Corporate brand relationships: the case of TOYOTA F1 Racing Team

Abstract

Purpose -The purpose of this article is to explore the corporate brand-web associated with the TOYOTA F1 Racing Team in order to exemplify existing theoretical discussions of the brand-web concept and contribute to insights towards developing understanding of the structure of the corporate brand-web and brand relationships. Design/methodology/approach -A case study analysis of the TOYOTA F1 Racing Team, focusing on brand relationships associated with different levels of sponsorship is presented. The case study analysis is based on desk research. Findings -The corporate brand-web of the TOYOTA F1 Racing Team is presented. This portfolio of corporate brands and their relationships can be regarded as a corporate brand meta-architecture. The study also offers taxonomy of different types of sponsorship-based brand relationships, and identifies and discusses two key aspects of the relationships between brands, title sponsorship, and network relationships between the corporate brands in the brand-web. Originality/value -This article contributes to understanding of the corporate brand-web and brand relationships in the sponsorship context and demonstrates the complexity of multiple brand relationships, and the need for researchers and practitioners to understand and manage their corporate brand architecture.

The key importance of spending on research and development in Formula One

“…However, the largest source of revenue for each team's budget is sponsorship revenue (Cobbs et al, 2017; Solitander & Solitander, 2010; Tasiyana Kahuni & Rowley, 2013). And even this revenue is, among other things, based on team success.…”

Online Branding Strategies of Toyota

“…The study classified the branding connections were also discussing two essential components of branding: title advertising and network ties between corporate brands in online branding. The study has given an outcome of the corporate online branding and brand relationships in the sponsorship context, which showed the complexity of multiple brand relationships, as much as a necessity for researchers and practitioners to understand and manage their corporate brand architecture (Tasiyana, 2013).…”

Factors affecting sports sponsorship alliance formation

“…Partner with a greater level of business network, for example, sports league with a larger number of corporate partners, allows more opportunity for managers to connect their resources to those of others. As well as seems to be more potential in achieving alliance goal and could become crucial in manager's mind in terms of determining partner attractiveness (Kahuni and Rowley, 2013;Rami and Olkkonen, 2001;Olkkonen et al, 2000;Möller and Halinen, 1999). From the above discussion, it suggests that levels of business network is one of a considerable factor in manager's decision-making.…”

“…Many scholars explored and found the application of sports sponsorship as a means of facilitating relationships with other businesses through inclusion in a corporate partner network. For example; Lund and Greyser (2016) examined case of the Union of European Football Associations (UEFA) and its major international sports event, the European Championships (EURO); Kahuni and Rowley (2013) analyzed case of TOYOTA F1 Racing Team and the firms in its network sponsorship portfolios.…”

“…Partners with higher-level business network were considered to be more attractive than partners with lower-level business network (Kahuni and Rowley, 2013;Rami and Olkkonen, 2001;Olkkonen et al, 2000;Möller and Halinen, 1999).…”