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Brand Management

Our Approach to Brand Management

To further the growth of the Fujitsu brand, our aim is to be recognized as a "global brand from Japan that can deliver high quality ICT solutions to the world." To attain our objective of becoming a truly global brand, we are working to increase our corporate value by strengthening the consistency of company communications around the world, setting assessment indicators and implementing a PDCA cycle to improve the brand value of the Fujitsu group.

  • The FUJITSU brand

Our Brand Promise

Image: FUJITSU Brand platform

Through the power of ICT, Fujitsu aims to contribute to creating a prosperous future for our customers and for society. Fujitsu's brand promise of "shaping tomorrow with you" expresses our stance on how we intend to realize our aims both for customers and society, as well as our approach toward innovation and co-creation which are strong parts of our DNA.

In creating our brand promise, we asked our customers and employees to share their thoughts on the essence of Fujitsu, and we summarized their responses into our three key attributes:

  • Responsive: We act flexibly while thoroughly understanding the conditions and needs of our customers and society.
  • Ambitious: We strive for higher goals for our customers with new ideas.
  • Genuine: We always act with sincerity, and produce results reliably.

The FUJITSU brand promise forms the basis for all our activities worldwide. Employees bring "shaping tomorrow with you" to life in everything they do. As a global ICT company originating in Japan, we respect the different characteristics of countries and regions around the world, while valuing our Japanese qualities.

At the core of Fujitsu's brand platform is the Fujitsu Way (The Fujitsu Group's Principles and Guidelines).

In promoting our brand, we ensure all aspects of our company - employee behavior, communications, facilities and environment, and products and services are consistent with the brand, and customers and stakeholders can feel the essence of Fujitsu in all their contacts with us.

The Four Quadrants of Brand Experience

Brand Management

In collaboration with our overseas brand team, the Corporate Brand Office plans and manages group-wide brand strategy and has brand managers from each business unit manage brand related activities. The brand managers develop brand measures in each of their business areas and promote brand planning, development, and management for each product. The Corporate Brand Office, has developed, and rolled out internally, Fujitsu Brand Principles (FBP) which stipulate rules on company names, the symbol mark (logo), product and service brands, our Visual Identity (VI) and communications.

In addition, with the cooperation of our overseas brand team, we have established a Global Marketing Board as a decision making organization for all of Fujitsu's marketing. In cooperation with each unit, the Board works to strengthen the consistency of our global communications, and promotes measures for improving brand recognition. Furthermore, in accordance with the Fujitsu Way, the Corporate Brand Office also cooperates with the Intellectual Property Unit on measures to handle reputation risks in the global market, as well as intellectual property protection measures related to our brand, based on perspectives of intellectual property rights such as trademark rights.

Employees and Our Brand

To ensure all employees at Fujitsu truly understand and practice the core ideas of our brand, we implement brand education programs through e-learning and other brand training programs. In addition, an internal FUJITSU brand newsletter shares our latest activities, and complements regular brand awareness surveys of all group employees.

Our new internal brand poster designs for "shaping tomorrow with you" were shaped during discussions regarding "what does 'with you' mean?" at an employee workshop. The three posters represent "leading with you," "advancing together with you," and "supporting from behind with you."

Brand postersBrand posters

Product and Service Brands

Product family expressing the essence of FujitsuProduct family expressing the essence of FujitsuWe work with our customers in all our business activities, including product development, service delivery and sales activities. Our product design reflects this approach, and our products are user friendly, reliable, and cutting edge.

Brand Communication

Web communication

To enhance consistency in global communications and reduce costs through efficient operation, we have established a new CMS (Content Management System). The Corporate Brand Office plays a focal role in operating our global web portal and the web portals for 62 countries and regions. In FY2014, the overseas launch was completed, and the Japan launch is underway.

We have also defined guidelines for appropriate use of social media and we are promoting the active use of these media, which are continuing to grow rapidly.

Global Brand Promotion

To provide our Japanese and overseas stakeholders with an insight as to what sort of company Fujitsu is, we have established the "Fujitsu Brand Story" website, which provides a video narrative of the various initiatives that embody the essence of Fujitsu. We have actively developed global brand campaigns utilizing online marketing, including specially designed websites and social media, as we work to boost awareness and understanding of the Fujitsu brand. We ran a Global Brand Awareness Campaign using web and social media in various countries globally in FY2014.

Fujitsu Brand Story siteFujitsu Brand Story site

Global Brand CampaignGlobal Brand Campaign

Brand Evaluation

We conduct a Global Brand Awareness Survey externally. The survey is corporate recognition research targeting strategic IT and business decision makers in key countries around the world. We use these and other key performance indicators (KPI) to regularly evaluate the value of our brand.

Fujitsu was ranked 3rd by industry (Computers division) in Fortune magazine's 2015 "World's Most Admired Companies,"* as well as 28th in Interbrand's 2015 "Japan's Best Global Brands."

*Conducted through a partnership between Fortune Magazine and Hay Group, the annually published "World's Most Admired Companies" list is determined based on a survey of 15,000 executives at global companies, directors, and industry analysts. Companies that receive the highest scores from both within and outside their respective industries are ranked in nine categories, including quality of management, quality of products/services, and innovation.