These Toyota recalls will be doing untold damage to their brand equity. more than 2 million automobiles in the US to fix sticking gas pedals. over 4 million motorcars in the United States to correct pedals getting lodged below floor mats. nearly 700,000 vehicles in China owing to defective electrical window switches. Toyota boss on TV to apologise for recall and still the press flag more concerns as the company gets more uptight. I question how much brand value this has cost the company.