CSR & Brand Strategy

The Global CSR & Brand Strategy Conference

To upgrade global CSR activities

Global CSR & Brand Strategy Conference

On January 24, 2011, the third Global CSR & Brand Strategy Conference was held at the head office of Brother Industries, Ltd. (BIL).
As a guiding principle of the global business strategy, Brother has been promoting global CSR with an aim to establish "Brother" as a global "trustworthy brand". The conference was launched to enable the top management of group companies to review the progress of Brother's CSR and brand activities and develop future plans. The conference was attended by BIL President Koike (chairman of the conference), BIL executive officers, as well as presidents of regional sales headquarters (Americas, Europe, Asia/Oceania), Brother (China) Ltd. (BCN), Brother Sales, Ltd., and XING Inc.

The conference started with reports from presidents of regional sales headquarters and other members about the Brother Group Global Charter (the Global Charter) sharing activities and environmental contributions under the slogan of "Brother Earth" by respective organizations in FY 2010.

After these presentations, all the participants discussed the mid- and long-term strategies for CSR and brand. Major topics included:

Developing the Brother Group policy for the CSR and brand strategy under CS B2015;
Enhancing further penetration of the Global Charter; and
Upgrading eco-conscious activities under the "Brother Earth" slogan.

Discussions covered a broad range of other issues, too, including the growing demand and expectations from stakeholders, risks and challenges related to CSR and brand, and efforts to raise employees' awareness to meet these challenges.

Based on the discussions, a decision was made to enhance the following activities, in addition to the above group policy:

Promoting globally consistent social contribution activities
Addressing social challenges in emerging countries where Brother Group facilities are based
Enhancing brand management including improving the quality of the website
Continuously distributing reports externally about CSR and environmental activities

Stepping Up Efforts to Maintain a Consistent Brand Image in China

Setting up a task force to ensure integrated management of the brand image in and outside the company via a broad scope of activities

BCN employees responsible for integrated management of the brand image (Global CSR Promotion & Brand Strategy Dept.)

As part of priority measures to promote CSR activities in 2010, BCN started to build a brand governance framework to consistently manage the brand image in the Chinese market.

Building the brand value is critical, as it is closely related to customer satisfaction. Proper communication of a consistent brand image on a global scale helps increase the value of Brother's products and services.

With the sales network expanding and information transmitted via diversifying media, it is essential to promote brand governance. This requires an organization to raise awareness of the design manual^* and ensure it is properly administered.

In 2010, BCN set up a brand governance task force (with employees appointed for respective business segments) responsible for activities in and outside the company. In-house, the task force checked all printed matter and advertising tools prepared by different divisions, and provided training to teach all employees the importance of a consistent brand image by showing company letter pads, signboards, employee IDs, and wrappings, etc. that comply with the manual's requirements.

Outside the company, members of the task force visited dealers in the Shanghai area to check the usage of the Brother brand on signboards and printed matter, and asked dealers to be aware of a consistent brand image.

After a full year of activities, both employees and dealers now recognize the importance of a consistent brand image, while the task force identified future challenges. From 2011, further efforts will be made to supervise and screen ads and printed matter and to raise employees' awareness. Task force members will also visit dealers in other areas and enhance management and advice on using the brand. BCN will thus boost the value of the Brother brand throughout the sales network.

*: Brother Communication Design Manual: Application rules of the Brother logo and its corporate color are defined in this manual in order to properly convey the brand image.