Since 2018, Komatsu has been developing its brand from several areas, among them from the Marketing area, where this year 2023 new challenges and projects are implemented from a global perspective seeking to establish our presence with a One Komatsu look.
“Since this project started in 2018, we began to work on the brand from a strategic One Komatsu look and this has been an ongoing process that does not stop, but on the contrary, today we are very proud as a Marketing and External Communications unit to belong to the Global Brand Committee which is responsible for Governance at a global level. These projects respond to the third strategic pillar of our Mid-Term Management Plan 2022-2024 to enhance corporate resilience and that speaks more specifically of strengthening the brand through the development of a global brand strategy and where the specific objectives and positioning of this are also declared”.
Macarena Cué
Regional manager of Marketing and External Communications
Komatsu Latin America
The strategies used in digital channels such as the website and social networks, have to do with how the business is developed in each territory where the purpose is to have a single structure at a global level in order to ensure a One Komatsu experience.
This year, for the first time as a joint global initiative, we will measure brand awareness in some territories in Latin America, Europe, Australia and the U.S.A. The aim is to obtain the first results about the perception of Komatsu by the general public with whom we interact and thus be able to evaluate the actions to be taken and developed.
These are actions and strategies to follow and achieve global brand awareness, since those that have been developed so far are of a local nature and we are now looking for visibility to be guaranteed internationally by first defining the segments where sponsorship should be done, involving investment of monetary resources in a strategic manner from the Marketing areas.
Carrying out a global effort for the design of a communication campaign that strategically suppor ts the activation of our brand. Based on the definition of messages consistent with our brand and business strategy. Global strategic definition, with local application in each territory.
