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Trademark Registration Branding Case Inoue Kamabokoten Co., Ltd.

Ms. Chieko Makita
President, Inoue Kamabokoten Co., Ltd.
Interviewed on October 16, 2015
Interviewed and manufactured by Pixidea, Inc.

We have two leading products, "Baika Hampen" and "Koban Age".

These products can be produced only in Kamakura and these names have deep connection to Kamakura.

Our previous owner filed trademark application of "Baika Hampen", but registration was not made for some reason.

We did not know why because "Baika Hampen" is our best-selling product.

Then we met Mr. Watabe in Shousei International Patent Office.

When we talked about it, he said "You should register Baika Hampen".

Registration of "Baika Hampen" seemed difficult, but this time, it was registered successfully.

We prepared a lot of data.

I guess the previous owner did not submit such data.

Mr. Watabe proved that "Baika Hampen" is loved by many people by using the data such as volume of sales, historical materials, media exposures, etc.

Thanks to his efforts, our trademark was registered.

When we sell our products in department stores, the products should have trademark registrations in order to prove that the products have brand strength.

Manufacturers and major distributors take it for granted that the products have trademark registrations upon making big business deals.

The trademark registration helped our staff members to take pride in our brand.

It was really important for us.

A credo or motto of our shop is that we are the Kamaboko maker who is making Kamaboko as the pride of proud people in Kamakura.

As to the "proud people in Kamakura", probably everyone living in Kamakura says "Kamakura is a nice place" or "we love living in Kamakura".

Or when we are asked where we live and answer "I live in Kamakura", everyone says "It’s a very good place".

I think Kamakura is a very special place.

People living here is proud of Kamakura.

We are doing our business here in Kamakura for about 80 years.

There are many shops selling Kamaboko all over Japan.

Every Kamaboko is good.

But people in Kamakura say like this.

“We have Inoue Kamabokoten here in Kamakura.”

They say that they cannot welcome a new year without "Baika Hampen" of Kamakura.

We are happy and proud to hear that.

We will continue producing such good products.

Good products never lie.

We do not use unnecessary additives.

We use the recipe from the old days.

We stick to our basics for the people in Kamakura who appreciate our basics.

I think the trademarks support our basics.

We would like to pass our basics to the next generation.

We hope the next generation living here in Kamakura would take pride in our Kamaboko shop.

▼When you click on the image below, the video of English version is played.▼