What's a Brand?

Why Is a Brand Essential?

Intelligence + Sensitivity

There is one good reason why corporations around the world are directing so much attention to brand establishment as a key issue for management today: The business community is beginning to realize there is no way for a brand (corporation/organization) to survive unless it is chosen by its stakeholders, including customers and society at large.

Competition among corporations has ascended onto the global stage, where it has intensified to new heights. Globalization is also progressing rapidly within companies. At the same time, advances in technological innovation are eliminating the disparities among different companies’ products and services. These changes have engendered a new era characterized by a shift in consumers’ selection criteria based on the degree to which they can empathize with a brand.


Consumption behavior has become an integral part of people’s lives, and the ability to consume in their own way and to make purchases that suit their personal tastes have become decisive factors. As a result, a brand must employ both a “self-embodiment function” and a “self-expression function” to win their hearts.

Customers not only shy away from self-serving product-centric messages, but from brands that simply try to cozy up to them. This is just as true for seikatsusha (“community residents”), investors and society at large as it is for consumers. A brand is consequently an indispensable intangible asset and intellectual property for corporations and organizations that hope to reinforce their bonds with stakeholders and achieve sustainable growth.

Today brand strategies are not only adopted by corporations including B2B companies, but also being employed at a larger scale by universities, independent administrative institutions, local regions and government departments.

The Gramco Methods

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