#Japan #Minato, Tokyo #BtoB Marketing #YOMIKO #Corporate Brand

YOMIKO's New Corporate Brand Diagnosis Package

YOMIKO, officially known as Yomiuri Advertising Corporation, has recently launched its innovative service called the "Corporate Brand Diagnosis Package," specifically designed to aid BtoB (Business to Business) enterprises. This package aims to provide strategic communication support and assist in the development of strategy formulation through in-depth research and analysis. As businesses face the challenges of effectively communicating their strengths and values, this new offering is set to address these obstacles head-on.

Key Features of the Service

1. Multi-Stakeholder Investigation: The service delivers comprehensive brand assessments through a detailed investigation that targets various stakeholders, including business partners, investors, potential recruits, and general consumers, analyzing how each group perceives the corporate brand.

2. Creation of Evidence for Problem Solving: The Corporate Brand Diagnosis Package is crafted to generate objective data and evidence that can be utilized for internal advocacy and securing budgets—essential for addressing unique challenges faced by BtoB companies, such as unclear communication of their strengths.

3. Support from Strategy Development to Execution: Beyond merely providing research data, the service offers support for crafting specific communication strategies and establishes concrete KPIs and PDCA cycles to ensure effective implementation and evaluation.

Why This Service is Needed

Evolving Corporate Communication Needs

The landscape surrounding BtoB firms has dramatically shifted due to increasing demands for sustainability, competitive talent acquisition, and diverse investor evaluation criteria. With corporate communication's impact on management outcomes reaching unprecedented levels, there is a pressing need to evolve beyond traditional goals like enhancing recognition and corporate image. Companies must now engage in strategic communications that directly contribute to improving corporate value.

Addressing Challenges of Value Communication

Many BtoB organizations possess outstanding technologies and service foundations; however, they often struggle to convey their core value to stakeholders effectively. This situation demands significant changes in strategies:

• - Creation of Business Opportunities: As the customer purchasing process becomes digitalized, the importance of brand strength and reliability formed before direct contact has intensified, influencing subsequent order acquisitions.
• - Strengthening Recruitment Activities: Attracting top talent requires resonating with the company’s purpose and growth potential, critical factors for prospective talent irrespective of their career stage.
• - Enhancing Corporate Value (ESG/IR): Investor evaluation standards are increasingly shifting from just financial data to encompass non-financial information, such as product specifications and the quality of branding.

To tackle these pressing issues, a transformation towards "strategic public relations" that focuses on resolving management difficulties and enhancing corporate value is essential. With the Corporate Brand Diagnosis Package, YOMIKO aims to clarify its client's current standing through research and objective data analysis, facilitating the development of effective communication strategies to elevate corporate value.

Insights Offered by This Service

• - Understanding Competitive Positioning: The service allows companies to objectively assess their standing by comparing brand awareness, corporate image, and value proposition with competitors.
• - Gap Analysis per Stakeholder: The package also measures how various target groups perceive the company, identifying gaps between desired values and what the company currently communicates.
• - Extraction of Communication Challenges: It visualizes the penetration of corporate purpose and business values among each target, prioritizing core messages and suitable media to share.

Investigative Package Details

• - Target Respondents: General consumers and a variety of specified targets (students, investors, business stakeholders, etc.)
• - Sample Size: Approximately 1,000 to 1,500 samples.
• - Investigation Items: Around 10 to 15 questions covering companies' recognition, understanding, corporate image, evaluation, intent to transact or employ, and current communication assessments.
• - Deliverables: Includes research planning, questionnaire creation, survey execution, data aggregation, analysis, and strategic reports.

Service Costs

The cost for the investigation starts at 3.5 million JPY (excluding tax), with variations based on the survey target range, sample size, and competitive settings.

About YOMIKO

YOMIKO is dedicated to expanding its business beyond traditional advertising, venturing into digital fields and consulting. They are committed to addressing social issues through community creation and strategies like the Civic Pride metric that highlight the communities’ attachments and pride. YOMIKO aims to continue being a "GAME CHANGE PARTNER," challenging changes for sustainable business and societal growth.

For more information, visit YOMIKO's website.