Scenario 11-1
After a series of public relations setbacks, Japanese automaker Toyota unveiled a new company slogan in 2010. The slogan read, "Drive a Toyota. You'll never stop." The company hoped the new slogan would once again instill confidence in consumers, many of whom had grown weary of the brand after a number of massive recalls. The company chose to go with the slogan after turning down a number of others, including, "Toyota Puts the Pedal to the Metal. And keeps it there," and "Toyota. The Last Car You'll Ever Drive." The new slogan was featured in all of the company's advertisements.
-(Scenario 11-1)A slogan can be an integral part of a brand's image and personality,but it can serve other purposes as well.One of these purposes could be to:
A) develop the idea presented in the headline.
B) entice the audience to look at the visual.
C) provide continuity to an entire campaign.
D) close the sale.

Question

Scenario 11-1
After a series of public relations setbacks, Japanese automaker Toyota unveiled a new company slogan in 2010. The slogan read, "Drive a Toyota. You'll never stop." The company hoped the new slogan would once again instill confidence in consumers, many of whom had grown weary of the brand after a number of massive recalls. The company chose to go with the slogan after turning down a number of others, including, "Toyota Puts the Pedal to the Metal. And keeps it there," and "Toyota. The Last Car You'll Ever Drive." The new slogan was featured in all of the company's advertisements. 
-(Scenario 11-1)A slogan can be an integral part of a brand's image and personality,but it can serve other purposes as well.One of these purposes could be to: 
A) develop the idea presented in the headline. 
B) entice the audience to look at the visual. 
C) provide continuity to an entire campaign.  
D) close the sale.

Quizplus · Accepted Answer

The purpose of this particular slogan is to provide continuity to Toyota's brand image and campaign, as well as to re-instill confidence in consumers. While a slogan can also serve other purposes such as developing the idea presented in the headline or enticing the audience to look at the visual, in this scenario the main focus is on creating consistency and a positive association with the brand through the use of a new slogan. The goal is not necessarily to close the sale, but to regain consumer trust and build long-term brand loyalty.

Scenario 11-1 After a Series of Public Relations Setbacks, Japanese Automaker Toyota