Honda-Current Brand Strategy
Honda has taken numerous actions to achieve new growth as it moves towards the fast changing era in the world. Its re-branding campaign is a progressive initiative, which has increasingly gained momentum over the years. This paper will focus on Honda's re-branding and brand equity strategies as reviewed in case studies and scholarly writings. Honda has maintained to be the most successful automotive import company in Japan. According to various automotive and financial analysts, Honda is geared towards becoming the leading automaker across the world. Currently, General Motors Corporation holds this position. This posits new challenges to Honda and its brand image. Honda launched brand equity and re-branding campaign to show its impact on the Japanese economy. This study looks at the possible success of Honda's re-branding and brand equity strategies.
Re-branding
Re-branding can be defined as how a brand is re-born. In most cases, a company utilizes the re-branding strategy when it desires to change the public perception of its image. It is also used when it seeks to reposition itself in the target market. Honda is in a peculiar position because it attempts to formulate a new image in the Japanese market while retaining its current image in foreign markets. Honda does not want to be viewed as a company, which surpassed the leading domestic auto-manufacturer from being the leading automotive company. As part of its re-branding strategy, Honda strives to be accepted and respected by Japanese consumers. The company seeks to reach out...
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