Branding in Japan - behavioural clues to the puzzle of Japanese advertising

Dr Hiroshi Tanaka

This article discusses the characteristics of Japanese advertising which often puzzle visitors - its `soft sell', its very corporate orientation, and its often apparent irrelevance to both target and product group - and explains them in terms of Japanese culture and conditions.

Branding in Japan - behavioural clues to the puzzle of Japanese advertising

Hiroshi Tanaka

 

Japan's consumer advertising often puzzles visitors. It is 'soft', semi-corporate - and apparently irrelevant in terms of both product and target group. However, its effectiveness can be analysed and explained behaviourally. In comparison with the West, the Japanese shop more often, and decide what to buy earlier (typically taking 'up-down' decisions). Companies similarly behave differently - rapid market changes dictate a bias to corporate rather than free-standing brands.

The objective of this study is twofold: first, to identify characteristics of Japanese marketers' brand building...

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