these brands are owned by Toyota. It is more interesting to find that a large section of US customers like Toyotas as they have high trust in Toyota as an automobile brand with a global reputation. Toyota has been able to maintain a positive image among its customers across the globe that have preferred to remain loyal to Toyota in turn. Hence, a mutually supportive relationship can be noticed between Toyota and its customers (Chikudate, 2019). This, in turn, helps the company increase its revenue. Considering the competitive rivalry, even from its brands including Lexus, the high revenue of Toyota has been possible due to its brand image among customers who have trusted Toyota for years. This, in turn, has been instrumental for the company in maintaining its global market share in the automobile industry to a great extent.

 In this respect, the opinion of Raji et al. (2019) discussed in the Literature Review chapter can be referred to. The scholars have argued that a brand can ensure its competitive advantage by maintaining its brand image. In the context of Toyota as well, this argument seems to be true as Toyota’s sustained success and growth in the global automobile industry has largely been possible because of its high brand image that ensures a trustworthy relationship with its customers. Customers, having faith in Toyota, remain loyal to this brand and keep on purchasing cars from this brand repetitively which is also noticed from the 63.9% customer retention of Toyota in this competitive world when there are so many other automobile companies present in the global automobile industry. However, customers choose Toyota over other automobile brands due to its high brand image. Cham et al.,, (2020) in the Literature Review chapter that clients buy vehicles from a brand which is well-known and has high reliability. In the context of Toyota, this argument seems to be true as the company has been able to maintain a high customer retention rate due to its brand image. The brand image of Toyota creates trust among customers which helps the company maintain a high customer retention rate and the revenue of the company increases with an increase in its global sales. This is mainly possible due to its reliability among people who have faith on Toyota as a reputed automobile company. 

The challenges and issues within the organisation contribute towards the poor brand image and brand value. There is need of implementing positive relationship with consumers and the organisation or marketers need to develop stronger customer relationship in establishing the key findings. The customer commitment, loyalty, followed by, assessing the potential relationship among these identified factors will help in maintaining the brand value. The findings identified the lack of knowledge in implementing the digitalization, and infrastructure inadequacies are resulting in poor quality of services, and thus, resulting in poor customer satisfaction (Zhou et al.,, 2019). As the findings identified the major challenging issue of callback crisis faced by the company (Toyota) and thus, such crisis or poor customer satisfaction results in reducing the brand image. There are potential risks including reduction in the stock price, and poor sales growth of the brand, and thus, findings focused in imposing the training and awareness provision to the staffs or employees, and associated stakeholders in accomplishing the potential demands and key outcome (Hatani, 2019). The digital transformation including effective usage and leveraging the social media platforms would help in improving the promotions, and advertisement to the niche or target consumers. Effective research and development will help in imposing evidence-based interventions or strategies to incorporate and strengthening value outcome within the automotive companies. Discussion provided the detailed analysis to the collected information and data from wide ranges of sources.

Chapter 5: Discussion 

5.1 Themes 

5.1.1 Theme 1: Role of Brand Image and Reliability in Automobile Companies 

The initial theme is identified based on accomplishing the objective of the study, and it has been found that there is a potential role of brand image, and reliability to strengthen the companies, and their overall impact. There is an existing relationship between reliability and brand image in strengthening the potential performances. The reliability performance is significant within automobile companies, and strengthening the brand image is essential, it has been found that these two components are major component in the eye of consumers (Danish et al.,, 2020). These are the key elements developing the potential perception, and influence among the consumers, followed by influencing wide ranges of feelings including beliefs, attitudes, and overall experiences of distinguishing with other products. According to Danish et al. (2020), brand image has the significant role in assessing the purchase intentions among the consumers in the automobile companies. Toyota ranked at the 9th position in the Fortune Global 500 list of 2020. Toyota has more than 28,000 active U.S. patents right now. Toyota’s fan following on Facebook in 2020 was around 4.96 million (Statista.com 2024b). The brand image contributes towards strengthening brand loyalty among consumers resulting in developing positive purchasing intention or buying behaviours. The successful brand awareness will impose positive great impact in strengthening brand loyalty, and have increased the sale of products within the automobile companies. 

