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What Is Required of Branding Today?
New branding develops depth through the solution of the following seven equations.
Insight
Branding frame
We will share the basic concepts and theories for building and
managing a brand that moves people, organizations, and society.
We outline the concrete process of branding projects from seven key perspectives.
These range from the development of core corporate principles and purpose, to the creation of a shared future-oriented management vision.
We also address the symbolic outputs and practical implementation measures needed to effectively communicate and embed the brand across diverse stakeholders.
Finally, we discuss the overarching approach to cross-organisational management and governance.
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- What Is Required of Branding Today?
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- Philosophy and Identity-Driven Management
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- Positioning, Strategic Segmentation, and Market Advantage
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- Communication That Inspires and Engages
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- Brand-Led Product and Service Strategy
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- Civic Engagement and Social Marketing
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- Business Structure and Brand Architecture
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- Internal Branding and Brand Governance
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Philosophy and Identity-Driven Management
Stating clearly the purpose of the corporation’s existence, on which basis it acts in the interest of society as a corporation that is admired and has a sense of duty.
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Positioning, Strategic Segmentation, and Market Advantage
By effecting a schema change in its core business areas, the corporation moves into new areas and arouses potential customers.
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Communication That Inspires and Engages
Working on people’s 'sensus communis’ to convey messages and images.
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Brand-Led Product and Service Strategy
Investing products and services with the ideas of the corporation while regarding them as media for the value promise.
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Civic Engagement and Social Marketing
Delivering the message of the corporation’s social value to create a new community in which the public participates.
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Business Structure and Brand Architecture
With a complexity of businesses and products, strategically expressing brand architecture by organising the structure.
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Internal Branding and Brand Governance
Ensuring penetration of the philosophy and value promise throughout the organisation and pursuing sustained management.
Branding paradigm
We get to the core of branding,
employing insights from the companies and
organizations around the world we have helped to transform and grow.
We present a selection of advanced and distinctive branding case studies from around the world, featured in the book World Branding (edited by the World Branding Committee, published by Graphic-sha in 2006), to which AXHUM contributed through editorial involvement.
By examining transformative and growth-driven collaborations between leading branding firms and global corporations, public institutions, and regions, we explore both the current landscape and the future direction of branding.
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- Scandinavian Airlines
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- Audi
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- Wilkhahn
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- Muji
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- A Coherent National Brand for Denmark
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- South Tyrol
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- The Netherlands Ministry of Defence
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- The British Library
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- アドビ
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- ダンスクバンク・グループ
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- ヒュンダイカード
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- エーユー
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- ヒューマングループ
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スカンジナビア航空
Scandinavian airlines
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アウディ
Audi
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Wilkhahn
Wilkhahn
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無印良品
MUJI
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A Coherent National Brand for Denmark
A coherent national brand for Denmark
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South Tyrol
South tyrol
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The Netherlands Ministry of Defence
The Netherlands ministry of Defence
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The British Library
The British library
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アドビ
Adobe
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ダンスクバンク・グループ
Danske bank group
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ヒュンダイカード
Hyundai card
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エーユー
au
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ヒューマングループ
Human group
Branding learning
This is a case study of the ‘Branding Basics Course’ conducted for those in charge of branding projects.
"When launching a branding project, it is essential to share key branding terminology and fundamental concepts among project members and employees. This is delivered through the company’s internal communication system.
This article presents a case study of the “Introductory Series”, a regularly published internal bulletin issued fortnightly at a client organisation. Each issue was accompanied by employee surveys and interviews, allowing for both quantitative and qualitative analysis of brand understanding and the identification of key challenges."
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- What Is a Brand?
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- The Lifecycle of a Brand
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- A Brand Is a Value Promise
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- How to Create a Value Promise
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- The Communicative Company
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- A Symbol That Resonates Deeply
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- A Brand Is Built by People
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- How to Protect — and Destroy — a Brand
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- To Manage the Brand
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What Is a Brand?
In this section, we aim to explain the fundamentals of branding as simply and clearly as possible, using real-world examples along the way. To begin, we explore the origins and meaning of the word “brand”.
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The Lifecycle of a Brand
In the previous section, we explored the origins of the word “brand.” This time, we look at the history of corporate branding itself.
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A Brand Is a Value Promise
The Core of the Brand: The Case of Haagen-Dazs
In this section, we examine the essence of branding—what we call the “core promise”—through the case study of Haagen-Dazs, a premium ice cream brand.
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How to Create a Value Promise
Today, I would like to talk about how to create a value promise.
Formulating a value promise is much like cooking: it is a holistic concept that combines essential ingredients, preparation methods, and presentation. It is simultaneously a strategic framework and a design exercise.
In this session, we will explore the key points — or the recipe — for crafting an effective value promise.
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The Communicative Company
In our previous discussions, we focused on the importance of the value promise. However, no matter how compelling the value promise may be, it remains merely a blueprint unless it is brought to life.
In this session, we will explore what is truly required to transform that promise into reality.
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A Symbol That Resonates Deeply
This Session: The Core of Brand Communication — “The Symbol: Name and Mark”
In this session, we will focus on the symbol — the name and mark that form the nucleus of brand communication.
We will explore key considerations in the development, implementation, and deployment of brand symbols, and discuss best practices for ensuring their effectiveness and impact.
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A Brand Is Built by People
From Intention → to Language → to Action
Once a core promise and brand symbol have been defined, the branding project enters its critical implementation phase.
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How to Protect — and Destroy — a Brand
Up until now, we have focused on the question: “How is a brand created?” Today, however, we will turn our attention to a different but equally important topic: “How can a brand be protected?”
Using the case of the Snow Brand incident that occurred last year as a reference point, we will explore together the key principles and challenges of effective brand management.
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To Manage the Brand
Ultimately, brand management must be both proactive and reactive — internally and externally. To achieve this, clearly defined brand guidelines and a cross-functional organisational structure are essential for effective enterprise-wide brand governance.
