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Increasing global brands out of Japan

Portrait of Minoru Fukuda
Partner
Tokyo Office, Eastern Asia
+81 3 3587-6660
December 22, 2014

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.

1. Clarification of how the brand will compete

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.

2. Possession of a structure to maintain brand freshness

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.

3. Build a brand-based organization

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.

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Shiten: Increasing global brands out of Japan

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In this report, three areas are discussed as key points for Japan-based brands to succeed globally.

Published December 2014. Available in