The beginning of the brand
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Description
Book Introduction
A practical guide that contains the ideas and tools needed to establish a brand.
It clearly distinguishes between concepts that can easily feel complicated, such as brand mission, vision, essence, and core values, and guides you step-by-step through all the processes necessary to complete your brand in a way that is truly "you."
A brand consultant with 20 years of experience has compiled methods he has actually used in the field, from market analysis and core value derivation to workshop management, positioning development, and platform construction, and organized them so that anyone can follow them.
It provides frameworks, research designs, and prompts that can be applied directly in practice, significantly reducing the trial and error that brand managers repeatedly encounter.
Covering everything from the brand's starting point to establishing a value system and establishing a communication direction, this book will serve as a practical guide for anyone seeking to build their own brand within clear standards and structure.
It clearly distinguishes between concepts that can easily feel complicated, such as brand mission, vision, essence, and core values, and guides you step-by-step through all the processes necessary to complete your brand in a way that is truly "you."
A brand consultant with 20 years of experience has compiled methods he has actually used in the field, from market analysis and core value derivation to workshop management, positioning development, and platform construction, and organized them so that anyone can follow them.
It provides frameworks, research designs, and prompts that can be applied directly in practice, significantly reducing the trial and error that brand managers repeatedly encounter.
Covering everything from the brand's starting point to establishing a value system and establishing a communication direction, this book will serve as a practical guide for anyone seeking to build their own brand within clear standards and structure.
- You can preview some of the book's contents.
Preview
index
prolog
PART 1
Warm-up before brand establishment
: The foundation of branding that enhances perfection
1 - For those of you who are confused about branding
2 - Why should we establish a brand identity?
3 - Who will put the bell on the cat's neck?
4 - What is the difference between establishing a brand through a professional agency?
5 - Tips for Putting Brand Identity into Practice
6 - Distinction between mission, vision, brand essence, and concept
PART 2
The Complete Guide to Establishing Brand Identity
: From brand diagnosis to establishing a brand value system
7 - The entire process of establishing a brand identity
8 - Module 1.
Brand diagnosis
9 - Module 2.
Current Direction Analysis (Look Inside)
10 - Module 3.
Key Players Analysis
11 - Module 4.
Exploring Brand Image (What Customers Say)
12 - Module 5.
Target Insights
13 - Module 6.
Survey Design for Insight Extraction
14 - Module 7.
Industry Value Analysis
15 - Module 8.
Exploring Market Dynamics Drivers
16 - Module 9.
Brand Workshop
17 - Module 10.
Building Brand Value
18 - Module 11.
Brand Positioning
19 - What kind of brand identity do other people have?
20 - Module 12.
Brand Platform
21 - Brand Platform Case Studies
PART 3
A brand building tool that can be used immediately in practice.
: Finishing the Brand Journey with Generative AI
22 - Framework for Building a Brand
23 - Prompts for Brand Building
Epilogue
References
PART 1
Warm-up before brand establishment
: The foundation of branding that enhances perfection
1 - For those of you who are confused about branding
2 - Why should we establish a brand identity?
3 - Who will put the bell on the cat's neck?
4 - What is the difference between establishing a brand through a professional agency?
5 - Tips for Putting Brand Identity into Practice
6 - Distinction between mission, vision, brand essence, and concept
PART 2
The Complete Guide to Establishing Brand Identity
: From brand diagnosis to establishing a brand value system
7 - The entire process of establishing a brand identity
8 - Module 1.
Brand diagnosis
9 - Module 2.
Current Direction Analysis (Look Inside)
10 - Module 3.
Key Players Analysis
11 - Module 4.
Exploring Brand Image (What Customers Say)
12 - Module 5.
Target Insights
13 - Module 6.
Survey Design for Insight Extraction
14 - Module 7.
Industry Value Analysis
15 - Module 8.
Exploring Market Dynamics Drivers
16 - Module 9.
Brand Workshop
17 - Module 10.
Building Brand Value
18 - Module 11.
Brand Positioning
19 - What kind of brand identity do other people have?
20 - Module 12.
Brand Platform
21 - Brand Platform Case Studies
PART 3
A brand building tool that can be used immediately in practice.
