Why western brand advertising has not been established in Japan

Isao Minami

This article argues that western brand advertising has failed to have a significant impact on the Japanese communications market, and that even Japanese companies, which generally use brand advertising in the west, change their strategy when advertising in their homeland.
  

Why western brand advertising has not been established in Japan

Isao MinamiHakuhodo Inc.

1. INTRODUCTION

Western brand advertising has not developed as could have been expected in the Japanese market. This is in spite the fact that many Japanese people admire brand advertising, as demonstrated by the ads that are nominated and receive awards at the Cannes Lions International Advertising Festival.

Why aren't these TV commercials shown on Japanese TV? Why is Japan not targeted by the ads that prove popular in the west? And how does this inconsistency work in the worldwide strategy of Japanese companies?...

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