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

Shinichiro Terasaki; Shin’ya Nagasawa

doi:10.20965/jaciii.2012.p0547

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JACIII Vol.16 No.4 pp. 547-552

doi: 10.20965/jaciii.2012.p0547

(2012)

Paper:

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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:

S. Terasaki and S. 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:

References

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[10] S. Nagasawa and T. Someya, “Tradition and Innovation of “Toraya”,” Kyoto: Koyo-shobo, 2007.
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This article is published under a Creative Commons Attribution-NoDerivatives 4.0 Internationa License.

[1] [1] Teikoku Data Bank. “22,000 companies last more than 100 years in Japan.”
http://www.tdb.co.jp/report/watching/press/pdf/p100902.pdf (Accessed on April 4, 2012).

[2] [2] Toyo Keizai, “Japanese long-lasting companies,” Weekly Toyo Keizai, November 20, 2010.

[3] [3] R. Kanda and N. Iwasaki, “Learnings from long-standing companies,” Tokyo: JMA Management Centre, 1996.

[4] [4] M. Adachi, “Management of long-lasting companies,” Chiba: Hioike Gakuen Publishing, 1993.

[5] [5] Y. Irisawa and S. Nagasawa, “Product Innovation of Shinzaburo Hanpu and Regional Characteristic of Kyoto,” J. of Advanced Computational Intelligence and Intelligent Informatics, Vol.15, Vol.4, 2011.

[6] [6] A. Samejima, “Tips of human resource development from longstanding companies,” Tokyo: Iwanami, 2004.

[7] [7] A. R. Davies, “Where do we go from here? Environmental focus groups and planning policy,” Local Environment, Vol.4, pp. 295-316, 1999.

[8] [8] S. Nagasawa and R. Kino, “Nissan Identity and Honda Identity,” Tokyo: Doyukan, 2004.

[9] [9] J. E. McCarthy, “Basic Marketing – A Managerial Approach,” Homewood, IL: Richard Irwin, 1960.

[10] [10] S. Nagasawa and T. Someya, “Tradition and Innovation of “Toraya”,” Kyoto: Koyo-shobo, 2007.

[11] [11] Chocolate & Cocoa Association of Japan, “The transition of the sales of Japanese sweets,”
http://www.chocolate-cocoa.com/statistics/domestic/confectionery_j.html (Accessed on April 4, 2012).

[12] [12] J. N. Kapferer and V. Bastien, “THE LUXURY STRATEGY,” London: Kogan Page, 2009.

[13] [13] M.-C. Sicard, “Luxe, mensonges & marketing,” 2nd edition, Paris: Village Mondial, 2006.

[14] [14] P. Kotler, H. Kartajaya, and I. Setiawan, “Marketing 3.0: From Products to Customers to the Human Spirit,” Wiley, 2010.