R&D and Intellectual Property Report 2008
V. Brand Management
1. Brand Management Based on the recognition that its founders' sprits "harmony," "sincerity" and "pioneering spirit" constitute the Hitachi Brand's basic principles, Hitachi has gained its customers' trust with its sincere attitude toward work. As the business environment changes with the trends toward consolidated management, globalization and more emphasis on intangible assets, Hitachi Group has regarded the Hitachi Brand, its common asset, as an important management resource supporting its competitiveness. Moreover, since April 2000 it has vigorously promoted brand management to reinforce the Hitachi Brand. 1.1 Hitachi's Brand Platform and Corporate Statement The Hitachi Brand is a significant promise that delivers Hitachi Group's corporate strategy and social mission as well as specific corporate activities correctly to all the stakeholders. "Hitachi Brand Platform" clarifies what each and all of Hitachi employees working under the Hitachi Brand think and promise, and how they take an action. "Hitachi Brand Platform" consists of 3 pillars: "Brand Vision," "Brand Mission" and "Brand Value." (See Fig. 5.1)
Fig. 5.1
Hitachi Brand Platform
- 20 -
R&D and Intellectual Property Report 2008
The corporate statement "Inspire the Next" which consolidates and describes the essence of Hitachi Brand Platform has the meaning that "to keep infusing a new breath of life to the next era." By not having any word after the term "Next," it implies various ideas such as era, society, idea, product, system and solution. One of the aims of the corporate statement is to think and share the terms after Next with our stakeholders.
1.2 Hitachi's Basic Design Element To deliver Hitachi's corporate images and brand images integrally and continuously, Hitachi has established the Hitachi Group Identification Standards. The basic elements of the Hitachi Brand are as follows.
● Hitachi Mark: The mark symbolizing Hitachi which is used as the family crest.

下一页