Abstract
Mazda had formed a cross-divisional team to re-establish its Corporate Vision since 12/2009. The team developed new Corporate Vision,which clearly describes Mazda’s raison d’etre how Mazda should serve the real value in customers’lives with our product and service competencies. The Corporate Vision was developed to drive generating new corporate activities which enable the customer values in their car lives.
This commitment from the management had been penetrated to the whole organization by internal branding activity called as“Brand Value Management”.In the area of engineering,Brand Value Management had fully innovated the way for engineering.Instead of comparing the key functional attribute against competitors(old way),engineers are encouraged to pursue the ideal goal to embody the customer value and the right method to achieve that goal.Mazda is currently promoting Brand Value Management proactively in marketing,sales and service areas by have each regional manager,who are directly facing with dealers,become the real ambassadors to convey Mazda value from headquarter to sales frontline.
Mazda believes that this activity will eventually improve customer loyalty and engagement,and will bring steady business growth toward the future.
