Shiten: Increasing global brands out of Japan
In this report, three areas are discussed as key points for Japan-based brands to succeed globally.
It certainly goes without saying that brands have keen importance as a source of added value in products and services. At the same time, however, when viewing “real ability” from the perspectives of scale of economy, cultural maturation and other benchmarks, it is difficult to conclude that many Japanese companies possess brand power capable of making their marks on the global marketplace.
In this report, three areas are discussed as key points for Japan-based brands to succeed globally.
For brands, the formulas to be adopted as tactics will vary by the markets being targeted – luxury, premium, mass and so forth. It is vital to first define the basics in this context, and then proceed to the establishment of a winning game plan capable of setting the brand apart from others.
Even with outstanding creators, designers and other professionals onboard, it is tough to continue to maintain the “freshness” of any brand over the long haul without a solid structural scheme in place. Accordingly, it is vital to instill an in-house structure aimed at preserving and extending such brand sparkle.
To effectively develop a brand business on the global front, it is a key to exercise organizational control based on the brand itself – while additionally placing the top priorities on functional and regional axes. Especially vital at such junctures is that the head office function be closely geared to the specific type of brand being advanced.
In this report, three areas are discussed as key points for Japan-based brands to succeed globally.