David Blecken
Aug 1, 2016

How public affairs is leading the formation of Lixil’s global brand

The Japanese home fixtures and building company is demonstrating an enlightened approach to both communications and globalisation.

Lixil subsidiaries include American Standard, Grohe and Inax

A complaint often heard in Japan is that many companies fail to fully understand the concept and importance of branding. Another is that few really understand the discipline of public affairs. It’s intriguing, then, that a company that’s seen by some as a flag-bearer for the future of Japanese business is combining the two directly as it looks to grow internationally.

Branding strategy for Tokyo-based housing and building products corporation Lixil, which owns brands such...

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