“The Front Lines of Brand Value Improvement: Top Secrets to Creating Lovable Brands by

the Three-Investigators”

Mr.Katayama of DAIKIN INDUSTRIES, LTD says, “Air conditioners are mere white boxes

for sei-katsu-sha (consumers). There’s no one that “likes” this white box, nor are there

maniac lovers. But my job is to tell the charm of a company that makes these white boxes,

the charm of the box itself, and to tell the story of the charm of the air that the box provides.

Mr.Tomita of K-Opticom Corporation says, “Our new service “mineo” is 10th in the market.

We’ll never make it if we copy the top companies like eo Hikari. We build our brand

through unique and original tactics that are purely our own, combined through all wisdom

we have.

Mr.Kito of Daiwa House Industry Co, Ltd. says, “In times when the significance of existence

of advertisement departments are questioned, we took importance in the power of brand

value, not just numerable top line sales. We shared out-and-out, within the team, how we

could enhance our corporate symbol as social value.

When people would not move by just being told of the ad, these “three Investigators” will

tell their stories of how each overcame challenges, and their secret tips of brand value of

today.