Advertising and promotional investment to strengthen the brand
First written in FY2018-Q3. 5 of 10 entries say "Restated". Latest entry: FY2023.
The whole theme swung hardest in 2020: 4 of 32 companies on the "Worse" side.
16 other companies' latest entry also says "Restated".
- FY2023RestatedAnnual report
「Investment in marketing and branding to further expand revenue.」
Investment in marketing and branding to expand revenue continued as one of the policy-driven investments. - FY2022AdvancedAnnual report
「Finally, as a company-wide policy, we will strengthen branding and IR and PR activities, foster positive expectations among customers and in the market, and maximize synergies between businesses.」
Brand-strengthening efforts, previously centered on advertising, were organized as a company-wide policy encompassing branding and IR and PR activities. - FY2022-Q2RestatedAnnual report
「Although we are continuing to improve the earnings structure by advancing business restructuring, including relocating stores, reducing and optimizing personnel and recruitment costs, reviewing expenses centered on rent and advertising, and selling idle assets,」
The review of expenses, including advertising costs, was reaffirmed as an ongoing restructuring initiative rather than an explanation centered on brand investment. - FY2022-Q1Marketing and branding expenses designated as a use of fundsAnnual report
「④ Marketing and branding expenses 100 April 2022–March 2024」
In addition to the previous trend of reviewing and reducing advertising expenses, a plan was presented to spend ¥100 million on marketing and branding from funds raised through a third-party allotment after the fiscal year-end, during the period from April 2022 to March 2024. - FY2021SoftenedAnnual report
「We are advancing business restructuring, including relocating stores, reducing and optimizing personnel and recruitment costs, reviewing expenses centered on rent and advertising, and selling idle assets, to improve the earnings structure.」
The positioning shifted from investment in advertising to strengthen brand equity to restructuring involving the review and reduction of expenses, including advertising costs. - FY2020-Q3AdvancedAnnual report
「To increase the number of tours, we are analyzing the ROI of advertising expenses by media outlet, considering an efficient media-exposure strategy, and planning additional investment in advertising.」
Specific measures to strengthen bridal customer acquisition were presented, including analyzing the ROI of advertising expenses by media outlet, considering efficient media exposure, and making additional advertising investments. - FY2019-Q2RestatedAnnual report
「Costs exceeded the initial forecast due to higher costs for new openings, including capital expenditures associated with advancing the hotel business, increased personnel expenses from strengthening the workforce, and advertising expenses.」
Increased new-opening costs, including advertising expenses to increase awareness of new hotels and brands, continued to be cited as a cost factor. - FY2019-Q1RestatedAnnual report
「In addition to the decline in gross profit due to lower revenue, operating income and ordinary income fell below the same period of the previous year because we made proactive expenditures on preparations for the opening of THE HIRAMATSU HOTELS & RESORTS Ginoza, which opened on 14 July 2018, as well as branding and talent development.」
The filing stated that proactive spending on branding continued alongside preparations for the opening of the Ginoza property. - FY2018RestatedAnnual report
「We made proactive investments in strategic media exposure and public-relations and advertising activities for newly opened hotels.」
Proactive investment in media exposure and public-relations and advertising activities to strengthen brand equity and hotel awareness continued. - FY2018-Q3First statedAnnual report
「Advertising, along with strengthening and developing human resources, to strengthen brand equity」
Advertising aimed at strengthening brand equity was cited for the first time as a specific investment measure for growth.