Abstract

・Branding will increase sales
・Creating cutting-edge advertising that wins advertising awards will increase customers
・Using famous talents in advertising will increase brand power
・Unifying designs like Apple will sell products
・Investing a large number of TV commercials will create a "brand"
・Branding requires huge investments, so small and medium-sized enterprises cannot do it

These are all misconceptions about "branding".

The author says that he has been swayed by these "branding misconceptions" and has experienced many failures in branding.

If you avoid the misconceptions and traps of branding and set clear business objectives and proceed, you can expect great business effects regardless of the size of your company, from large corporations to small and medium-sized enterprises.

To achieve this, the starting point is not to learn the concepts of branding in order, but to learn what effective branding is for practical purposes.

This book minimizes explanations of existing branding theories and brand theories, and uses concrete examples to introduce ways of thinking to maximize the effects of branding, including explanations of the misconceptions and traps created by many famous giant brands. This book explains "branding" in a way that anyone can put into practice, including how to set goals and what kind of niche brands small and medium-sized enterprises should aim for.

Author’s Information

President and CEO of Strategy Partners and Wisdom Evolution Company.
Graduated from the Faculty of Economics, Osaka University. Brand Manager and Marketing Director at Procter & Gamble (P&G). After serving as Executive Director of Marketing at Rohto Pharmaceutical, he is now President and CEO of L'Occitane, Global Executive Member, Outside Director and Strategic Advisor. Executive Officer in charge of Marketing at SmartNews (Japan and the US). In 2020, he founded M-Force, which provides a 9segs analysis service patented in Japan and the US, which he sold to Macromill in 2024 and became Macromill's strategic advisor. As of December 2024, he is President and CEO of Strategy Partners and Wisdom Evolution Company.