Research of Japanese Companies& Understanding on Brand Management

Abstract

The purpose of this article is to investigate managements which improve brand positions and effects which brands provide to companies. To this end, I carried out research on brand management by sending questionnaires to 3,803 Japanese companies listed in Tokyo Stock Exchange Market to new companies' Markets. There were 317 replies. I analyzed CB (Corporate Brand) and PB (Product Brand) respectively by testing if the population averages of high CB position companies and those of low CB position companies are significant. Regarding the management which improves the brand position, 15 out of the 16 items investigated are significant to the CB position, and 10 out of the 16 items are significant to the PB position. Quality improvement is said to be important for the brand position, but it is not significant statistically for the PB position, meaning that the quality improvement is a necessary condition, but not a sufficient condition. Regarding the effects of brand, all of the 10 items are significant for both the CB and PB positions