Welcome to Japanese market
In Japan, it is often said that "customers make brands". One of the reasons is the strength of the word of mouth in the Japanese market. The action that a customer will communicate the product in a word of mouth is much stronger than the action that companies try to launch a certain amount of advertisements.
The consumer-led brand building and penetration by this word-of-mouth base is that the thought “Inherently good”, People who receive the talk believe that story and buy the same one. This phenomenon is due to the characteristic of Japanese society. As a result, in Japan, even if companies do not analyze the various branding factors in advance and build the brand, there are many cases where brand construction and penetration are realized "by hand" by the customer's word of mouth initiative. (The idea that if things are good, they can be sold without company-led branding)
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