Full-dimensional operation: 105 Strategies for Brand Operation Illustrated

Author: Akira Hazawa
Publisher:
Publish Date: 2004-05-01
Features: For Japanese companies, there has never been a time like now when they are so dedicated to building brand management. Unfortunately, how many people can truly understand the meaning of a brand? It is truly unpredictable. When it comes to brands, what do you, as readers, associate with them? Many people immediately think of French perfumes, Italian leather goods, so-called luxury brands, and many also recall some brand names and logos. Or we often hear, "That company has strong brand power." What exactly does this mean? Is brand power the same as brand awareness, or does it imply a lack of ambition? Related to brands are so-called consumer goods—do they have nothing to do with production materials? Someone once said, "Our company is a medium-sized enterprise, so we don't need to spend on advertising expenses." Is brand building solely reliant on advertising?