As opined by Kirca et al. (2020), it has been found that the implementation of brand portfolio strategies has the significant impact within the automobile companies, along with, strengthening the potential impact in improvising brand image. The brand positioning within the automobile industry will help in strengthening the potential brand performances, along with, strengthening innovativeness and depth in maximising the potential the significant brand image. Therefore, there has been potential impact of brand reliability, and brand image in benefitting the key performances within the automobile companies. Supporting this argument, Topor et al. (2022) have argued that reliability is a long-term factor and its achievement depends on many things for instance stakeholder satisfaction, corporate social responsibilities, organisational culture and ethics among others. Nonetheless, Achmad and Rachmat (2021) have contributed to the research by identifying that as a brand seems reputable to people, mouth-to-mouth marketing is facilitated. Such marketing becomes supportive of a brand to increase its sales and attract more customers from different parts of the world in this globalised era in which international business expansion is quite easy and convenient.

Figure: Toyota brand image by vehicle sales

(Source: Statista.com 2024b)

According to Kato (2021), brand image within the automobile companies have the significant impact on developing loyalty among the consumers, in addition, after-sales services, and behaviours of dealers or staffs interact or communicate with automobile companies will strengthen the business performances. Being creative, advancement, and various element of sporty is identified to contribute towards strengthening brand image. As per Eklund (2022), brand is identified to develop the engagement among consumers, along with identifying and developing positive experience towards the brand is identified to strengthen key outcome within the automobile companies. Furthermore, Alfakih et al. (2022), identified that the determination of identifying the brand loyalty among consumers have the potential impact strengthening brand satisfaction, along with, improving the portfolio strategies, within the automobile industries. Brand image in association to brand trust helps in strengthening brand loyalty, and contributing towards consumer satisfaction, and therefore, advertisement and other strategies are imposed to improve the brand image. Effective social media marketing, campaigns, and other promotional activities contributes towards brand image and awareness, as consumers often follows, and develops their perception based on social media communication platforms, and strategies. Therefore, brand image and reliability are identified as mediating factor contributing towards improving brand satisfaction. As opined by Haralayya (2021), branding plays the major role in strengthening consumer buying behaviours, and therefore, automobile companies are continuously investing, and implicating the latest strategies in understanding the perceptions of consumers, and influencing their buying intentions. The concepts of reliability and brand image are identified to develop the connection, and potential relationship between consumers and the business, therefore, maintaining and claiming the positive brand image is identified to develop the attention, awareness, and interest towards the brand. 

The continual aspects of consistency in understanding, evaluating, and analysing the market trends, and consumer needs are identified to have the potential impact in building consumer’s brand and power. Being authentic about the features, services, and other specification of the businesses are identified to develop the business based on major strength and imposing the straightforward key message. The electronic word of mouth is identified as the significant strategy implemented by automobile companies in strengthening the brand value, and continued the relevancies, and reliabilities of the brand. Brand power is often measure based on the key performance indicator of brand image, and developing the significant benefits in meeting the marketing objectives, and initiatives. Automobile companies are identified as fastest growing industry, and therefore, developing, and strengthening their brand image and value will improve the business to acquire the target consumers, along with developing stronger relationship with the brand value (Danish et al.,, 2020). Thus, the initial theme identified the significant role of brand image and reliability within the automobile companies towards efficient business performances. 

5.1.2 Theme 2: Brand Image Helps Toyota Increase its Revenue and Customer Retention Rate

The rationality of customer retention would help in positive impact in strengthening the business outcome of Toyota. The second theme identified based on understanding patterns of positive impact of brand image strengthening Toyota in strengthening their revenue. In the previous theme, it was identified that brand image has positive impact in developing customer loyalty, and developing the significant relationship. Furthermore, it has focused in strengthening the rate of customer retention within the setting.  

Toyota has been able to maintain a high business revenue due to its brand image. The company has a high employee retention rate as well which has been largely possible as a positive impact on its brand image that Toyota maintains globally. Studies published recently have found that Toyota has been identified to maintain a customer retention rate. A study conducted by Reuters has been able to find out that Toyota has a customer retention rate of 63.9% as the company has been able to maintain its brand image (Reuters, 2019). Apart from that, the overall customer satisfaction of Toyota has enhanced with time which has also been helpful for the company to maintain its reputation among customers. In this respect, the customer satisfaction rate of Toyota can be assessed based on the data in the US market for Toyota which includes Lexus, Toyota, and all automobiles and light vehicles (Carlier, 2023). As customers are satisfied with the overall performance of Toyota which is a major factor in influencing the brand image of the company, its revenue as a brand increases. 

