We manage our brand globally in order to:
Brand is not just about perception. It is an important foundation on which we can innovate our offerings to sustainably create value for society and the company.
We apply international standards and best practices to manage our brand with a focus on:
Managing a brand systematically as an asset is still not standard practice for listed B2B (business-to-business) companies in Japan. As a B2B pioneer, we aim to manage the SATO brand to be chosen not only for our technologies but also for credibility and consistency.
In the first half of FY 2025, we surveyed customers, partners and analysts globally to determine our current brand position and areas for improvement. Based on the survey results, we are now building a brand strategy integrating our value proposition, competitive differentiation and long-term goals to develop action plans aligned with executive direction.
We post updates on brand-building via our internal social network and ask employees to share what they think about brands and branding through our Teiho reporting system. (As many as 2,231 Teiho reports have been received to date.) We also started Brand Day as an employee-led initiative to boost brand thinking and loyalty and strengthen global alignment.
We integrated our corporate and North American websites in December 2024 and are working to incorporate other regional websites. This is to improve the consistency and quality of our brand messaging for stronger brand recognition and more effective communication across every channel.
We train talent to manage and represent our brand correctly. We also aim to enforce brand governance by establishing a brand help desk and global policies for better compliance.
We track how we are performing externally via Brand Finance’s annual ranking of Japanese brands and various customer-focused metrics as follows. They measure the strength of a brand and are important for B2B companies, where they directly influence supplier selection and the fostering of long-term business relationships.
We also measure internal brand alignment, employee engagement and how familiar stakeholders are with our website. We will continue monitoring both external and internal metrics to assess the effectiveness of our brand-building activities in enhancing brand image and trust and employee brand loyalty.