Branding In the Sensibility Industry: Grand Seiko, Factelier, Ultra-high Density Textile DICROS, Traditional Craft Brand HIRUME

This is a compilation of four lectures held by guest lecturers at Waseda Business School from 2018 to 2019. Representatives and practitioners from Grand Seiko, Factelier, ultra-high-density textile DICROS, and traditional craft brand HIRUME speak in their own words. They explore the path to "creating products and brands that appeal to the senses" and offer insights into the future of manufacturing and brand building for Japanese companies.