Pioneer Brand Advantage in Japan

Abstract

Until now there had never been an empirical study on pioneer brand advantage in Japan. A survey research study including some of Japan's largest consumer products companies found evidence that pioneer brand advantage does exist in Japan, possibly even stronger than in the USA, and the longer the lag before follower brands the higher the pioneer brand market share tends to be. Key factors contributing to the success of pioneer brands in Japan are identified, and also key factors with a positive impact on the market share of follower brands.