Society Misunderstanding of Branding : The Essence of Our Failure at P &G / KazuKi Nishiguchi

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Society [br] [Introduction]
There is no marketing term that is more misleading than the word "branding."
The biggest misunderstanding is the expectation that "branding will increase sales and improve business performance".
Do you know that even Apple Inc.'s "1984" and "Think Different.", which are always cited as examples of successful branding and are legendary in the advertising industry, have had little impact on business performance?
In spite of such excessive expectations, there are very few cases where the effects of branding are properly analyzed using indicators that are directly linked to business performance.
If branding is one of the marketing activities carried out for business growth, the success of branding should be reflected in business performance.
While talking about "brand strength" and "branding investment," there should be no situation where it does not lead to sales or profits.
Despite this, the area of branding is still difficult to evaluate, and it is treated as an art field. It tends to be a sanctuary where discussions about direct contributions to business are not allowed.
"Branding cannot measure its effects"
This is another major misunderstanding.
I was also worried about how to measure branding.
In general, there are indicators such as recognition, likeness, and NPS (Net Promoter Score).
I wanted to have leading indicators that could predict the future of "Benefits" and "Uniqueness" -- Why the high-end bread store was driven into the closing rush
Chapter 3 Misunderstanding of "Brand Equity" -- How to Discover Factors Affecting Purchases
Chapter 4 Correct "Brand-Ing Practices" -- How to Set and Implement Targets with Three Objectives
Chapter 5 Misunderstanding of "Brand-Measuring Indicators" -- What are Brand-Based Indicators That Are Closely Related to Business Growth
Chapter 6 Misunderstanding of "Rebranding" -- What are Brand-Based Indicators That Are Closely Related to Business Growth
Chapter 7 Relationship between "Marketing" and "Brand-Based Upon the Failure of Colas and Fancl
Chapter 7 Relationship between" Marketing "and" Brand-Based Upon the Failure of Customers
Chapter 8 Branding for Small Businesses
Conclusion
Biography of the Author
President and Representative Director of Strategy Partners and Wisdom Evolution Company, Graduate School of Economics, Osaka University
President and Representative Director of Procter & Gamble (P &G)
President and Marketing Director of Proctor & Gamble 2020 Marketing Headquarters Chuo University l'Occitane