ArrowArtboardCreated with Sketch.Title ChevronTitle ChevronIcon FacebookIcon LinkedinIcon Mail ContactPath LayerIcon MailPositive ArrowIcon PrintIcon Twitter
Business

Japanese brands are reliable, not so cool

SINGAPORE -- To appeal to overseas consumers, Japanese companies need to do more to position their brands as a way to project one's status, outlook or personality, according to a report by J. Walter Thompson. The international advertising agency noted that while Japanese brands are thought of as innovative and reliable, they are "not seen as sexy, design-driven or cool."

Sponsored Content

About Sponsored Content This content was commissioned by Nikkei's Global Business Bureau.

Nikkei Asian Review, now known as Nikkei Asia, will be the voice of the Asian Century.

Celebrate our next chapter
Free access for everyone - Sep. 30

Find out more