Repetitive Toyota recalls will be causing a great deal of harm to their brand equity. more than 2 million motorcars in the United States to sort out sticking accelerator pedals. 4.2 million automobiles in the US to sort out pedals getting lodged below floor mats. nearly 700,000 autos in China as a result of imperfect electrical window switches. Toyota ceo on TV to apologise for recall  and still the press highlight more concerns as the company gets more jumpy.  I question how much brand value this has cost the company.