Marketing Communications Strategy and Brand Sustainability of Toyota Astra Motor Indonesia

DOI

10.2991/aebmr.k.210305.035How to use a DOI?

Keywords

Marketing Communication Strategy, Brand, Brand Sustainability, Collectivism

Abstract

Strategies applied to build brand and customer loyalty have an influence on a company’s financial position. Toyota Astra Motor Indonesia, one of Japanese automotive companies running in Indonesia, maintains its brand sustainability in Indonesia by applying a communications strategy through collectivist culture approach. This strategy is implemented by displaying advertisements that attract the attention of Indonesian people and offer to fulfil their needs, for example, by featuring the themes of family, friendship, art and culture as well as the need to congegrate. This strategy is implemented on a face-to-face basis by establishing more outlets in outlaying regions or via media by issuing advertisements on mass media and digital media with the involvement of influencers. This is aimed to maintain Toyota’s brand sustainability.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Ivan Riza Belgrade
AU  - Viriena Puspita
PY  - 2021
DA  - 2021/03/08
TI  - Marketing Communications Strategy and Brand Sustainability of Toyota Astra Motor Indonesia
BT  - Proceedings of the 2nd Southeast Asian Academic Forum on Sustainable Development (SEA-AFSID 2018)
PB  - Atlantis Press
SP  - 196
EP  - 199
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210305.035
DO  - 10.2991/aebmr.k.210305.035
ID  - Belgrade2021
ER  -