Branding for Beginners #2: A Series by Fumi Sasada
Design Research is a monthly magazine focused on examining the relationship between marketing and design from a range of viewpoints. Issue No. 5 of the magazine featured part two of Bravis president and CEO Fumi Sasada's series, 'Branding for Beginners.'
Brand equity was the theme this time. Sasada chose to illustrate the topic with insider stories from the history of Kirin Brewery's Hyoketsu, a shochu, soda-water and fruit-juice beverage which proved a smash-hit after its launch in 2000, despite being the firm's first-ever non-beer product. Sasada went on to reveal the brand equity built into the package design of Kagome's Yasai Ichinichi Kore Ippon ('A Whole Day's Worth of Vegetables in this One Bottle').
In addition to these examples, Sasada also went into the philosophy behind the creation and management of brand equity, thus insuring that the topic was covered from both the practical and the theoretical angle for the magazine's readers.
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