Brand Recall, Top of Mind, Assumption University, Brand Recall by country, Brand Mining, Modularization, Fabless model, Vertical Integration
Abstract
Sales revenues of Japanese corporations abroad have been surpassing those of the domestic markets since 2013. Of all the countries in the world, Asian countries showed the fastest growth between 2000 and 2015. In addition, of these Asian countries, Japanese subsidiaries in Thailand showed the highest profits. In order to cope with the coming deflation led by the aging population of Japan, now more than ever, Japanese companies including small and medium companies must focus on foreign markets. Taking into consideration the developments mentioned above, this research focuses on brand recall using a sample of Thai subjects to answer questions on the brand name which first comes to mind when referencing various industries. The questionnaire survey was conducted using a sample of 153 participants, namely students of Assumption University in Thailand and their parents from October to November 2017. The results demonstrate a new trend, that of a greater interest in Japanese cultural activities including experiencing food and restaurants, visiting tourist destinations, and experiencing the ‘just-in-time’ service lead by convenience stores. This would be a breakthrough opportunity for small and medium-sized enterprises (SMEs) in Japan. This is because SMEs are good at cultural exports, including tourism, restaurants, foods, apparel, and cosmetics.
