HOME > Ad Info Top > Magazine Contents > Nikkei Design
HOME Ad Info Top Media Profile & Rates Print Media Online Media Mgazine Contents ABC Audited Circulation Web Access ReportsSite Map Ad News Sales Flyers Marketing Tips Advertising Specs Terms and Conditions Contacts Media Data Downloads Privacy StatementSite Map

Copyright(c)2007 Nikkei Business Publications, Inc. All Rights Reserved. All editorial content and graphics on this Web site may not be reproduced in whole or in part without the express permission of the copyright owner.

Nikkei Design

February 2007

Cover Story

The Value and Pricing of Brands

 

SPECIAL FEATURE 1

 

We Asked 300 Consumers “How Much is that Brand Worth?”

Most companies are yearning for brand power. How to differentiate themselves from their competitors, or how to increase sales in a mature market…? For corporations, products or services, brand power is what dictates the consumer’s willingness to buy, and the key to staying ahead of the competition. Even though brands are an important management resource, it is difficult to quantify their value or put a price on them. Just how much power do brands wield at the retail level, and how much do they contribute to sales? We conducted a survey of 300 consumers, and converted the brand power of products in the public eye to their monetary value, as well as delved into various brand strategies.

(Takehiko Imai, Kenichiro Ota, Ikuno Ito)

Overview

Brand Contribution Level & Rankings

Part 1: Products

Mobile Telephone: Softbank Mobile’s Softbank

LCD TV: Sharp’s AQUOS

Automobile: Toyota Motor’s Lexus

Compact Digital Camera: Canon’s IXY Digital

Humidifier/Air Cleaner: Plus Minus Zero

Inkjet Printer: Seiko Epson’s Colorio

Part 2: Food & Daily Necessities

Tofu: Otokomae Tofuten

Fruit: Yubari melon

Confectionery: C3

Hair care: Kanebo Home Products’ ICHIKAMI

Part 3: Character Products/CI

Canned Beverage: Kirin Beverage’s Panda Cha

Mobile Telephone: The 3 companies’ characters

Supermarket: Daiei

12 Kinds of Mouse Pad: Sigma A.P.O System Sales

Part 4: Case Studies

How to Build a Brand: Meiji Gakuin University

School colors as a way to communicate the spirit on which the school was built

How to Cultivate a Brand: Suntory Old

Keeping design changes apace with the Baby Boom generation

How to Measure a Brand: Interbrand

Coca Cola is worth 7 trillion yen - from the 2006 ranking results

 

 

SPECIAL FEATURE 2

 

Simple is not enough

How to get to the “gorgeous” which increases brand value

COLUMNS

Telling a Story Without Being Asked] Akiko Takehara

Security designs that dance on your back

 

Concentrated Serialization - Round 2: Challenge of a design venture — From remote country town to the world   Volume 1

SAJICA - Okawa, Fukuoka Prefecture

 

Discussion with Naoki Sakai on Design Management: Part 8　

Tokuo Kasai, President, Aprica Kasai/Aprica Childcare Institute

Designing a promise to babies

 

Design Marketing

The Leading Edge of Color Management

Packaging design by state-run Chinese companies in the face of foreign influence

 

 

Nikkei Design

February 2007

Cover Story

The Value and Pricing of Brands

 

SPECIAL FEATURE 1

 

We Asked 300 Consumers “How Much is that Brand Worth?”

Most companies are yearning for brand power. How to differentiate themselves from their competitors, or how to increase sales in a mature market…? For corporations, products or services, brand power is what dictates the consumer’s willingness to buy, and the key to staying ahead of the competition. Even though brands are an important management resource, it is difficult to quantify their value or put a price on them. Just how much power do brands wield at the retail level, and how much do they contribute to sales? We conducted a survey of 300 consumers, and converted the brand power of products in the public eye to their monetary value, as well as delved into various brand strategies.

(Takehiko Imai, Kenichiro Ota, Ikuno Ito)

Overview

Brand Contribution Level & Rankings

Part 1: Products

Mobile Telephone: Softbank Mobile’s Softbank

LCD TV: Sharp’s AQUOS

Automobile: Toyota Motor’s Lexus

Compact Digital Camera: Canon’s IXY Digital

Humidifier/Air Cleaner: Plus Minus Zero

Inkjet Printer: Seiko Epson’s Colorio

Part 2: Food & Daily Necessities

Tofu: Otokomae Tofuten

Fruit: Yubari melon

Confectionery: C3

Hair care: Kanebo Home Products’ ICHIKAMI

Part 3: Character Products/CI

Canned Beverage: Kirin Beverage’s Panda Cha

Mobile Telephone: The 3 companies’ characters

Supermarket: Daiei

12 Kinds of Mouse Pad: Sigma A.P.O System Sales

Part 4: Case Studies

How to Build a Brand: Meiji Gakuin University

School colors as a way to communicate the spirit on which the school was built

How to Cultivate a Brand: Suntory Old

Keeping design changes apace with the Baby Boom generation

How to Measure a Brand: Interbrand

Coca Cola is worth 7 trillion yen - from the 2006 ranking results

 

 

SPECIAL FEATURE 2

 

Simple is not enough

How to get to the “gorgeous” which increases brand value

COLUMNS

Telling a Story Without Being Asked] Akiko Takehara

Security designs that dance on your back

 

Concentrated Serialization - Round 2: Challenge of a design venture — From remote country town to the world   Volume 1

SAJICA - Okawa, Fukuoka Prefecture

 

Discussion with Naoki Sakai on Design Management: Part 8　

Tokuo Kasai, President, Aprica Kasai/Aprica Childcare Institute

Designing a promise to babies

 

Design Marketing

The Leading Edge of Color Management

Packaging design by state-run Chinese companies in the face of foreign influence