Consumers often choose and use brands that have a brand personality consistent with their own actual self-concept, ideal self-concept, or others self-concept. Examine one of your recent purchases of a car, computer, furniture, or clothing, etc. 2. Toyota: Toyota has built a huge manufacturing company that can produce millions of cars each year for a wide variety of consumers. Why was it able to grow so much bigger than any other auto manufacturer? 2. Has Toyota done the right thing by manufacturing a car brand for everyone? Why or why not? 3. Did Toyota grow too quickly as Toyota suggested? What should the company do over the next year, 5 years, or 10 years? How can growing companies avoid quality problems in the future?
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