Tag: Branding
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![The Power of Brand Names [Series by Sophia University Associate Professor Taku Togawa Part 2]](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20638%20479'%3E%3C/svg%3E)
The Power of Brand Names [Series by Sophia University Associate Professor Taku Togawa Part 2]
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This series is written by Taku Togawa, an associate professor at the Department of Business Administration, Faculty of Economics, Sophia University, who researches “sensory marketing.” In this second article, he will explain the importance of brand names and the psychological mechanisms by which consumers choose brands, based on the results and precedents of research in…
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What measures did Kakaku.com take to improve its brand value by focusing on pulse consumption?
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Kakaku.com, which operates the purchasing support site “Kakaku.com” and the restaurant search and reservation site “Tabelog,” has been operating “Job Box,” a bulk search site for job information, since 2015. Since its launch, the site has grown into a site used by users of a wide range of age groups, and in 2018 it began…
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How to proceed with branding that is necessary for small and medium-sized enterprises/What are the disadvantages of not doing so?
“Branding” is essential for companies to create a better image of themselves through feelings such as trust and empathy from customers. Although increasing brand power and corporate value is important for business growth, there may be cases where efforts are not making progress because the issue is how to actually go about it. In this…
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“Characteristics'' ranked first for five consecutive years in terms of what makes a company attractive. More than 70% of consumers take action after recognizing attractiveness (Corporate Public Relations Strategy Institute)
Dentsu Public Relations’ Corporate Communications Strategy Research Institute conducted the “5th Attractiveness Branding Survey” targeting 10,000 consumers nationwide in June 2020. This study analyzed the components of a company’s corporate brand by dividing them into “personal attractiveness,” “financial attractiveness,” and “product attractiveness.” This survey revealed what activities and facts about companies tend to appeal to…
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![[Part 1] Thinking about “branding = how to communicate your brand” – The first step in “communicating” is to interpret the situation in your own way](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%201920%201080'%3E%3C/svg%3E)
[Part 1] Thinking about “branding = how to communicate your brand” – The first step in “communicating” is to interpret the situation in your own way
When working on marketing and branding , many people have concerns about “how to communicate” such as “I can’t convey the appeal of my company’s products well” or “I don’t know how to convey a message that will touch the heart of the other person.” Sho. In fact, the way you convey information can make…
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Ateam's branding strategy – SNS operation as branding – ｜Ateam series No. 4
In this series, employees responsible for marketing strategies and tactics at Ateam Co., Ltd. appear and talk about their company’s strengths and unique marketing. In the fourth installment of the series, a person in charge of branding at the comprehensive lifestyle media “Eades” will explain brand strategy and SNS operation. Ateam serialized article What is…
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What makes you a fan of a company/brand? More than 70% answered "quality of services and products" (Neomarketing survey)
Neo Marketing, which provides consumer-based research and marketing support, conducted a “Survey on Fan Creation” for three days from January 21st to January 23rd, 2021. An internet survey of 1,000 men and women between the ages of 20 and 69 who have a company or brand that they can say they are a fan of,…
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What is branding? Introducing the meaning, difference from marketing, success stories and effects
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I think there are few people who clearly understand branding when they hear it. We will introduce the effects, methods, and success stories of branding strategies, which are now considered indispensable for marketing. We will also touch on the difference between branding and marketing, so let’s take this opportunity to deepen your understanding of branding.…
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Are ads that have won global awards still ineffective? How to improve content that doesn't lead to results
According to research conducted by online research companies and other organizations, it has been found that “high-quality advertisements that have won major awards for their creative works and are recognized around the world” are not necessarily “advertisements that are highly effective.” Cannes Lions, the world’s largest advertising festival, attracts original and highly creative advertisements, and…
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When it comes to brand experiences, Japanese companies are rated low on “intimacy'' and “problem-solving ability.'' Online experience has been found to have a significant impact on brand evaluation (KPMG Consulting survey)
KPMG Consulting Co., Ltd. conducted a study called “Global customer experience excellence research 2020.” This is a survey about personal experiences with brands and was conducted online. This global survey was conducted from late April to early May 2020 during the coronavirus pandemic, and revealed that the new coronavirus is having a significant impact on…
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![[Part 1] Thinking about “branding = how to communicate your brand” – The first step in “communicating” is to interpret the situation in your own way](https://i0.wp.com/i.pinimg.com/originals/64/84/d2/6484d22a0db341db1843a4ca1cfd71b3.png?resize=1920,1080&ssl=1)
