About Branding

What names come to mind when you hear the word "brand"? You might think of names like Hermès, Chanel, Louis Vuitton, Rolex, Omega, Stradivarius, FedEx, Apple, Rolls-Royce, Amazon, McDonald's, KFC, MLB, MBA, 007, Sony, Tesla, and Microsoft. Of course, there are countless other brands as well.

Brands can take many forms beyond product or company names. They include service names, movie or TV show titles, and more. Many brands are also strongly associated with specific categories. For example:

• Online shopping? Amazon.
• Luxury watches? Rolex.
• Spy movies? James Bond (007).

These names stick in our memory because they dominate their respective categories, showcasing the power of branding.

The Basics of Brand Awareness: The Role of Advertising
The simplest way for a brand to gain recognition is through advertising. By working with advertising agencies to promote their brand across various media platforms, companies can cement their names in people's minds. However, while advertising is effective, it is also one of the most costly methods.

When sales are generated through advertising, the expense divided by the number of sales acquired is known as Customer Acquisition Cost (CAC). The lower the CAC, the higher the profit margin. However, reducing advertising costs at the expense of sales defeats the purpose. Striking the right balance is crucial.

New Branding Strategies: Leveraging the Internet
In recent years, internet-based branding strategies have gained traction. Let’s compare two automakers, BMW and Tesla, to illustrate this point.

• BMW actively advertises across a wide range of media, including television and YouTube—a strategy employed by most automakers.
• Tesla, in contrast, does not advertise much. While you can find Tesla-related content on platforms like YouTube, many of these are user-generated content, rather than those created by Tesla. 

Tesla’s "advertising" primarily consists of posts by Elon Musk on X (formerly Twitter). In this case, Elon Musk himself serves as a personal brand, complementing the Tesla brand.

Branding for Individuals
While it’s challenging to expand recognition without heavy advertising, as Tesla, individuals can still leverage internet platforms like YouTube, Facebook, LinkedIn, X, and LINE to promote themselves effectively at a low cost. Even with limited budgets, anyone can utilize online tools for impactful branding. Examples include:

• Using social media: Share expertise or product information regularly.
• Creating blogs or videos: Provide valuable content to build trust and visibility.
• Leveraging word-of-mouth: Encourage customers to share their experiences, naturally expanding brand awareness.

Kenichi Uchikura
President / CEO
Pacific Software Publishing, Inc.
ken.uchikura＠pspinc.com
Twitter | Facebook | Linked In

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ABOUT PSPINC

PSPINC (Pacific Software Publishing, Inc.) is a technology company based in Bellevue, Washington, USA. Founded in 1987, PSPINC provides web hosting, email hosting, and other internet-related services to businesses and individuals worldwide.

In addition to its hosting services, PSPINC also offers website design and development, domain registration, and online marketing services. The company has data centers located in the United States and Japan, and it offers multilingual support to its customers.

PSPINC has a strong focus on customer service, and it has received numerous awards and accolades for its quality of service over the years. The company is committed to staying up-to-date with the latest technology and industry trends in order to provide the best possible solutions for its customers.

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The Quality of "Made in Japan"

What comes to mind when you hear the phrase "Made in Japan"? Many people might associate it with "high quality," "durability," or "craftsmanship." However, this positive perception is a relatively recent development. In the past, "Made in Japan" carried a very different reputation.

Decades ago, Japanese products were often labeled as "cheap imitations" or "low-cost goods." Especially during the post-war reconstruction era, Japanese products were perceived as affordable but of low quality—similar to how some may view "Made in China" today.

For instance, Japanese cars faced significant challenges in the American market at the time, often criticized for overheating and lack of durability. One of the reasons was the difference in infrastructure. In Japan, highways were not well-developed, so vehicles were not designed for the long-distance, high-speed driving common in the United States.

Now, consider Japanese cars today. They’re some of the most reliable cars available. As a result, Japanese cars command high resale values in the U.S. used car market.

Why Japanese Cars Are So Reliable
The durability of Japanese cars is not solely a result of corporate effort. It is deeply influenced by Japan’s unique environment. Japan experiences an array of extreme weather conditions. Summers can reach over 100°F, while the rainy season and typhoons bring heavy rainfall. Winters often plunge below freezing, and road de-icing agents are commonly used to combat snow and ice. These factors test a vehicle's body and parts for corrosion and durability.

To withstand such harsh conditions, Japanese automakers have continuously developed technologies to improve durability and quality. Vehicles that meet these stringent domestic standards perform exceptionally well in other countries with milder climates.

Even luxury European cars, when imported to Japan, sometimes experience increased mechanical issues because they are not adapted to Japan's unique environmental conditions. This highlights how Japan serves as a rigorous testing ground for product durability and reliability.

Beyond Automobiles
What about Japanese products beyond cars? While other industries may not face the same environmental challenges, Japanese consumers' high expectations for quality play a crucial role in shaping the excellence of Japanese goods. Japanese consumers pay close attention to details such as usability, durability, and design, forcing manufacturers to consistently deliver superior products. This consumer culture has significantly contributed to the global reputation of "Made in Japan" as a mark of trust and reliability.

Conclusion
The quality of "Made in Japan" products is a result of a long history of trial and error, adaptation to harsh conditions, and meeting the high standards of discerning consumers. Once dismissed as imitations or low-cost goods, Japanese products are now globally recognized as symbols of quality. Understanding this journey offers a deeper appreciation of the value behind the "Made in Japan" label.

Kenichi Uchikura
President / CEO
Pacific Software Publishing, Inc.
ken.uchikura＠pspinc.com
Twitter | Facebook | Linked In

__..-･**･-..__..-･**･-..__..-･**･-..__..-･**･-..__

ABOUT PSPINC

PSPINC (Pacific Software Publishing, Inc.) is a technology company based in Bellevue, Washington, USA. Founded in 1987, PSPINC provides web hosting, email hosting, and other internet-related services to businesses and individuals worldwide.

In addition to its hosting services, PSPINC also offers website design and development, domain registration, and online marketing services. The company has data centers located in the United States and Japan, and it offers multilingual support to its customers.

PSPINC has a strong focus on customer service, and it has received numerous awards and accolades for its quality of service over the years. The company is committed to staying up-to-date with the latest technology and industry trends in order to provide the best possible solutions for its customers.

__..-･**･-..__..-･**･-..__..-･**･-..__..-･**･-..__