What is a Brand?

To a customer, a brand is a "symbol indicating unique value which does not exist elsewhere." A brand is not created through corporate activities alone. A brand is only established when customers actually experience the products or services offered by a company, recognize them as something of value, and feel a sense of satisfaction or expectation toward them. In other words, a brand is created through the interaction between a company and its customers. In addition, when poor products, inappropriate service, or corporate scandals occur, they have the direct and immediate effect of reducing the brand power. It is important for a company to respond to the support and expectations its customers have of the brand, but to also protect the brand.

What should a company do to strengthen its brand?

To strengthen its brand, a company needs to provide "unique value that does not exist elsewhere," fulfill customer expectations, and "establish a favorable reputation." To accomplish this, all employees must share a common “fundamental mindset about the brand," and consistently carry out all business activities based on this. Strengthening the brand, in turn, leads to further enhancement of corporate value.