About Us

Our Publications

Apart from seminar activities, Gramco engages in publishing activities, releasing a large number of publications to make the importance of branding understood by businesses and society and give plain explanations about the branding method.

Click on any of the thumbnails above below to view Our Publications.

Brand Power

by Atsuro Yamada
Published by Chuokoron-Shinsha, Inc., 2002

¥2,000 (incl. tax)

What are the necessary conditions for creating a power brand? From well-known top brands to niche brands known only to savvy people, this definitive book unlocks the secrets to what makes a brand through extensive investigations and interviews. This highly recommended book takes one step closer to the brand essence than Mark, Our previous book, and presents its findings in a rhythmical style that unfolds in time to the reader's breathing.

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Brand Evolution

Written by Atsuro Yamada and the Gramco Brand Strategy Research Team
Published by Chuokoron-Shinsha Inc.
Released on June 10, 2008

Price: 2,000 yen (excluding tax)

While branding is discussed and generalized as being in the same category as marketing, branding methods are constantly becoming more sophisticated and diversified. In addition, branding today is developing and deepening around the world. Learn about the latest forms of branding strategies through successful case studies.

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Quest - The Road to a Major Brand

by Atsuro Yamada
Published by Zeimukeiri Kyokai Co., Ltd., 2004

¥1,200 (incl. tax)

The first steps toward establishing a major brand are laid out in this book! "Want to sell products?" "Want to be well-liked by customers?" "Want to compete with major global corporations?" We explain how to create a basic brand concept and outline the concrete steps to brand-building, all accompanied by case histories and original illustrations drawn from our abundant experience.

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Brand Challenges

by Atsuro Yamada
Published by Chuokoron-Shinsha, Inc., 2004

¥1,900 (incl. tax)

The challenges faced in keeping up to date, the challenges faced in taking on the future in advance, and the challenges faced in efforts to maintain the past in the present. . .Brand Challenge employs interviews with leading brand corporations to extract various aspects of the challenges that form the source of their core brand power. This is your chance to read about the backgrounds of today's top brands and explore the contemporary theme of "brand challenges.

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Power Brand Companies

by Atsuro Yamada
Published by Toyo Keizai Inc., 2003

¥2,100 (incl. tax)

Corporations that have succeeded by repositioning their brands/Methods of reviving old brands/Deep relationship between brand model and business model/Effects and structures of single brand and multi-brand/The things to be learned from city branding. . .The facts and considerations involved in brand strategies as explained by 12 U.S. corporations are collected here in an highly readable manner.

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Markable Mark

by Atsuro Yamada
Published by The Yomiuri Shimbun, 1999

¥2,000 (incl. tax)

What is the history and meaning of the mark, the "face" of a brand. What structures have marks employed to appeal to consumers? This easily understandable, highly readable fact-based book about prominent brand marks comprises interviews with leaders of Japan-based and Western corporations that are armed with recession-proof power brands and includes many illustrations.

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