Figure 4.1: Consumer satisfaction with selected Toyota brands in the United States (Between 2009 and 2023)

(Source: Carlier, 2023)

As can be noticed from Figure 4.1, Toyota is considered the most reliable brand as it has the highest consumer satisfaction rate among all other brands owned by Toyota. In 2023, 84% of consumers of Toyota who were interviewed have opined that they are satisfied with Toyota (Carlier, 2023). The brand image of Toyota has been enhanced with the extensive growth of the company over time. The revenue of Toyota has increased which has been instrumental in keeping Toyota relevant to customers based on which the brand image to enhance. This, in turn, has been instrumental in maintaining a high customer retention rate that also influences the overall revenue of the company in a positive way.  This is due to the fact that the brand image of Toyota has developed confidence among its customers as the company seems promising. This, in turn, has caused the customers to remain loyal to Toyota maintaining its customer retention rate. 

Table 4.1: Revenue of Toyota between 2020 and 2023 (in thousands of Japanese Yen)

(Source: Yahoo Finance, 2023)

As can be noticed from Table 4.1, the revenue of Toyota has increased in recent years and the brand image of the company has been largely influential in this respect. Toyota made an extensive revenue of 37,154,298,000 thousand Yen in 2023 which has been influenced by its global brand image that helps the company maintain a high customer retention rate and remain loyal to Toyota for years (Yahoo Finance, 2023). This, in turn, becomes highly helpful for the company to maintain a high market share which is positively influenced by its rising revenue in recent times. The customer retention rate of Toyota helps the company maintain its sales based on which its overall revenue increases. This, in turn, becomes highly useful for the company to maintain high growth in the automobile industry. 

Table 4.1 described the ongoing increase in the revenue, and positive brand image has contributed significantly in strengthening the business growth. The brand image is identified to have the significant impact in generating revenue as the consumers are engaged with the brand, and imposed the positive buying behaviours. Toyota has successfully implemented and maintained their strategies in increasing sales, and generating revenue, thus, these factors will positively impact in improving brand image, and brand awareness. The optimal consideration of effective brand image, and ongoing improvement in developing a wider range of strategies would strengthen the customer retention rate, and revenue growth within the business. Customer satisfaction plays the major role in determining the wellbeing of the business, and thus, meeting their expectation and needs imposes the prediction towards revenue, and growth of businesses. Illustrating and addressing the development of strong brand reputation would help in analysing the acquisition of consumer segments. 

5.1.3 Theme 3: Toyota facing challenges in Brand Image and Reliability 

The emerging market is identified as a significant key factor contributing to challenges in developing brand image and reliability. Toyota is known for maintaining, and strengthening their brand image, however, the ongoing changes in needs, and perception of consumers within the emerging market is identified as the major challenge. Increase in the local competitions, as well as, regulatory hurdles are identified as the key issues affecting the operations of Toyota. Domestic manufacturers, as they operate in low operating costs, and other lower production cost are the key challenges, and therefore, Toyota has the significant role in overcoming the stiff competition in the global brands. According to Bhattacheryay, (2023), Toyota works in the operational functions of global presence, and therefore, their operational and supply chain initiatives work in various countries, such as transporting intermediate products or finished products. Bhattacheryay, (2023) identified that Toyota faced the major challenge with social and environmental issues, as it was continuously and rapidly growing in automated driving, electrification, and other specialisation of connected vehicles, and others. Therefore, identified issues and challenges negatively lower the brand image, and reliability. As opined by Pérez-Moure, Lampón, & Cabanelas, (2023), mobility business framework or model is identified to have the major issues identified in Toyota, and has affected the overall operational functions. The implementation of new technology based on the needs of the business, consumers, and associated stakeholders within the setting. It has been highlighted that the brand reliability of Toyota vehicles is very high since it can last up to 200,000–250,000 miles with effective maintenance. They stand at a reliability index of 59. They have enhanced their quality control statistics through hybrid technology. 

