Brand Reality: The Japanese Perspective

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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

DOI: http://dx.doi.org/10.1362/026725799784870478

Publication date: April 1, 1999

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