Abstract

The theme of "Branding" has been added to the bestselling "Business Education" series, which has a layout using large full-color illustrations! In this day and age, "branding" is indispensable! Currently, "branding" is the most popular marketing topic. If your brand power is strong, you will gain the trust of your customers. This will lead to continued sales, you will not be involved in price-cutting competition, and you will be able to reduce advertising costs, among other benefits. This book explains "branding" theoretically and practically based on many examples. You can learn systematically, so you can understand the basics. It is designed so that you can understand the outline of the topic just by looking at one large full-color illustration and its caption. In addition to the examples of large companies such as Coca-Cola, BMW, MUJI, Google, Nissin Foods, and Suntory, it also explains many familiar examples of success through branding, such as ZOOM, Botanist, and Atami City, so you can immediately imagine and understand the points of branding. In addition, there is a chapter on how to put it into practice, so you can start even with a small budget, and you will also learn how to specifically advance branding. In the coming age, companies that practice branding will survive. And this does not only apply to large corporations. Small and medium-sized enterprises that do not have large capital are also indispensable for winning the trust of customers through branding. Be sure to gain knowledge about "branding" from this book.

Author’s Information

Professor Emeritus at Chuo University. PhD in Economics from Kyoto University.
After 21 years of practical experience as a marketing director at Dentsu Inc., he served as a professor at Hosei University's Faculty of Business Administration, a visiting researcher at Columbia Business School, and a professor at Chuo University Business School, before assuming his current position in 2022.
He has served as president of the Japan Marketing Association and the Japan Association for Consumer Behavior Research, among other positions. He specializes in marketing strategy, brand strategy, consumer behavior, and advertising. He has received the Marketing Book Grand Prize, Runner-up Prize, and Best Paper Award from the Japan Marketing Association, the Japan Advertising Association Award, the Chuo University Academic Research Encouragement Award, and the Tokyo Advertising Association Shirakawa Shinobu Award (Special Achievement Award), among other awards. He has published many books, including "Brand Strategy Theory" (Yuhikaku) and "Brand Strategy to Enhance Companies" (Kodansha).