First of all, it is sensible to answer the question: “What is branding?”
“Branding is a disciplined process used to build awareness and extend customer loyalty. It requires a mandate from the to and readiness to invest in the future. Branding is about seizing every opportunity to express why people should choose one brand over another. A desire to lead, outpace the competition, and give employees the best tools to reach customers are the reasons why companies leverage branding.” – Alina Wheeler, brand consultant
I make the above quote in modern times to reinforce that it is not easy to define an ever-developing concept of a complicated business process in a few words. Branding has been evolved to a more comprehensive collective of marketing practices since 1981, in which Al Ries and Jack Trout’s “Positioning: The Battle for Your Mind” was published. At that time, Ries and Trout invented a new approach of communication called positioning. They referred to position a product, a piece of merchandise, a service, a company, an institution, or even a person in the mind of prospects. Although they had not literally mentioned a brand, they did have a branding concept behind. Also, positioning has been ever since a very important component of any branding or marketing system of ideas.
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Apart from launching a sole outlet in Minami Aoyama, the Shikoku Towel Industrial Cooperative Association (STICA) still actively participated oversea trade shows. In 2014, they first joint the London 100%-design trade show. Continue reading →
Till the point where the subsidization from “Japan Brand Incubation Supporting Programme” was finished, Imabari Towel still did not have a sole outlet in Tokyo. There were only three collaborating outlets – Mitsukoshi department store, official gift shop in The National Art Center and Isetan Shinjuku department store. So what to do next? Continue reading →
During 2007, you can only find an outlet in Texport Imabari, Imabari-shi Ehime-ken that towels made by members of STICA were sold. There once had a guerrilla outlet in Ginza of Tokyo from 2003 till 2006. STICA could barely operate the outlet because they paid too much attention to the profit. Continue reading →
In Mr. Kashiwa Sato’s mind, the “Imabari Towel Japan” mark not only functions as an anti-bogusness, it would be an endorsement of high quality to merchandise. Starting from it’s launch in 2007, a set of identity are required to be applied to every qualified towels made by members of ITIA. Since launching, a member, whom a batch of unqualified towels were affixed “Imabari Towel Japan” identity, was requested to withdraw membership. Continue reading →
At first, Mr. Kashiwa Sato was not comfortable to accept their invitation because of the lesser-than-enough budget accomplishing a real branding project. What did Mr. Toyama do to convince Mr. Sato? Continue reading →
When you google “Imabari”, you will probably find out that the most outstanding recalls about Imabari-shi are shipbuilding and towel manufacturing. These industries became recognized simply because of its geography. Imabari-shi is located at the Seto Inland Sea of Japan, where maritime culture is implanted into the daily life from the beginning of modernism. Naturally, Imabari-shi has developed its maritime connection from shipbuilding to trade port.
Areas around Osaka and Nagoya are better in growing cotton, but the quality is the best. Basically, during Meiji Restoration (1868-1912), cotton is tended to be imported. With a longer history of cotton growing, Osaka is the largest centre of weaving industrial. Continue reading →