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How to Create Beloved Brand Value – From Profit to Benefit

↑The word “Brand” is derived from “branding” cattle.

The results of a Kantar survey on corporate brand value, “The World’s Most Valuable Japanese Brands Ranked,” were released.

Below is the status of the top companies in Japan.

The brand value is 2.9 trillion yen, or about 10% of Toyota’s total sales of 29.9 trillion yen.
Sony’s brand value is 1.1 trillion yen, or about 13% of its total sales of 8.3 trillion yen.

In contrast, global companies…
Amazon’s brand value is 42 trillion yen, plus 50% of sales, compared to Amazon’s total sales of 28 trillion yen.
For APPLE’s total sales of 26 trillion yen, the brand value is 35 trillion yen, plus 44% of sales.

In other words, the brand value of Japanese companies is only 1/15th that of global companies. This too large difference in brand value is naturally reflected in stock prices.

According to marketing god Jim Stengel, 1/3 of the stock value of the S&P 500, a leading U.S. stock index (calculated by Dow Jones Indexes based on the stock prices of 500 representative stocks from those listed on the New York Stock Exchange and NASDAQ) is We estimate that the value of the brand is the value of the brand. That is how important “branding” is.

◆ Reference
Book “GROW – Let’s Talk About Real Brand Philosophy” Author: Jim Stengel

Japanese companies must take more branding measures than just marketing measures.

To briefly explain the difference between marketing and branding, they are two different perspectives of a product or service, one from the company’s point of view and the other from the consumer’s point of view, or 180 degrees.

Marketing is the process of getting to know and buy your products and services. Branding, on the other hand, is about how much consumers love your product or service! This is the work of creating a

Getting products known and bought is profitable in the short term, but its power and effectiveness are short-lived. Branding leads to long-term profits if the product is loved. Hermes” and “Mercedes-Benz” do not lose profit or value in the long run, even if they change models or introduce new products. Branding is an area that is difficult to address with a mono-annual budgetary approach. Therefore, it is difficult to obtain internal consensus on the budget. Investment in branding will not proceed unless the president understands it. Neither the vice president nor the executive director can make progress. The marketing budget (PR) may belong to the publicity director, but the branding budget must be handled by the president. Branding consists of the “4 R’s”: PR, IR, CSR, and HR. A company’s brand value can only be enhanced if it is able to clearly execute the four Rs: traditional advertising and PR (PR), corporate information (IR), corporate social activities (CSR), and measures for employees (HR).

In order to be loved by consumers, it is meaningless just to advertise a lot. It is necessary to create an environment in which the company and employees that produce the product are loved by society. In order to get inside the consumer’s mind (insight), it is necessary to formulate a strategy that not only utilizes conventional mass media (TV and Web), but also SNS.

Good products made by good people are loved. Companies that are kind to the earth and do good things for society are also loved. If you look closely at the market, black companies that are making a lot of money are no longer making money in the long run.

Branding initiatives are not the kind that immediately generate sales. However, it will contribute to business management in the long run. That is the effect of branding.

Companies must move from profit to benefit.


* Profit : 営利(Profit) : 利益(Profit)profit, such as gain or profit.
Benefit : 営利(benefit)benefits include : 算入する(さんにゅうする)includes not only monetary benefits but also psychological benefits such as a sense of satisfaction.

* BrandZ™ is a database by Kantar (UK) that surveys the brand assets of companies around the world. Worldwide, it is the only brand valuation survey that combines an analysis of each company’s financial performance and business results with brands gathered from the results of more than 3 million consumer surveys, and has been updated annually since 1998. Kantar is a marketing company headquartered in London, England, that operates in approximately 90 countries worldwide.