Overview of brand management program

1)   Brand platform

The brand platform defines the value that the Hitachi brand promises and provides. It is the authority on the values that all employees should share.

As such, it imparts a consistent direction to Hitachi brand-based business operations, and to corporate activities such as the provision of products, systems and services.

2)   The "Inspire the Next" corporate statement

The corporate statement is a way of concisely expressing the promise of the Hitachi brand as defined by the brand platform.

"Inspire the Next" signifies that Hitachi will continue to inspire and invigorate the next era to help enrich people's lives and make the world a better place.

Looking to the next era, it expresses Hitachi's commitment to inspire lives and communities by providing new products, systems and services that are quick to meet the needs of the times.

This corporate statement, together with the Hitachi logo, will be used with internal and external communications to convey the promise of the Hitachi brand.

3)   Brand development in strategic businesses

Strategic brands will be created and promoted.
By July, new category brands will be created in the net business and rapidly disseminated. In the digital media business, too, the development of new category brands linked to strategic product lineups is being studied.

4)   Coordination among Hitachi Group companies

To strengthen the dissemination of the Hitachi brand and increase the overall corporate value of the Hitachi Group, brand management will be implemented that encompasses the companies of the Group.

5)   Hitachi brand education programs

To ensure that the promise of the Hitachi brand is shared by all employees and reflected in their work, new educational programs will be systematically implemented.

6)   Hitachi brand management program

This is for imparting uniformity to corporate communications. The program will be implemented by a brand strategy committee that ensures coordination with management strategies, and a Hitachi graphic identification standards committee concerned with product/advertising activity aspects.

The committees will apply uniform control based on identity manuals that cover all aspects of brand management, including selection of corporate colors. Evaluations of brand images and values will be made more comprehensive.

7)   Integrated advertising campaigns

New advertising campaigns will be implemented that focus on the value that the Hitachi brand promises and delivers.

8)   Promotional organization

On April 1, a Brand Management Group was established within the Corporate Communications section to plan and promote brand management policies.

The Brand Management Group will work with the business planning department of each of Hitachi's business groups and Hitachi Group companies to ensure that coordinated management of the Hitachi brand is maintained.