Sharp 2006 Annual Report Download - page 14

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13
Boost brand value for sustainable and profitable growth
A high-valued corporate brand is an extremely important asset for any company.
Not only does it yield higher product value and superior competitiveness, it also forges
long-lasting relationships of trust with customers and strengthens the cohesive power
and the morale of the entire group.
Sharp’s consistent management goal has been to strive to create genuinely new
products, and to undertake what no one has done before, together with aspirations to
contribute to society by providing customers with unique products. We believe that
achieving these goals can lead to more affluent, enjoyable and novel lifestyles. This
company policy has been pursued constantly as a central element in our business phi-
losophy and business creed.
Sharp’s unique products bring a high level of satisfaction and trust to customers,
which in turn leads to the creation of “expectation,” “aspiration” and “confidence” in
the Sharp brand.
Enhancing the value of the Sharp brand translates into more highly profitable busi-
ness and sustainable company growth.
Brand vision: “The innovations for changing lifestyles one after another”
Since its founding, Sharp has always worked to sincerely provide customers with
innovative products that realize affluent and fun new lifestyles. And this message has been
personified in the brand vision: “The innovations for changing lifestyles one after another.”
Sharp’s business activities around the world focus on the realization of this concept.
Initiatives to raise brand value in all business activities
We believe that a brand image is fashioned through experiences that come from
interaction between Sharp and its customers. This interaction takes shape in various
forms, including in the development of distinctive, attractive products, in public rela-
tions and advertising that demonstrate product benefits and appeal, and in the high-
quality products and customer support that bring customer satisfaction.
For all group employees, establishing a strong brand is always a high priority in
every business activity.
Sharp brand strategy
Special Feature — Aiming to Raise Brand Value