Intellectual property initiatives, Strengthening brand power
We are proactively implementing investment in intellectual property as we believe that this is essential to contribute to the development of a sustainable society and improve our corporate value. In particular, we are aiming to increase our brand value. Accordingly, we renewed the Pigeon Brand Guidelines in 2020, promoting related activities. We uphold “Celebrate babies the way they are” as our Brand Promise, which is a promise by Pigeon to society, and the various points of contact with our customers, we are promoting and enhancing a globally consistent Pigeon brand.
In addition, the Intellectual Property Department is promoting business expansion and improvement in management quality by securing the creations—such as design and naming—of R&D Departments in Japan and overseas as intellectual property. In addition, as for the imitation Pigeon products which have been found in China and other Asian countries in recent years, the Department is taking measures leveraging the intellectual property rights we have secured to embody our brand promise, as we believe that inferior goods inhibit the healthy growth of the end-users, babies.