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 We are living in a society that is increasingly affluent and global - a society in which both companies and people express diverse values and play their own role. Now more than ever, a brand with its own individuality and philosophy is indispensable. Furthermore, the brand is a highly strategic management concept and can be the source of profitable growth for the company. Japanese companies have shown their strength in competition for the functional quality of products, but they have given scant regard to strengthening the quality perceived by the customers. The result is a rather homogenous competition, and companies are suffering from low profits. Brand management is a powerful tool to break through the blockage in which Japanese companies currently find themselves. |
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