Unifying the legal media brand under “Bennavi” and expanding branded search
First written in FY2022. 3 of 5 entries say "Advanced", first in FY2023-Q2. Latest entry: FY2024.
No other company in this theme has enough history to compare yet.
- FY2024RestatedAnnual report
「In addition, during the eighth consolidated fiscal year, the company unified the names of its various service sites under BenNavi, conducted test marketing of mass advertising such as television commercials and YouTube advertising to build brand awareness, and worked to increase traffic from branded searches by raising users' awareness of BenNavi.」
The initiatives to unify the brand under BenNavi and expand traffic from branded searches through mass advertising continued. - FY2023AdvancedAnnual report
「In addition to higher listing-fee revenue and other income resulting from increases in the number of listing slots and listing customers for Legal Media, the company rebranded the Lawyer Navi series as BenNavi, including the site names, as a branding initiative aimed at securing a stable user base over the medium to long term. During the current consolidated fiscal year, it ran mass advertising, including television commercials, as test marketing, as well as advertising on YouTube and various social media platforms.」
In addition to rebranding as BenNavi, the company ran television commercials, YouTube advertising and social media advertising throughout the fiscal year. - FY2023-Q3AdvancedAnnual report
「As a branding initiative aimed at securing a stable user base over the medium to long term, the company has been rebranding the Lawyer Navi series as BenNavi, including the site names. During the third quarter, it also conducted mass advertising, including television commercials, as part of its test marketing.」
In addition to rebranding as BenNavi, the company ran mass advertising, including television commercials, moving the branding initiative into concrete implementation. - FY2023-Q2AdvancedAnnual report
「As a branding initiative aimed at securing a stable user base over the medium to long term, the company rebranded the Lawyer Navi series as BenNavi, including the site names.」
The rebranding of the Lawyer Navi series as BenNavi, including the site names, was carried out, moving the brand-unification initiative from the planning stage to implementation. - FY2022First statedAnnual report
「In addition, the company plans to transition to the BenNavi brand and will work to increase traffic from branded searches by raising users' awareness of BenNavi through brand-awareness initiatives.」
As a measure to reduce dependence on search algorithms, the plan to unify Legal Media's service names under BenNavi and expand brand awareness and traffic from branded searches was presented as a standalone initiative for the first time.