"Strategic Thinking: Attractiveness Branding - How to Refine and Communicate 'Charm' to Enhance Corporate Value" Published

" Strategic Thinking for Attractiveness Branding: How to Refine and Communicate 'Charm' to Enhance Corporate Value " (Published by Nikkei BP, Edited by Corporate PR Strategy Institute/Dentsu Inc. Public Relations) was released on January 29.

B6 size, 240 pages, ¥1,800 + tax, ISBN 978-4-8222-5849-8

The Corporate Public Relations Strategy Institute focused on corporate "appeal" and constructed the "Corporate Appeal Model." Based on this model, the second "Corporate Appeal Survey" was conducted with 10,000 men and women nationwide, revealing the factors that influence consumers when they perceive a company as appealing. This survey received the Best Paper Award from the Japan Marketing Association in 2017.

This book categorizes and analyzes corporate appeal into three dimensions: "Human Appeal," "Corporate Appeal," and "Product Appeal." It also introduces initiatives by leading companies and features interviews with media representatives and experts.

As social media usage among consumers increases, ushering in what could be called an "era of 100 million citizen journalists," the structure of information flow has changed significantly, compelling companies to rethink their brand strategies. This book serves as a valuable resource for understanding how companies can refine and communicate their appeal moving forward.

Overview of 'Strategic Thinking for Attractiveness Branding'
Chapter 1 : Why Focus on Attractiveness Now?
Chapter 2: Three Elements and Six Domains Composing Corporate Attractiveness
Chapter 3: Three Elements of Attractiveness 1: Human Appeal CASE1 [Mitsui & Co.]
Chapter 4: The Three Elements of Appeal 2: Corporate Appeal - CASE 2 [Sony]
Chapter 5: The Three Elements of Appeal 3: Product Appeal - CASE 3 [Nissin Foods]
Chapter 6: How Corporate Appeal is Communicated
Chapter 7 : For Companies to Become More Appealing Entities