Module One

おはようございます！

BUSCA代表の戸井田です。

始めたばかりなのに、早速更新が滞ってきました。。

ちょっと忙しくて書いている時間がとれず。

そこで、今回はロンドン大学で提出した小論文の一部をお披露目しようと思います。

英語の原文とGoogle翻訳を使った日本語文を記載します。

ちょっとたどたどしい文章になり恐縮ですが、ご覧いただければと思います。

Choose your organization or, if you are not employed, a brand you are particularly interested in and do the “brand bar stool test”: Ask 3-5 people who know the brand (e.g., colleagues at work or family/good friends if you are not employed) to describe the brand in a single or a maximum of two concepts. Warm them up with the brand guessing exercise from the “Brand Identity & Brand Image” video, where Volvo = SAFE and Disney = MAGICAL. Do people have a clear sense of what the brand stands for? Please reflect on what you learned doing this exercise in just a few sentences. You need to submit at least 100 words to pass this assignment.

I will explain about the brand of Rakuten, a Japanese company. Originally, Rakuten was a company that operated a mail order site. However, recently they have entered the financial and telecommunications businesses. Finance and communication businesses require greater credit than mail-order sites. Therefore, what Rakuten has done is to get people's credit through baseball and soccer, which are popular in Japan. In baseball, we appointed the most famous Japanese coach to the team owned by Rakuten, and won a player who played a major role in the major league. In soccer, we sponsored the world-famous soccer team "Barcelona" and won many former Barcelona players on the Rakuten-owned team. In this way, we have earned the trust of people through areas of high interest. Rakuten, which has won the trust of many people, connects the credit of the company with the credit of the service, succeeded in all new businesses, and is now a leading company in Japan.

日本の会社楽天のブランドについて説明します。もともと楽天は通販サイトを運営する会社でした。しかし、最近、彼らは金融および電気通信事業に参入しました。金融および通信事業は、通信販売サイトよりも多くの信用を必要とします。そのため、楽天は、日本で人気の高い野球やサッカーを通じて人々の信用を獲得することを目指しています。野球では、楽天が所有するチームに最も有名な日本人コーチを任命し、メジャーリーグで活躍した選手を獲得しました。サッカーでは、世界的に有名なサッカーチーム「バルセロナ」のスポンサーになり、楽天所有のチームで多くの元バルセロナ選手を獲得しました。このように、関心の高い分野で人々の信頼を得ています。多くの人から信頼を得ている楽天は、会社の信用とサービスの信用を結びつけ、あらゆる新規事業に成功し、現在では日本を代表する企業となっています。

Choose your organization or, if you are not employed, a brand you are particularly interested in and determine what differentiates the brand from its nearest competitor. Is the most important reason one might choose the brand is because it has a lower price? Or are there significant functional-performance or service-level differences? Or is it mostly something about the customer experience at different stages of the customer journey (e.g., during purchase, usage, after-sales service)? Look at the 3E’s video again, if you are unclear about this. Please reflect on what you learned doing this exercise in just a few sentences. You need to submit at least 100 words to pass this assignment.

Here, too, I will explain about the Japanese company Rakuten. Rakuten is a company that operates a mail-order site. It would be nice if you could imagine the Amazon. Opening a store in Rakuten is by no means cheap. Rakuten costs about $2,000 a month, while other mail-order sites can open for free. However, Rakuten has the largest number of stores in Japan. Why? First is the credit that Rakuten has. Rakuten is one of Japan's leading companies and has a good reputation. Opening a store on such an Rakuten site means earning credit from it. Rakuten stores have a positive effect on the brand image of being able to shop with peace of mind. Next is the ability to attract customers. As I say many times, Rakuten is also popular in Japan, so it has a top-class ability to attract customers. Being able to put products on a site that has the power to attract customers means that people can see their products. Getting people to see it also leads to business opportunities. That's why Rakuten has a lot of new stores because you can get the advantage over other sites even if the cost is high.

ここでも、日本の会社楽天について説明します。楽天は通販サイトを運営する会社です。アマゾンを想像できたらいいですね。楽天での出店は決して安くはありません。楽天は月額約2,000ドルですが、他の通販サイトは無料で開くことができます。ただし、楽天は日本一の店舗数。どうして？まず、楽天のクレジットです。楽天は日本を代表する企業の一つであり、高い評価を得ています。このような楽天サイトに出店するということは、そこからクレジットを獲得するということです。楽天店は安心して買い物ができるというブランドイメージに良い影響を与えています。次に、集客力です。何度も申し上げますが、楽天は日本でも人気があり、集客力はトップクラスです。集客力のあるサイトに商品を載せることができるということは、人々が商品を見られるということです。人々に見てもらうことは、ビジネスチャンスにもつながります。だから、楽天はコストが高くても他のサイトよりも有利になるので、たくさんの新規出店をしています。