Trying Out Branding Strategies in New Employee Brand Training
A total of 4 Brand Training sessions were held in October and November, targeting 203 new employees who were hired for administrative or technical positions.
The training consisted of lectures covering basic knowledge of branding and group work to really own the Yamaha brand. The trainees spent a full day trying to gain a full understanding of what branding is. Then, they were separated into teams for the Brand Strategic Simulation, where each team had spirited discussions and a unique presentation based on a theme of their choice.
At the closing of the training session, each trainee was asked to make a "Brand Declaration" describing how they would realize the value of the Yamaha brand on their job starting tomorrow. The training was highly rated by participants, who gave comments like "I really understood that I am a bearer of the Yamaha brand" and "I can practice what I learned during this workshop on my job".
This year, the Brand Training is also planned for new foremans and managers.
Kazuyuki Yamashita, Corporate Communication Division