What You Will Learn in This Lesson
In today’s global marketplace, many brands compete by lowering prices or adding new features. However, the world’s most successful brands compete in a different way—they create value that customers are willing to pay more for.
One company that demonstrates this strategy is Onitsuka Tiger, a Japanese brand that has successfully transformed itself from a sports shoe manufacturer into a premium fashion and lifestyle brand recognized around the world.
Recently, ASICS announced that it will separate the Onitsuka Tiger business into a new independent company called OT Group. This is much more than a corporate restructuring. It is a strategic decision designed to speed up decision-making, strengthen the brand, and compete more effectively in the global luxury market.
For American students, this case is especially interesting because it illustrates many of the same branding strategies used by companies such as Apple, Nike, Starbucks, and Lululemon. Instead of competing only on product performance, these companies compete through brand identity, customer experience, storytelling, and emotional value.
In this lesson, we will explore why ASICS created OT Group, how Onitsuka Tiger became a global premium brand, and how branding and corporate strategy work together to create long-term competitive advantage.
As future business leaders, entrepreneurs, or marketers, it is important to understand that great companies do not simply sell products—they build brands that customers admire and remember.
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