Toyota Recalled The Relevance Of The Door Brand And Agenda Setting

2010"Toyota recall"caused certain influence on Toyota brand. Mass media pay close attention to this event. In reports and developing of"Toyota recall", brand and agenda setting are concerned. Through the Toyota recall agenda settings, the connection of Toyota recall agenda-setting and public agenda, the association study of Toyota recall agenda-setting and brand image indicator, thinking of Toyota recall agenda-setting mode, we explores in brand recall crisis management, how could enterprises create favorable medium environment, improve and promote the brand image in recall management and communication process. We try to search out the way that agenda-setting can improve and enhance the brand image effectively in the process of recall management and brand communication.With the enhancement of industrialization degree, manufacture develops rapidly. Product structure, performance and production process are becoming increasingly complicated. Thus defect product eventualities increases, many enterprise may have defects, and needs recall agenda-setting. Appearing defective products is not a good thing to enterprise and brand. In order to protect the brand image, a lot of enterprises are likely to to set recall-agenda for defects. Effective recall agenda-setting can dissolve the problem that a defective product brought to the brand, the contradiction between consumers and products, the problem between consumers and products. Effective recall agenda-setting can well connect the media and the public, perhaps can even enhance the brand image. On the contrary invalid agenda-setting may cause loss of enterprise and brand image. This article uses"media agenda-setting"theory and brand image theory, to review Toyota recalls and the relevance of the recall agenda and public agenda. In addition we focus on how consumers think about Toyota recall, and the influence that recall agenda made on the brand image. This article think Toyota had defects on agenda-setting, slow agenda-setting after defect product appeared and unknown truth lead to prevarication that made Toyota suffered a certain loss at the initial stage of recall. This research points out the Toyota recall agenda setting caused certain effect on media agenda and public agenda, affected consumersbehavior of all levels, and also make fluctuation of the brand image indicator. In order to mix together into media agenda and public agenda, Toyota adjusted recall agenda-setting gradually. Seeking for the effective agenda-setting mode, Toyota is walking out of crisis step by step. Through thinking deeply of the relevance between brand and agenda settings in Toyota recall, this article shows the importance of recall management in enterprise when defective products once appear. Only when the enterprise make recall agenda-setting effectively and protect the interests of consumers, that it can protect and enhance the brand image.