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Thu, 22nd Oct 2026
15:40-16:30
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JI-3 Winning Globally: Balancing Localization and Brand Identity
How much should a brand standardize to stay true to itself—and where should it allow freedom?
This question goes far beyond global expansion. It is a challenge shared across product development, marketing, organizational design, and virtually every aspect of business.
Drawing on real-world cases from Unicharm, Yamaha Motor, and Hitachi, this session explores how companies decide what must remain consistent across markets and what should be left to local sensibilities and judgment. From unexpected creative expressions that became local hits to brand governance spanning 800 companies, we will look not only at successes, but also at the tensions and failures behind them.
Over 50 minutes, we will examine one of the most fundamental questions in brand building: What should never change—and what needs to change?
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Moderator
Ikuko Ota
Accenture Song
Managing Director
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Takeshi Nishimura
Yamaha Motor Co., Ltd.
Product Strategy Division, Marketing Section
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Kazunori Tsushima
Hitachi, Ltd.
Deputy General Manager of Global Brand Communication Division, and General Manager of Global Strategy Department
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Naoe Hirooka
Unicharm Corporation
Deputy General Manager, Global Marketing Communication Division LoveYourPossibilities PR Department — Department Manager
