Category — Branding

Another interesting aspect of Japanese marketing is the widespread usage of corporate mascots. While cute character mascots in the west tend to be targeted almost exclusively at kids (the Frosty Flakes cereal tiger for example), it is common to find corporate mascots in almost any industry in the Japanese market. [Read more →]

In baseball-crazy Japan, one of the game’s most interesting legends, known amongst fans as ‘the curse of the Colonel’, has presented a once-in-a-lifetime marketing opportunity for Kentucky Fried Chicken.

This legend stretches back to a famous night in Osaka in 1985, when local baseball team and perennial underdogs the Hanshin Tigers won the Japan Series Pennant – their first and only victory in the series to this day. As one of Japan’s most popular but least successful teams, delirious fans celebrated by having lookalikes of the team’s players jump into the Dotonbori River, which runs through the heart of Osaka city. [Read more →]

Matsushita. National. Panasonic.

Matsushita. National. Panasonic. What do these have in common? You may be surprised to know that all three are renowned brand names used by the world’s fifth-largest electronics company – the Osaka-based Matsushita Electrical Industrial Co.

The Matsushita Group made USD$79.4 billion last year – larger than that of Sony, who posted revenues of USD$77.9 billion. Interestingly though, Sony ranks as the 25th most recognised brand in the world in Interbrand’s “Best Global Brands” ranking, while Panasonic ranks in at a lowly 78. Clearly, the use of Matsushita, National and Panasonic on similar products has created some confusing brand image problems. [Read more →]