Tokyu Agency, Inc. Conducted "Survey of Branding Practice Companies

Tokyu Agency Inc. (Head Office: Minato-ku, Tokyo; President and CEO: Toshiyuki Kosaka) announces that its brand consulting unit "Yuen," which supports the creation, implementation, and penetration of corporate and business branding, has conducted a "Survey of Companies Practicing Branding.

Increasing corporate value is an important management issue, and interest in branding practices is increasing. YUEN, a brand consulting unit launched in April 2024, conducted a survey of corporate executives and employees regarding their own corporate branding efforts and compiled a list of key points for "highly sustainable corporate branding.

YUEN" will continue to support its clients to co-create values, build brands, implement them, and penetrate them, while staying close to their issues.

The key points of sustainable corporate branding, as revealed by a survey of companies that have implemented corporate branding

1. less than 30% of companies are practicing corporate branding

YUEN Research July 2024 "Survey on Corporate Branding" Corporate executives and employees n=2,200

2. the reasons for implementing corporate branding are business expansion, changes in the business environment, and human resource acquisition

YUEN Research, July 2024 "Survey on the Actual State of Corporate Branding," managers and employees of companies that practice corporate branding, n=420

In many cases, branding is implemented with the support of outside companies.

YUEN Research, July 2024 "Survey on the Actual Condition of Corporate Branding" Managers and employees of companies that practice corporate branding n=420

4. high satisfaction with branding correlates with continuation rate, indicating that companies that continue to practice branding are also highly satisfied with their branding

YUEN Research, July 2024 "Survey on the Actual State of Corporate Branding" Managers and employees of companies that practice corporate branding n=420

5: Branding practices supported by outside firms are more sustainable than in-house branding practices

YUEN Research, July 2024 "Survey on the Actual State of Corporate Branding" Managers and employees of companies that practice corporate branding n=420

6. the key to sustainable branding that is practiced on an ongoing basis is not enough to convey brand information, but to reach out to "internal", "management", and "stakeholders".

YUEN Research, July 2024 "Survey on the Actual State of Corporate Branding" Managers and employees of companies that continuously practice corporate branding n=261

7. support by an external company provides more advantages than the company alone, but there are also disadvantages, such as difficulty in gaining internal buy-in and penetration, and insufficient understanding of the company. It is necessary to select an external company that understands the corporate culture and internal environment, and is capable of envisioning penetration measures.

＜Reasons for satisfaction

We came to a conclusion that we could not have come up with on our own.

Professional help is necessary in important areas.

It was organized and easy to understand.

＜Reasons for dissatisfaction

It felt like we were forced to do something.

The meaning of the philosophy, which was not thought out in-house but outsourced, has not penetrated within the company.

The consultants' way of thinking was not consistent in some areas.

Survey Summary

July 2024 "Survey on Corporate Branding" (in Japanese)

Managers and employees of companies with corporate branding experience n=2,200

YUEN YOU AND

A facilitation-based brand consulting unit, created from V-WAYS(R), a co-creation branding support service offered by Tokyu Agency since 2006, focusing on brand consulting in order to respond to the changing challenges faced by our clients. The name of the unit, "YUEN," refers to the brand consulting services that we provide. The unit's name, "YUEN," incorporates elements that we believe are essential to a brand.

YUEN: Origin, roots, and connection with customers / TOKUEN: Significance of existence and basis of value / YOU AND: Customers, company, society, and co-creation partners

Yuen" facilitates the creation of a brand that is loved by customers as a "one and only" entity by valuing the brand's origins and reasons and refining the individuality inherent in the company or business.

Yuen" will increase the number of brands that form a healthy bond with customers, workers, and society, and create a future that makes people's hearts dance with joy.

URL: https://youand-firm.jp

*Trademark and design registration pending

■Contact us

contact@youand-firm.jp