Benda Kogyo: "One Benda" project for continuous internal branding to mark the 50th anniversary

This case study shows how Benda Kogyo, a car parts manufacturer, developed an internal campaign to celebrate the brand's 50th birthday and streamline its business throughout its branches across Asia.

Advertiser: Benda Kogyo Co., Ltd.Agency: TOPPAN PRINTING CO., LTD.Country: China, Japan, South Korea, Thailand

Objectives

Summary(Project outline):

Benda Kogyo Co., Ltd. (headquarters: Kure City, Hiroshima) is a global corporation with offices in Korea, China and Thailand, and the world’s largest manufacturer of ring gears used in vehicles. In order to ensure a steady transition from a family enterprise to a corporation, we decided to do more than simply celebrate the 50th anniversary of our company in 2014, and marked the anniversary year with continuous activities focused on tackling issues.

  1. We created the first three-year medium-term...

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