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JACIII Vol.16 No.4 pp. 547-552
doi: 10.20965/jaciii.2012.p0547
(2012)

Paper:

The Relationship Between Brand Integrity and Business Continuity – A Case Study of Japanese Long-Standing Company, Shioyoshiken –

Shinichiro Terasaki and Shin’ya Nagasawa

*Waseda University, Sodai-11 Bldg. 3F, 1-6-1 Nishiwaseda, Shinjuku-ku, Tokyo 169-8050, Japan

Received:
December 1, 2011
Accepted:
April 7, 2012
Published:
June 20, 2012
Keywords:
brand management, business continuity, long-standing company, Kyoto, globalization
Abstract

The number 22,000 represents how many Japanese companies have lasted more than 100 years. This fact attracts the attention of the many researchers who explore the secrets of such business continuity, mainly from the angles of management philosophy, product innovation, and successful business succession. This paper, however, focuses more on brand management for identifying the relationship between brand building and business continuity, employing of the case of Shioyoshiken. Shioyoshiken is renowned for manufacturing sophisticated Japanese sweets for more than 130 years. The Shioyoshiken brand is well appreciated by private customers who emphasize the value of specialized sweets, particularly for Japanese tea parties and weddings. In this case study, we (1) explore Shioyoshiken “rashisa,” which means “identity” in English and (2) identify the secret of Shioyoshiken’s long-lasting brand strength, referring to an interview with Masaaki Takaya, the owner of Shioyoshiken, and deploying analytical frameworks such as 4M, 4P and Kotler’s 3i.

Cite this article as:
Shinichiro Terasaki and Shin’ya Nagasawa, “The Relationship Between Brand Integrity and Business Continuity – A Case Study of Japanese Long-Standing Company, Shioyoshiken –,” J. Adv. Comput. Intell. Intell. Inform., Vol.16, No.4, pp. 547-552, 2012.
Data files:
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Last updated on May. 11, 2021