Page 49 - Kirin Holdings Teaching Note

It important for Kirin to raise the value of its brands by

implementing a thoroughgoing plan-do-check-act cycle and

improving its marketing strategies (See Diagram 8) just like it

did with Ichiban Shibori beer.

Kirin Group

Brand Equity

Brand Awareness

Brand Association

Brand Loyalty
Other Brand

Assets
Perceived Quality

CSV
Disciplined yet caring company

Diagram 9

For any business it is difficult to gain new customers and

relatively easy to lose the existing ones. For this reason,

brand loyalty is seen as the core of a brand’s equity.