: Finishing the Brand Journey with Generative AI
22 - Framework for Building a Brand
23 - Prompts for Brand Building
Epilogue
References
Into the book
When looking at the issues that arise when requesting brand consulting, most of them are faced with the following background or situation.
- Establishing a mid- to long-term brand direction for the company that has not been internally organized
- A situation where leadership needs to be strengthened again, such as by replacing representatives or leaders.
- A situation where internal unity is needed due to corporate M&A.
- When awareness is high but actual purchases are not made
- When product satisfaction is high but sales are low
- When various products within the company are intertwined with existing and new products.
- If you need to re-evaluate your brand's position and status
- When positioning that suits the market environment is necessary due to brand aging
- Effective positioning strategy tailored to the market environment
- A situation where brand image building is not going well
However, brand strategy cannot solve all of the issues above.
There are some things you can do with branding, and some things you can't.
Problems across the entire value chain, such as improving quality, expanding distribution channels, and increasing sales, are difficult to fundamentally solve through branding alone.
So, what practical improvements can be made by defining a brand direction? The core benefits of a clear brand identity can be categorized into the following four categories.
--- p.24-25
Market analysis looks at the flow of change in more detail than industry analysis.
How does market analysis differ from industry analysis? While industry analysis explores the overall structure and unchanging values, market analysis focuses on changes in key market drivers, focusing on market growth and major competitors.
If you've just been analyzing the environment from the high altitude of the industry, it's time to lower your sights a bit and take a closer look at the market environment.
Brand direction is the blueprint for a long-term fight.
This requires both high-altitude and low-altitude perspectives.
Market analysis looks at the past and present markets to find out what the dynamic factors are.
And it focuses on inferring how it will change in the future.
No matter how outstanding the technology and value, it must fit well with the times.
What is important now may disappear in an instant, or even something of small significance or value may become important later.
'Time to Market' (knowing when to enter) is important.
When analyzing industries and markets, it's a good idea to share ideas with teams and create a logical structure to derive key values.
Let's look at competitor trends and consumer changes from various angles, discuss them together, and predict future directions.
- Establishing a mid- to long-term brand direction for the company that has not been internally organized
- A situation where leadership needs to be strengthened again, such as by replacing representatives or leaders.
- A situation where internal unity is needed due to corporate M&A.
- When awareness is high but actual purchases are not made
- When product satisfaction is high but sales are low
- When various products within the company are intertwined with existing and new products.
- If you need to re-evaluate your brand's position and status
- When positioning that suits the market environment is necessary due to brand aging
- Effective positioning strategy tailored to the market environment
- A situation where brand image building is not going well
However, brand strategy cannot solve all of the issues above.
There are some things you can do with branding, and some things you can't.
Problems across the entire value chain, such as improving quality, expanding distribution channels, and increasing sales, are difficult to fundamentally solve through branding alone.
So, what practical improvements can be made by defining a brand direction? The core benefits of a clear brand identity can be categorized into the following four categories.
--- p.24-25
Market analysis looks at the flow of change in more detail than industry analysis.
How does market analysis differ from industry analysis? While industry analysis explores the overall structure and unchanging values, market analysis focuses on changes in key market drivers, focusing on market growth and major competitors.
If you've just been analyzing the environment from the high altitude of the industry, it's time to lower your sights a bit and take a closer look at the market environment.
Brand direction is the blueprint for a long-term fight.
This requires both high-altitude and low-altitude perspectives.
Market analysis looks at the past and present markets to find out what the dynamic factors are.
And it focuses on inferring how it will change in the future.
No matter how outstanding the technology and value, it must fit well with the times.
What is important now may disappear in an instant, or even something of small significance or value may become important later.
'Time to Market' (knowing when to enter) is important.
When analyzing industries and markets, it's a good idea to share ideas with teams and create a logical structure to derive key values.
Let's look at competitor trends and consumer changes from various angles, discuss them together, and predict future directions.
--- p.178-179
Publisher's Review
“Every step of brand building that no one ever told you about
“The most systematic way to create your own brand.”
Branding is often called the 'no-answer area'.
Although no one has given a definitive answer, there are clear steps and structures to building and growing a brand.
"The Beginning of a Brand" is a book that clearly and systematically organizes the brand establishment process, which has been fraught with uncertainty and difficulty for countless practitioners.
