PROGRAM

BM-8 When IP Becomes a Brand: Marketing in the Age of Character Coexistence

IPs are no longer just assets for IP holders. They're now the key for any company to create, expand, and cultivate a brand into a culture.
In this session, you’ll hear from IP holders Sanrio and Kodansha, as well as Mizuho Financial Group, which is cultivating its own company character. We’ll also be joined by ADK Marketing Solutions, a company that drives IP marketing. They'll discuss how IPs are shaping the future of business—from Sanrio's IP discovery and new value creation, to Kodansha's diverse IP expansion, and Mizuho Financial Group’s unique approach to internal branding.
Through these distinct perspectives of both IP holders and general companies, this session offers a new way of looking at IPs—not just as characters or creations, but as the very essence of a brand.

• Moderator

  

  Noriko Suemoto

  ADK Marketing Solutions Inc.

  IP Business Planning Department, Marketeing Intelligence Center / Senior Plannning Director

  

• 

  Kosuke Okura

  Sanrio Company, Ltd.

  Data&Technology Department General Manager

  

• 

  Natsumi Akita

  Mizuho Financial Group, Inc.

  Senior Managing Corporate Executive, Group Chief Culture Officer, Group Chief Branding Officer

  

• 

  TOMOKI MORIGUCHI

  KODANSHA LTD.

  Rights Merchandising Department　Director