At Yanmar, innovation is more than technology. It is embedded in the way the brand is shaped and shared with the world. This approach has been recognized with the Silver award at the Japan Branding Awards 2024, an annual recognition by Interbrand Japan to honor exceptional branding strategies that drive growth and innovation.

This award is an acknowledgment of Yanmar’s Hanasaka philosophy, which is at the heart of the company’s approach. The jury praised Yanmar’s global branding initiatives, highlighting the company’s ability to engage employees, customers, and the broader public in meaningful and innovative ways. Through strategic projects and creative campaigns, Yanmar continues to enhance its brand presence worldwide.

Storytelling in action

Yanmar integrates branding into experiences that foster deeper connections. From original anime storytelling that creates emotional connections with the brand to interactive initiatives like the Yanboh & Marboh mascot redesign campaign. Yanmar is constantly exploring new ways to engage with its audience. The Hanasaka app and workshops bring employees together across departments, fostering collaboration and embedding the brand’s values into daily operations.

The approach of Yanmar is more than just branding—it’s storytelling in action. By embedding its core philosophy into experiences that inspire and connect, Yanmar makes its vision tangible and meaningful. This commitment to living, sharing, and realizing its brand values has led to this recognition.

Looking Ahead

Winning Silver at the Japan Branding Awards is an important milestone and a strong encouragement for Yanmar’s ongoing journey. The company remains dedicated to expand its Hanasaka-driven branding strategy, continuously developing new ways to engage, inspire, and build a sustainable future.

Yanmar extends its appreciation to all those who have contributed to this achievement. Through collective efforts, the company continues to shape a brand that makes a meaningful impact.