The FUJITSU brand
At Fujitsu, we are striving to contribute to shape a prosperous future with our customers and society, based around the following.
Our Brand Promise
Fujitsu's brand promise - shaping tomorrow with you - is about shaping the future of society and business. It describes our way of doing business, building on our long-term relationships with our customers and society. We work with our stakeholders, using our experience and the power of ICT to contribute to their success and to the future of society.
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:
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.
Our corporate philosophy is FUJITSU Way, which is the basis of the FUJITSU Brand platform. FUJITSU Way states our corporate vision as below:
"Through our constant pursuit of innovation, the Fujitsu Group aims to contribute to the creation of a networked society that is rewarding and secure, bringing about a prosperous future that fulfills the dreams of people throughout the world." *1
*1 Refer to Our Corporate Philosophy"FUJITSU Way" for further details.
Corporate Brand Office plans and manages group-wide brand strategy and has brand managers from each business unit manage brand related activities.
To strengthen the consistency of our communications, we developed and rolled out internally Fujitsu Brand Principles (FBP) which stipulate rules on company names, the symbol mark (logo), product & service brands, our Visual Identity (VI) and Communication Guidelines.
Based on"Code of Conduct," i.e., "We protect and respect intellectual property," we take measures to protect our brand reputation, and respect third-party intellectual property, cooperating with the Intellectual Property (IP) Unit.
We aim for a consistent and distinctive tone of voice and visual style in all our communications.
Global Corporate Design
Fujitsu's corporate design was developed to convey the brand promise "shaping tomorrow with you" in a unique visual statement. The main VI building blocks are the Fujitsu Symbol Mark (logo mark), the Response Module (brand graphic), the Fujitsu Sans corporate font family and a distinctive photo style. In addition, the VI relies on red as the official corporate color, using a striking and differentiating color palette that resonates strongly with the international ICT market. The VI guidelines were rolled out globally for a consistent look and feel. The Fujitsu corporate design has won the internationally acclaimed 2013 iF award*2 in the communication design category.
The Response Module
Symbolizing dialog, the Response Module is a powerful and effective interpretation of the brand promise "shaping tomorrow with you". The Response Module shape can also be found in the Fujitsu Symbol Mark lettering.
*2 Established in 1953, the iF program is one of the world's most prestigious seals of quality acknowledging design excellence. Each year, prizes are awarded in three categories: the iF communication design award, iF product design award and the iF packaging design award.
Global Brand Campaign
To help stakeholders all over the world understand Fujitsu better, our Brand Story site runs video clip episodes that highlight the essence of our brand. In addition, we are actively implementing a global brand campaign that uses online content from special campaign sites and social media.
We see the web as an important communication channel. We have a global web portal and 62 countries / regional web portals. 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.
Product and Service Brands
We 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.
To improve recognition and understanding of the FUJITSU brand in markets around the world, we are strengthening the consistency of product and service naming and communication design.
Employees and Our Brand
The FUJITSU brand starts from our employees' behavior. To ensure all employees 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, a monthly internal FUJITSU brand newsletter shares our latest activities.
Fujitsu holds an internal "Environmental Photo Contest" which is open to all employees to increase employees' awareness of the environment. The contest also offers a special "shaping tomorrow with you" prize for photos that best express our brand promise.
We periodically conduct brand awareness surveys internally, and use the results to plan our next steps.
We conduct a Global Brand Awareness Survey externally. The survey is a corporate recognition research targeting strategic IT and business decision makers in 23 countries around the world. We use these and other measures to evaluate the value of our brand. Fujitsu was ranked 22nd in Interbrand's "Japan's Best Global Brands 2013".
Fujitsu has been named in FORTUNE Magazine's 2013 list of 'World's Most Admired Companies.'*3 Fujitsu was ranked among the 350 companies (12 of which are Japanese) in the "World's Most Admired Companies" list.
*3 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.