As the recommendation states, "A branding methodology no one has ever talked about before" and "A guide to helping brands firmly establish themselves in the world," this book is a guide that clearly resolves the confusion faced by practitioners.
This book, which consists of three parts, contains Part 1, “Warm-up before establishing a brand: The basics of branding that enhances perfection,” which establishes the necessary mindset and standards before starting branding in earnest.
For practitioners who were confused by the mixed brand concept, it clearly distinguishes key terms such as mission, vision, brand essence, and values, and provides a 'basic framework for speaking the same language' within the team.
This part provides the minimum understanding necessary to determine the direction of branding, greatly increasing the level of completion in subsequent stages.
PART 2, “The Complete Guide to Establishing Brand Identity: From Brand Diagnosis to Value System,” is the core of the brand establishment process, following the entire process from diagnosis, analysis, insight, value derivation, positioning, and platform construction through a total of 12 modules.
We focused on defining the brand's essence based on solid standards and creating a value system that can be understood both internally and externally.
PART 3, “Practical Brand Building Tools: Finishing Your Brand Journey with Generative AI,” provides the documentation, frameworks, and visualizations you need to explain and persuade your brand.
Specifically, it includes brand establishment prompts utilizing generative AI tailored to the latest environment, offering methods for effectively creating value propositions, positioning statements, and brand statements.
This part reduces report writing time, clearly conveys logic, and maximizes practical efficiency.
As the only practical guidebook that allows you to follow the A to Z of brand building step by step, it contains all the ideas, tools, language, and framework needed to design a brand that is unique to you.
From market analysis to branding message development, this book contains a practical framework for immediate use in the field, making it highly recommended for brand managers, planners, entrepreneurs, and anyone looking to create or reorganize a brand.
This book shows that the process of building a brand is no longer vague or difficult.
This book provides a path for those just starting out with a brand, a more solid foundation for those already operating a brand, and the power to create a unified direction for organizations.
“The most systematic way to create your own brand.”
Branding is often called the 'no-answer area'.
Although no one has given a definitive answer, there are clear steps and structures to building and growing a brand.
"The Beginning of a Brand" is a book that clearly and systematically organizes the brand establishment process, which has been fraught with uncertainty and difficulty for countless practitioners.
As the recommendation states, "A branding methodology no one has ever talked about before" and "A guide to helping brands firmly establish themselves in the world," this book is a guide that clearly resolves the confusion faced by practitioners.
This book, which consists of three parts, contains Part 1, “Warm-up before establishing a brand: The basics of branding that enhances perfection,” which establishes the necessary mindset and standards before starting branding in earnest.
For practitioners who were confused by the mixed brand concept, it clearly distinguishes key terms such as mission, vision, brand essence, and values, and provides a 'basic framework for speaking the same language' within the team.
This part provides the minimum understanding necessary to determine the direction of branding, greatly increasing the level of completion in subsequent stages.
PART 2, “The Complete Guide to Establishing Brand Identity: From Brand Diagnosis to Value System,” is the core of the brand establishment process, following the entire process from diagnosis, analysis, insight, value derivation, positioning, and platform construction through a total of 12 modules.
We focused on defining the brand's essence based on solid standards and creating a value system that can be understood both internally and externally.
PART 3, “Practical Brand Building Tools: Finishing Your Brand Journey with Generative AI,” provides the documentation, frameworks, and visualizations you need to explain and persuade your brand.
Specifically, it includes brand establishment prompts utilizing generative AI tailored to the latest environment, offering methods for effectively creating value propositions, positioning statements, and brand statements.
This part reduces report writing time, clearly conveys logic, and maximizes practical efficiency.
As the only practical guidebook that allows you to follow the A to Z of brand building step by step, it contains all the ideas, tools, language, and framework needed to design a brand that is unique to you.
From market analysis to branding message development, this book contains a practical framework for immediate use in the field, making it highly recommended for brand managers, planners, entrepreneurs, and anyone looking to create or reorganize a brand.
This book shows that the process of building a brand is no longer vague or difficult.
This book provides a path for those just starting out with a brand, a more solid foundation for those already operating a brand, and the power to create a unified direction for organizations.
GOODS SPECIFICS
- Date of issue: November 19, 2025
- Page count, weight, size: 283 pages | 152*225*20mm
- ISBN13: 9791167527059
- ISBN10: 1167527054
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