“Building Global Brands in Japan – Lessons Learned From Kellogg's and McDonald's”: The best laid branding strategies formulated at the headquarters often go awry in the field, particularly in foreign operations. Why do things go wrong? How do leading global companies maintain uniform brand standards around the world? Is it really possible to think globally and act locally?  Ken G Kabira is a veteran marketing practitioner who has executed marketing campaigns domestically and abroad. You will hear about the practice of global brand management from a practitioner.  Mr. Kabira’s presentation will be in both English and Japanese, and it will include comparisons of McDonald’s advertising from different countries to illustrate the challenge of brand consistency and localization.

米国本社が作った最高のブランドストラティジーも海外では上手くいかないことがよくあります。どこがいけなかったのでしょうか？グローバル企業はどのようにして世界中で統一したブランドイメージを維持できるのでしょうか？“think globally and act locally”を実践することは本当に可能なのでしょうか？ケロッグとマクドナルド両社の米国本社と日本法人でマーケティングを担当し、経営再建に貢献した川平謙慈氏に実例を盛りだくさん紹介していただきながらお話しを伺います。講演は英語、パワーポイントは日英両語、質疑応答も日英両語で受付けます。

Ken G Kabira is a veteran consumer marketing executive with a background in leading large marketing teams as a chief marketing officer both domestically and abroad. Mr. Kabira currently is an independent marketing and branding consultant and also serves as Of Counsel at Lipman Hearne, a Chicago-based marketing and communication agency.  In 2003 and 2004, Mr. Kabira was Vice President and Chief Marketing Officer for McDonalds Japan, the company’s second largest market after the US with over 3,700 restaurants and $3.8 billion in system-wide sales, where he was responsible for brand management, marketing strategy, advertising, promotion, field marketing, sports marketing and product development; and helped turnaround the operation through his award winning work.  He has also served as a Marketing Director at the Kellogg Company where he spent over 5 years in Japan.  He has also consulted for global nonprofit organizations such as the Lions Clubs International.

Special thanks to our corporate sponsor:   KOMATSU

 
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