Brand Management

The heart of a brand: Starting with your team

What is at the heart of your brand? From a business perspective, a brand is a way we communicate with customers – a way to convey to them what we offer and w...

Brand unification: An optimistic perspective

In July, we launched a groundbreaking project to unify our brands across the globe. As Rakuten has grown from a Japanese e-commerce company into a global inn...

Brands and social media: Good, bad, & ugly

The power of social networks cannot be underestimated and the detrimental effect it can have on a business, if mismanaged, must be considered. So how can you pr...