連載：エンジニアリング・ブランド概論 第１回：はじめてのブランドづくり

─エンジニアリング・ブランドの伝える機能─

抄録

I started a new series titled an introduction to Engineering Brands. This first article, “Guide of Brand Creation,” explains what Engineering Brands is, and it discusses successful cases which demonstrate effective market building with Engineering Brands.

First, it explains the basic role of Engineering Brands in brand marketing. Once the Brand is established, customers look for the product without company’s promotion efforts.

The second section explains a communication functionality of Engineering Brands by classifying some examples. Product branding is built by the recognition of product competitiveness in the market, and the product name itself becomes widely known as a result. The same for corporate branding: corporate branding is built by the recognition of company’s competitiveness in the market, and the company name itself becomes widely known by consumers. There are 3 ways to market product competitiveness: it is promoted by product functions, value propositions, new market development. Also, company competitiveness is promoted by corporate mission, business domain, and engineering expertise.

Engineering Brands has advertising appeal and helps build product branding and corporate branding.