Branding “The Premium Malts” by SUNTORY

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  • サントリー「ザ・プレミアム・モルツ」のブランディングを考える
  • サントリー 「 ザ ・ プレミアム ・ モルツ 」 ノ ブランディング オ カンガエル

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When you review the branding method of “The Premium Malts (Premium Malts)” by SUNTORY through television commercials, you will find a fine strategy being planted. Obviously a high volume of television media spent to achieve high gross rating point may contribute to the success, however many other factors are there to contribute to its success. Employing various well-known talents such as actors and actresses, young talents, elder talents, athletes, comedians, artists, etc. may be one. We may find same commercial using different narrations, or same commercial with same narration but different superimpose/subtitles. Several different commercials being produced to promote the branding of advertisers’ product, one after another, therefore, the consumer would never be tired of the Premium Malts’ commercials but rather looking forward to new commercials. It is also interesting to study the previously released brand, the “Malts” of which value of branding being inherited to Premium Malts, and it should be included in the factors for the successful branding of Premium Malts. In this paper, followings will be presented. 1. Brand Essence of Premium Malts 2. How Brand Essence was expressed in the commercials 3. Total media budget for the television commercials 4. Number of different commercials being produced

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