Essence of Branding: Lessons from Sapporo and Sekkisei

Marketing Talks · Aug 26, 2026 · 8m

This explores the fundamental principles of branding through the successful case studies of Sapporo Beer’s Black Label and Kose’s Sekkisei. It defines a brand as a collection of positive consumer emotions and experiences, while branding is the strategic effort to reinforce those memories over time.

The Sapporo example highlights how redefining a product’s identity and creating immersive physical experiences can attract younger demographics and foster long-term loyalty. Conversely, the Sekkisei rebrand demonstrates the importance of balancing innovation with tradition to ensure existing…