Brand Reality: The Japanese Perspective
Authors: Johansson, Johny K.; Hirano, Masaaki
Source: Journal of Marketing Management, Volume 15, Numbers 1-3, April 1999 , pp. 93-105(13)
Abstract:This study of the Japanese perspective on brand reality draws on personal interviews in Japanese organizations and published writings on branding in Japan. It first details the various factors which make brand reality such a natural and powerful element of the successful Japanese organizations. The study then discusses how brand reality is created by Japanese firms. It ends with the current efforts of the Japanese organizations to manage and control their future brand identity.
Document Type: Research Article
Publication date: April 1, 1999