JTB Pursues Long-term Strategy to Enhance Its Brand Value by Setting Up Task Force
JTB undertakes the project to boost its brand power group-wide. It set up Brand Marketing and Strategy Department on October 1 on its organizational change. Hiroyuki Imaizumi who was named for general manager of the department tells about the mission of the team: â€œEverybody knows JTB by name, but it is quite another matter whether he chooses JTB. We want to enhance our brand value so that people feel happy about choosing us.â€ In time with the companyâ€™s 100th anniversary coming around in March 2012, all in JTB group are expected to have acute awareness of its own brand with a sense of group unity and belonging, he said, hoping to further upgrade the brand value.
Imaizumi says the JTB brand signifies bond of trust with consumers and a sign that echoes their voice. In order to strengthen the bond, JTB is going to make an appeal at home and abroad of its corporate philosophy and activities. For example, it will inform consumers not only of travel business but of its wide-scope social engagement including regional revitalization programs, events organization, and employeesâ€™ commitment to such tasks. Internally, JTB has appointed a â€œbrand ambassadorâ€ at each of the group companies who elicits staffâ€™s opinions, assimilate them with the presidentâ€™s direction, and determine how the branding should proceed. Setting the JTB Groupâ€™s brand image for the base, each company is expected to establish its original and distinct brand concept.
Imaizumi asserts what is required in the branding maneuver, internally or externally, is â€œsustained and painstaking efforts.â€ Brand value is never heightened overnight, he argues, with any single contrivance, however massive it might be. In his opinion, the most essential matter is the steady buildup of consumersâ€™ credibility, while the milestone of the 100th anniversary is only a passing point. Although JTB is swiftly going global, branding strategy for overseas markets comes at a later date as the brand establishment in Japan takes precedence, but at least it will start advertising overseas operation by any means.
Source: Travel Vision
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