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Accumulation and Utilization of Legacy Brands

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  • Yasuhiro Ochiai

    (University of Shizuoka, School of Management and Informatics)

Abstract

This chapter presents a case study of the 175-year succession and brand formation of the long-established YAMAMOTO-NORITEN through the actions of its successor entrepreneurs. The founder began as a nori merchant in Nihonbashi Muromachi. His successor invented flavored nori, established the “Maruume Brand,” and enhanced the company’s reputation, including by becoming a purveyor to the Imperial Household Agency. The third-generation president rigorously enforced quality control, driving modernization through the introduction of artificial drying technology and overseas exports. The fourth-generation president achieved rapid reconstruction after the Great Kanto Earthquake, expanded sales channels, and established a joint management system. The fifth-generation president advanced incorporation during the postwar turmoil, achieving growth during the high economic growth period through quality standardization, department store expansion, and establishing a research institute. It demonstrates how successive generations, while inheriting the company’s “quality first” philosophy, accumulated innovations responsive to changing times, continuously enhancing the value of the long-established brand based on tradition. This chapter details these cases and presents an analysis that is further developed in Chap. 4 .

Suggested Citation

  • Yasuhiro Ochiai, 2026. "Accumulation and Utilization of Legacy Brands," SpringerBriefs in Economics,, Springer.
    • Handle: RePEc:spr:spbchp:978-981-92-0281-2_2
    DOI: 10.1007/978-981-92-0281-2_2
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