Running Head: BRAND AUDIT FOR LEXUS
Arizona State University
Brand Audit
MKT 302
Professor Olsen
3 December 2018
BRAND AUDIT FOR LEXUS
Executive Summary
Team 1 conducted a brand audit of Lexus, Toyota’s luxury sub-brand. The team
conducted research consisting of Lexus’ background, environments, marketing mix, positioning,
brand equity and information about the Lexus consumer. Four main recommendations were
developed for Lexus based on this research. They are to create a fully electric car, develop a
high-end luxury car, increase premium corporate partnerships and expand globally. These
recommendations will help improve Lexus’ market share and create higher brand awareness.
Lexus has made a name for themselves in the luxury car industry, known for quality, old
style luxury and being highly valued by consumers. Lexus has been improving their adaption in
demographic environments trying to reach younger consumers while retaining older customers.
Lexus is currently thriving in the economic, political and legal environments, benefiting from
increased disposable incomes and changes in laws and regulations that make the manufacturing
and distribution of vehicles easier. Although Lexus has been producing environmentally friendly
