Tokyo, February 4, 2003 - The Teijin Group will rebuild its corporate brand for the purpose of promoting improved awareness and clear understanding of the Teijin Group, increasing its presence in the international market, and strengthening the sense of unity and loyalty to the Teijin Group. The group will also take a further step forward with its announcement of the Recreation of the Teijin Group when it adopts a holding company system in April this year.
Teijin considers its corporate brand an important management resource that organically links the company with shareholders, customers and consumers and management with employees. Teijin will take steps actively to rebuild the corporate brand as well as redesign the Teijin logo.
 The promise of the Teijin brand is summed up in the resonant statement: "Human Chemistry, Human Solutions". Our promise is to continue to develop chemical technologies that are friendly to both people and the global environment. It is to keep providing solutions that deliver the real value that society and our customers expect.
We will certainly keep this promise. Constantly working to enhance the Quality of Life - our very reason for being as a company - the Teijin Group will continue to win the trust of society and our customers." | |
(Corporate Philosophy)
Quality of Life
(Brand Statement)
1. Structural elements of the Teijin brand
The new Teijin brand consists of its "Corporate Philosophy," its "Brand Statement," and "Brand Logo."
| (1) |
Corporate Philosophy: Quality of Life |
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| Teijin`s corporate philosophy Quality of Life means "Enhancing the Quality of Life through a deep insight into human nature and needs, together with the application of our creative abilities" and is the supreme concept. |
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| (2) |
Brand Statement: Human Chemistry, Human Solutions |
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Human Chemistry
'Human Chemistry' expresses the strength and advantage of the Teijin Group and means chemical technologies developed with respect for humankind and the global environment. The Teijin Group will constantly strive to increase our strength in this area - and our advantage with it - continuing to contribute to society and the global environment
Human Solutions
'Human Solutions' expresses the promise we make to our customers and society. 'Human Solutions' means using the technologies, products and services created by Human Chemistry to provide optimum solutions, delivering the real value that society and our customers expect. The Teijin Group will keep this promise always, striving to win the trust of society and our customers. |
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| (3) |
Brand Logo |
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The Teijin Brand Logo expresses the vitality, dynamism, speed and initiative of the Teiiin Group. It captures the spirit of our unceasing quest to realize 'Human Chemistry' and 'Human Solutions'. In particular, the fluid "J" symbolizes how the Teijin Group will continually grow and create new value.
The new brand color for the Teijin Group is called "Teijin Challenge Red".
It communicates the strong will and passion of the Teijin Group to realize 'Human Chemistry' and 'Human Solutions. |
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2. Purpose of rebuilding the corporate brand
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Promoting improved awareness and clear understanding of the Teijin Group |
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It is true that Teijin got its start in 1918 and that the textiles business has always been central to the company's operations.
Significantly, however, we have diversified into businesses in chemicals, medical and pharmaceuticals, machinery and engineering, distribution, and information technology. And our business around the world continues to grow.
But when we take a hard look at ourselves, we cannot say in all honesty that the modern consumer has an adequate awareness or understanding of the Teijin Group today. The survey results reveal that the image most people have of the Teijin Group is "just a traditional textiles company" which is very unfortunate. In order to change the current image and have more recognition and accurate understanding, Teijin will clarify the promises it makes to all stakeholders and communicate actively. |
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| (2) |
Increasing its presence in the international market |
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| It is vital for the Teijin group, which continues to challenge worldwide competition, to increase its presence in the international market. A strong corporate brand for the Teijin group is essential in building a stronger presence for us in the international market. |
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| (3) |
Building a strong sense of unity and loyalty to the Teijin Group |
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| Our group companies will only become more independent with move to a holding company structure from this April. This makes it even more important that Group employees achieve a greater sense of unity and loyalty. By sharing the system of values common to the Teijin group, the Teijin group will rebuild the Teijin brand to which all employees can take pride and feel attached in order to increase this sense of unity and loyalty. Some 90 domestic and overseas companies from the Teijin Group will use this corporate brand. |
3. Background
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Origin of development (April - August 2001) |
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| After management camps in July where differing opinions and problem awareness were unified over CMO Mr. Nagashima`s (now CEO) plan to rebuild the Teijin brand, which he set in April 2001, the CMO assumed full responsibility and started the process in earnest. An outside consultant was hired and an in-house committee was established. |
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| (2) |
A large survey was carried out between September and December 2001 |
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| In October 2001 Teijin surveyed 2,203 Teijin Group employees, 982 partners and 1,200 general consumers |
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| (3) |
Development of a brand statement (January - March 2002) |
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Top management and the general manager of each business group had several discussions based on the results of the survey and management strategies.
Considering that Teijin Group's promise to shareholders, customers, consumers and employees be communicated correctly and be globally acceptable, the statement "Human Chemistry, Human Solutions" was selected. The company has already applied for the registration of the new brand in 26 countries. |
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| (4) |
Design of a new brand logo (April - August 2002): |
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| The current company logo was designed in the early 1950s and is widespread, The Teijin Brand Logo, a newly designed logo, is designed in order to clearly show the "Kicking off the New Teijin Group". Because the logo will be used worldwide, a logo in English has been selected. Both Japanese and English company names were also remade into block letters along with the new logo. |
4. Brand penetration outside and inside the Teijin Group
| (1) |
External Communication |
| Teijin group will increase the awareness of the new brand through a mix of effective publicity and advertising including spot television commercials, TV sponsoring, and newspaper, magazine and roadside advertising. |
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| <TV commercials> |
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Spot commercials: Will be aired intensively in April |
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Sponsoring: Will continue with current sponsoring of programs.(Saturdays, Kansai TV / Fuji TV network, 23:00-23:30) |
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| <Newspapers and magazines commercials> |
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Advertising in national newspapers and regional newspapers on April 1st. and others |
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Intensive advertising in magazines in April and May |
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| <Public transit advertising> |
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Advertising on poster displays at major terminal stations in Tokyo and Osaka in April. |
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| (2) |
Internal communication |
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| <Video message from the CEO> |
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A video message from the CEO to Teijin employees will be released in Japanese and English |
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| <Establishment of Teijin brand promotion organization> |
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A team specializing in brand promotion will be set up directly under the CMO. This team will manage the brand and conduct internal communication. |
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| <Brand book, design manual> |
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A Japanese and English explanation booklet (Teijin Brand Book) will be printed for all group employees and we will establish description rules for both Japanese and English (Teijin brand design manual). |
For further information, please contact:
Public Relations & Investor Relations Office
Teijin Limited
Tel: +81-3-3506-4055 / Fax: +81-3-3506-4150
E-mail: pr@teijin.co.jp
| Outline of Teijin Limited |
| 1. Name |
Teijin Limited |
| 2. Established: |
June 17, 1918 |
| 3. Address: |
1-6-7, Minami-Hommachi, Chuo-ku, Osaka |
| 4. Capital |
70,788 million yen (as of March 31, 2002) |
| 5. Representative: |
Toru Nagashima (President and CEO) |
| 6. No. of employees: |
24,026 (consolidated, as of March 31, 2002)
4,252 (non-consolidated, as of March 31, 2002) |
| 7. Sales: |
923,446 million yen (consolidated, for the period ended March 31, 2002)
232,280 million yen (non-consolidated, for the period ended March 31, 2002) |
| 8. Scope of business: |
Business activities mainly relating to synthetic fiber, chemicals, and medical treatment. Conducts global activities together with group companies through business bases in Japan and in more than ten countries worldwide. | |
