Working in Japan gives me an opportunity to observe cultural and societal aspects rather different from Europe or the US. Personally I continuously learn more about the rather unique Japanese marketing style. For sure a wide range of company naming exists in Japan, when I would like to focus your attention on the picture on the side: Tomato Bank. To this day I am wondering how this name was created and moreover, how come that the management supported this unusual idea? Frankly no matter how much time I take trying to figure out the logic behind this name branding, I still cannot see any connections with tomatoes and banks, money or loans.
Let me move one step back and ask the question: Within Japan what kind of companies are perceived as the top companies? In the recent Nikkei Shimbun an overview of the commonly top rated Japanese companies was presented. The feedback for this survey was conducted in November last year and contains the responses from 4094 men and 4406 women. On one side, I am shocked that it seems that for 3 years an insurance company gets overall top rating – because instead of finding creativity, I perceive a desire for protection of the present – but even more I am flabbergasted that it seems necessary to divide the responses based on gender.
First let me list the results of the survey about overall top rated Japanese companies based on Nikkei Shimbun, the leading economical newspaper in Japan.
1. Tokyo Kaijonichido Kasai Hokken (Tokio Marine & Nichido Fire Insurance Co., Ltd. 東京海上日動火災保険株式会社)
2. Nihon Seimei Hokken (Nippon Life Insurance Company, short version Nissay, 日本生命保険相互会社)
3. Mitsubishi Tokyo UFJ Bank
4. Mitsui Sumitomo Kajio Kasai Hoken (Mitsui Sumitomo Insurance Co., Ltd, 三井住友海上火災保険)
5. Mitsui Sumitomo Bank
6. Mizuho Financial Group
7. Daiichi Seime (The Dai-ichi Life Insurance Company, Ltd, 第一生命保険株式会社)
8. Sony
9. Mitsubishi UFJ Trust Bank
10. JR Higashi Nihon (East Japan Railway Company, 東日本旅客鉄道株式会社)
Overall insurances and banks top the list, when the selection was done based on company performance, size, stability and perceived global competitiveness. Considering the long ongoing economical challenges Japan is facing, society seems to trust mostly stable companies, which by nature of the business are not aggressive. I would have never expected Sony to get a rank in the top ten list, but it seems their customer service got an unusual high-ranking.
Before having a look at this company overview, I had assumed that there is no need to separate responses based on gender. I automatically assumed that in a business sense both gender have similar priorities in ranking companies. Personally I focus on profit, product innovation, customer service, company culture and word of mouth of employee satisfaction.
Lets check the responses from male respondents about the top 10 companies, which do not differ much from the previous list.
1. Tokyo Kaijonichido Kasai Hokken (Tokio Marine & Nichido Fire Insurance Co., Ltd. 東京海上日動火災保険株式会社)
2. Nihon Seimei Hokken (Nippon Life Insurance Company, short version Nissay, 日本生命保険相互会社)
3. Mitsubishi Tokyo UFJ Bank
4. Daiichi Seime (The Dai-ichi Life Insurance Company, Ltd, 第一生命保険株式会社)
5. Mitsui Sumitomo Bank
6. Sony
7. Mitsui Sumitomo Kajio Kasai Hoken (Mitsui Sumitomo Insurance Co., Ltd, 三井住友海上火災保険)
8. JR Higashi Nihon (East Japan Railway Company, 東日本旅客鉄道株式会社)
9. Mizuho Financial Group
10. Tokai Ryokaku Tetsudo (Central Japan Railway Company, 東海旅客鉄道株式会社)
With women now all of a sudden travel and food related companies pop up later in the list, when the Railway part is gone.
1. Nihon Seimei Hokken (Nippon Life Insurance Company, short version Nissay, 日本生命保険相互会社)
2. Tokyo Kaijonichido Kasai Hokken (Tokio Marine & Nichido Fire Insurance Co., Ltd. 東京海上日動火災保険株式会社)
3. Mitsubishi Tokyo UFJ Bank
4. Mitsui Sumitomo Kajio Kasai Hoken (Mitsui Sumitomo Insurance Co., Ltd, 三井住友海上火災保険)
5. Mizuho Financial Group
6. Mitsui Sumitomo Bank
7. Mitsubishi UFJ Trust Bank
8. ANA (All Nippon Airways, 全日本空輸株式会社)
9. JTB Group (Japan Tourist Bureau)
10. Meiji Group (mainly diary products, chocolate)
I am not sure what is for me more surprising, the actual difference of response based on gender or the possibility that Japanese companies are not truly effective in their marketing and PR approach addressing both gender.
As a side remark: The company I have been observing closely recently due to their promising business strategy made it at number 19th on the list: Suntory Holdings Ltd.
Brought to you by Sibylle Ito (シビル伊藤)
