We know that brands associated with business success will benefit most. In addition to engendering respect, business success can imply quality, reliability and value. Further, past success counts; the marketplace has a long memory. Therefore, most of the top brands are connected with business success. GE, for example, has developed a strong brand with little brand-building activity simply because of its business success. Four of the top brands, as learned in a business manager survey conducted by Brand Japan, actually are perceived as driving the most successful business organizations in Japan, namely: Toyota, Honda, Sony and Panasonic.
Brand Vision that Inspires
Many top brands have a clear and often inspiring vision that leads to shared values, interests and lifestyles with customers. Google has an unrelenting pursuit of clean and fast. Muji, described in my article of January 30, is about simplicity, moderation, humility and self-restraint. Tokyo Hands enables people to create and build with their own hands. Panasonic, with its “ecosolutions” for the entire home and building, “eco-car” systems and “eco-ideas” for individual lifestyles, is a leader in the green movement. Cup Noodle and Nissan have innovation thrusts.