By placing great importance on management strategy to strengthen the brand in world markets, Mazda has established itself ahead of other Japanese carmakers as a leading brand on the world stage. In order to communicate Mazda's unique value globally, Mazda established "World Wide Brand Positioning" (WWBP) in April 1998. Then, in February 1999, Mazda began fundamental development of the WWBP as the brand strategy, at the same time developing the current Mazda symbol and logo. All of Mazda's corporate activities are advancing in line with the WWBP, and Mazda's symbol and logo are prominently placed to catch the customers' eye. Through these initiatives, Mazda aims to establish a single, unique brand image throughout the world's markets. We will try to introduce Mazda's brand activities below.
Nowadays, it is not just Mazda that recognizes the importance of brand image; brand promotion groups and brand management committees are being created in companies around the world. This is because of the vital role that brand image plays in distinguishing between one company's products and those of competitors.
The question we have to ask is:
“If there are two products with exactly the same functionality and price, by what basis do people choose one over the other? Why choose that one?”
Various brands exist around the world; for different beers and computers, clothing and drinks. There are numerous brands for every kind of product. But if the functionality and the price are the same, which brand will most people choose? How do they make the decision on which brand to choose?
The reason why we choose a product is because we identify with the message being put across by the company that makes it; or because the product possesses something that represents how we wish to be perceived as an individual, or it holds some relevance to our personal experience. Don't we form some kind of emotional link to the product or to the company that makes it? This emotional link with customers is an important asset that raises brand value, and it is high-value brands that are recognized as excellent brands.
There are similar products throughout the automotive industry. Mazda considers it vitally important to strengthen its emotional bonds with consumers in order that they choose a Mazda car from among all the similar competitors. In order to create an excellent brand image through strong emotional ties with consumers, Mazda did not initially concentrate on brand strategy schemes, but rather sought to define a brand DNA.
Target Customers
Mazda's target customers are “Those individuals who stay young, have a good capability to express themselves, are always passionate and are self-confident in their choices.”
Mazda's Brand DNA
Mazda's brand DNA is divided into two concepts of “Personality” and “Product.” In order to gain pathos from the target customers, Mazda tried to create an image where “Personality” is defined as “Stylish,” “Insightful” and “Spirited,” and to guide Mazda’s craftsmanship, “Product” is defined as “Distinctive Design,” “Exceptional Functionality” and “Responsive Handling and Driving Performance.”
The Creation of Zoom-Zoom
Mazda introduced the new brand message, “Zoom-Zoom” (the love of motion experienced as a child) as a plain and simple expression of what Mazda stands for. It is being developed in the key markets worldwide. Based on this concept, the cars that Mazda produces are also imbued with the Zoom-Zoom spirit.
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Mazda's brand strategy as defined by the WWBP, is what drivies forward all of its activities, including products, events, publicity and relationships with dealers. Ever since the launch of the Mazda6/Atenza in 2002, and including the RX-8, Mazda2/Demio, Mazda3/Axela, Verisa and Mazda5/Premacy, Mazda has introduced next generation products which reflect the brand DNA. As a result, the Mazda6/Atenza has won a number of various awards in over 27 countries, including the RJC 2003 Car of the Year in Japan. The Mazda RX-8 won the RJC 2004 Car of the Year. This is the result of reflecting the Mazda brand in the products and is recognition that the brand has met the approval of consumers.
Mazda brand DNA is also reflected in any number of places where Mazda comes into contact with consumers. For example, we are working hard to present a single unified brand image that is consistent throughout international motor shows held in Japan and overseas, at event venues and dealerships worldwide.
Through these efforts, Mazda is working every day to build strong emotional bonds with potential customers wherever they come in contact with Mazda's products.
In the future we hope you will feel Mazda's brand presence wherever you may experience it.