Figure: Toyota brand reliability

(Source: Carlier, 2023)

The implementation of technological advancement is identified to have an impact in business operations. The issue of lack of knowledge, and information to integrate the technological advancement in generating value for customers is identified. Similarly, Intarakumnerd, (2021) identified the challenges of training experts in integrating the technological upgrade within the automotive industries or companies. Toyota identified to face the similar challenges in integrating the significant advancement within the operational activities. Therefore, emerging market, emerging technological integration, and associated key factors have the significant impact in imposing the unique challenges and implementing the infrastructure inadequacies in generating the nuances in the cultural environment within Toyota. 

The adaption-based lesson learning is essential in imposing the potential recommendation or strategy in generating the brand image in Toyota. The overall analysis and evaluation of current position have the contributing factor affecting future outlook of the brand image or brand value. The incorporation of digital transformation, along with, integrating the corporate social responsibility (CSR) is identified to strengthening the crucial role and responsibility in meeting the potential needs, and demands within the emerging markets (Chikudate, 2019). The commitment and strengthening the potential position will develop the significant impact on global stature, as well as, strengthening local relevance. It is essential to upgrade with the urbanisation, and ongoing improvement in the income level. Toyota located in various geographical locations should focus in quality services, affordability, followed by maintaining, and acquiring the sustainable positioning to have the positive future growth. According to Chikudate, (2019), Toyota recall crisis is identified as the major challenge affecting directly in the brand image, and brand reputation. The poor communication and response towards the public criticism is identified to have the potential challenge affecting the business model, and integration. The Toyota’s recall crisis is identified as the major example and incident, which has affected negatively in reducing the brand value. As opined by Nguyen, (2023), the recall crisis included around 9 million vehicles globally to address the issue of unattended feedback and acceleration. The poor-quality products, poor aspects of addressing the need of customer, thus minimising customer satisfaction are the results of recalling the vehicles. However, the company had provided the continual resilience strategies in ensuring the sustainability practices, and innovative integrations. The company has ensured that such crisis or challenging scenarios will not occur in the future, and therefore, focused in strengthening the key activities to rebuild the brand reputation, and brand image. Some of the major problems with the products include gas pedal return, the height of gas pedal, followed by, challenges in brake controls of the hybrid cars of Toyota. Therefore, the company has to recall the vehicles to overcome their poor response to the issues, and production challenges. The recall crisis of Toyota has faced major challenge with financial loss, decreased in the stock price, and major decline in sales, consumer ratings, and increasing the overall cost to address and implement the recall. Thus, the identified challenges were continuously affecting the brand image and reliability within the company. 

5.2 Summary 

The chapter outlined the detailed collected information and data, and deduced the significant three themes associated to accomplish the aim of the research study. The chapter has successfully implemented secondary data collection, and thematic analysis to accomplish the developed research questions within the study. Effective role of brand image, and potential reliability is essential in strengthening the automotive companies, and the case consideration of Toyota was implemented in the study. Meeting the needs of consumers, and strengthening the customer satisfaction is identified as the core component to strengthen the brand image.

 Chapter 6: Conclusion and Recommendation

6.1 Conclusion

The research study successfully accomplished the developed research objectives and addressed the research questions in accomplishing the aim of the study. The research study focused on understanding the key benefits, and relevancies of brand image and reliability in automotive companies. The research study focused on considering the case of Toyota organisation, and deduces the overall findings, along with, the potential roles of these factors of brand image and reliability. This chapter will outline the key takeaways addressing the developed research questions within the study, and it will discuss the key recommendations for strengthening the brand image and reliability. Furthermore, the chapter outlined the future aspect of the study, which will help in effective implications for further research study.

6.2 Linking with Research Question(s) 

6.2.1 Linking with Research Question 1: What is the importance of brand image and reliability for the growth and development of automobile companies like Toyota?

The research study identified the benefits and importance of brand image and reliability in improving customer satisfaction, and customer loyalty, and strengthening the relationship between customer and business. In addition, the findings identified that brand image has a major contributing role in influencing purchasing intention or consumer buying behaviours. Therefore, brand portfolio strategies are considered an effective approach to improving the reliability, and brand image of automobile companies. Toyota is identified to be a leading organization with a strong brand image and reliability for the continual growth in the industry, however, continual aspects of learning and developing strategies would help in optimal growth and development. 

