In the 2012 Harris/Decima EquiTrend study, Toyota has received the title “Brand of the Year” among auto manufacturers. The study, which highlights 954 brands in 24 different product categories, uses three different measures to determine the final brand equity score. Additionally, the study also covers 14 other categories, including the level of consumer connection to a brand; brand performance compared with consumer expectations, perception of brand momentum and also, advocacy among consumers.
For the 2012 survey, Harris/Decima contacted 13,384 Canadians ages 15 and over during the course of July and August. And once the results had been tallied, Toyota emerged as the top category winner for automobiles, marking the second time in two years it has received the accolade.
“We spend a lot of time listening to Canadians and adopting their lifestyle wants and needs across our product lineup,” remarked Seiji Ichii, President, Toyota Canada Inc. “We value being recognized as Brand of the Year in both 2011 and 2012 as this award speaks directly to Canadians’ appreciation and consideration of the quality, value-added vehicles Toyota offers.”
