Mikimoto is simply a powerful example of effective branding. When you hear "mikimoto" the consumer has been conditioned to associate that name with a superior products.
The burden is on each of us in the pearl business to develop a superior product. We then have the same opportunity as Mikimoto to brand our product and exstablish a track record of quality. It will take considerable time, but eventually each business has the opportunity to develop an effective brand that distinguishes themselves from the rest of the crowd, even if the products we are selling are essentially similar.
I battle with the consequences of effective branding in my own home each week when its time to go shopping with my wife. I try to get her to buy "Luvs" diaphers for the babies, instead of "Huggies Supreme". they are the same, except Huggies cost twice as much! Huggies has established a much better brand name than luvs, so our babies wear Huggies, no matter how much I protest
