Uedo: Centenary Enterprise’s Brand Strategy and Deployment

AGC Group was founded in 1907, this year coincides with the 110th anniversary, is Japan's first flat glass manufacturing company, the products are widely used in construction, transportation, electronics, bio medicine, energy and other fields, including construction and automotive glass share ranks first in the world, the world's second electronic glass. The secret of hundred years of continuous development of the company: a full share of the entrepreneurial spirit "from the shed is easy".

International Enterprise’ Brand Deployment

The first thing is unified globalization. In the business of 100th anniversary, the group will brand logo for the reunification of the "AGC", the name of the company, sub branch of the global change to AGC. If the group has a home in Europe, formerly known as Glaverbel, the company changed its name to AGC European glass. It is precisely because of the unity of the brand, so it is better to promote brands around the world.

The second is to change the business process from B2B to B2B2C. B2B is developed and manufactured by AGC in accordance with the requirements of end product manufacturers. B2B2C is AGC as an intermediate material manufacturer, which takes the initiative to obtain consumer demand, product development, and production to the end product manufacturers. If AGC finds out that consumers have UV protection requirements, it will develop a 99% UV shielding glass. Because it has made product research and development, it is very easy to promote to terminal products manufacturers. In other words, B2B focuses on product quality and customer service, and adds consumer demand (B2B2C), which allows users to feel happy and proud in addition to trust and reassurance from their customers. As a result, brands become more powerful and become more intimate with customers.

Third, pay attention to brand innovation. In the early days of entrepreneurship, the main customers of AGC were some builders, and they were pursuing a wide field of vision, transparent, transparent and beautiful. After entering the automotive era, AGC developed curved glass, which contributes greatly to the automotive industry. In the age of television, AGC developed radiation proof television glass. At this point, brand image is safe and secure. Into the IT era, AGC brand image becomes more high-end, more high-tech. Our latest product is used for 3D printing materials, and its material is ceramic. These brands give customers the impression that they have integrated these innovative technology products.

Global Brand Deployment

With the intelligent mobile phone glass for example, AGC has developed a special chemical tempered glass, it is several times higher than ordinary glass strength, and environmental protection. Considering the B2C effect, that is to make the terminal customers more familiar with and accept this product, we think that the dragon is the God of all things, all things long, so this will be the intelligent part of the universe, named the Dragon glass. How to convey brand information? We did a promotional film devoted to the product, advertising on the cover of Fortune 500 magazine and promoting it. At the same time, through the world-renowned event - Brazil world cup to spread the brand. We use glass instead of plastic to make professional seating for the World Cup players marked with AGC. These seats use glass equivalent to 7000 mobile phones. So far, only AGC has made seats with glass. Viewers can see AGC products through competition lenses, and the idea that we deliver to the world is that glass can change the world.