6.2.2 Linking with Research Question 2: How does reliability influence the growth and development of Toyota?

Reliability is identified as the major component, which strengthens visibility, and overall popularity in the global market. It helps in the continual growth and presence of brands in the global market for effective development. It is identified as an optimal belief, which would help in delivering the potential quality of services and products. Strengthening the reliability by improving marketing campaigns, and strategies of developing brand image within the company or business would ensure that consumers are positive towards the brand and focus on maintaining the effective aspect of retention rates of consumers. Therefore, the concept of reliability is identified to influence consumer satisfaction, increase retention rates, and overall development of growth in the market. Toyota is identified to have stronger reliability towards its success and growth. 

6.2.3 Linking with Research Question 3: What issues and challenges do Toyota face regarding brand image and reliability?

The continual evolution and emerging market as the major challenges for any automobile company including Toyota in meeting the needs, and continual demand of the consumers. The implementation of integrated strategies including digitalization, and lacking knowledge of digitalization processes would develop challenging issues in delivering quality services. Toyota faced the major challenging issue of a callback crisis, and the incident has provided a major lesson to strengthen, and maintain consumer satisfaction, and continuously overcome the potential gap in quality services and products. The challenges such as the callback crisis in the services are resulting in losing the potential interests of consumers, as well as reliability in the long run.

6.2.4 Linking with Research Question 4: What strategies can be formulated to ensure Toyota’s brand image and reliability?

The initial strategy would include evaluating and analysing the market trends in order totalled and the demands of consumers. The potential strategies include that the potential formulation of marketing mix approaches would help in strengthening the brand image, and reliability in extending the brand image. The implementation of effective CSR activities, digital transformation, and adapting the key strategies based on lessons learned from events or crises would be effective strategies in ensuring the maintenance of brand image and reliability in Toyota. There is a potential need to tailor the product line or meet the personalised needs of consumers to provide differentiated services. The after-sales service like “effective customer support” and effective implementation of wide digitalization in improving brand image would help in ensuring the ongoing reliability for the growth and development of the brand image in Toyota. 

6.3 Recommendation

The recommendations are developed based on the deduced key findings and accomplishing the aim of the study. The initial recommendation will be incorporating and developing CSR activities, which would help generate a positive impact the society and the community. One of the key core components of CSR activities or policies is that it has a direct impact on strengthening brand recognition, and accelerates the potential capital growth. Therefore, strengthening the CSR policies in Toyota would help generate a significant balance in accomplishing the business goals from the aspects of economic, social, and environmental factors (Mpehle et al. 2020). 

The second recommendation is increasing the focus on research and development in dynamic markets with digitalization aspects of the process; it will help in strengthening the strategies and policies based on emerging markets (Chirumalla 2021). The major issue identified was the continual emerging market, and therefore, the aspect of research and development would help in integrating evidence-based strategies and identifying the current trends and factors in the emerging market. Therefore, the ongoing feedback mechanism will help in strengthening the research and development within the organisation. 

The third recommendation would focus on adapting the strategies based on lessons learned, for instance, the callback crisis has provided a major lesson in improving customer satisfaction and focusing on quality services and products. Therefore, the recommendation would focus on strengthening the after-sales services and collaborating ventures (Balinado et al. 2021). The collaboration would help in overcoming the issue of competitive local productions.  

6.4 Future Aspects of Study

The limitation of the study includes a limited number of research articles within the research study. The lack of time constraint in gathering the data is considered as the major limitation of the research study. The future aspect of the research study identified the key relevancy in further research in the automobile industry or companies. The findings of the study would help in conducting the research based on evaluating and analysing brand image, and reliability for growth within the business. There is a future scope of study in further research of Toyota or similar companies in improvising their integrative-based strategies, and key competition. The research study identified the key findings and recommendations, which can help in incorporating within Toyota, and understanding the ongoing role of emerging trends. The scope of findings would ensure brands and marketers to strengthen their brand image, and develop key strategies in enhancing reliability for continual growth, and sustainability.