AKEBONO REPORT 2012

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16 AKEBONO REPORT 2012 Akebono Brake Industry Co. Ltd.Further Enhancing Our Corporate Brand and PursuingContributions to SocietyWe believe that we must continue to move forward to realizeakebono’s Corporate Mission because we confirm that this isthe best way to contribute to society. To this end we are persistentlycommunicating and sharing this belief in our mission withour associates worldwide along with akebono’s Declaration forthe 21st Century which sets forth a code of conduct for realizingthe Corporate Mission.In October 2005 we formulated our Brand Statement pursuantto the Corporate Mission as a part of initiatives based onCorporate Brand (CB) Management that were kicked off thatyear. The Brand Statement presents the ideal form of companythat is our goal on a medium-term basis?with the aim of realizingthe abovementioned mission on a long-term basis?as wellas outlining a practical and effective way of achieving this goalin line with the changing times.In 2008 we set our focus on two aspects of our corporateimage namely the provision of high-quality products and servicesand technological excellence. Since then we have beenstriving to enhance our corporate image through corporatebranding promotion activities.Akebono’s Corporate Brand Management is based on therecognition that among the various stakeholders we come incontact with in the course of business operations the mostimportant are our customers shareholders and associates.Given this we constantly strive to enhance our corporate value trying to place equal emphasis on these three stakeholdergroups.The purpose of the Company’s Corporate BrandManagement is to enhance Akebono’s uniqueness and attractivenessin support of its Corporate Mission by encouragingpride in the Akebono brand among associates and creating avibrant organization. Each of our associates is fully aware oftheir connection with Akebono’s corporate brand and is assiduouslyworking to enhance the brand image through their day-todaytasks and activities.Enhancing the Corporate Brand by Steadily Promoting CSRWe recognize that CSR is indispensable to corporate brandmanagement and essential to our continued business operations.Guided by akebono’s Corporate Mission and BrandStatement we are becoming an organization that meets thevarious requirements of its stakeholders and voluntary targetsas a matter of course as we proceed with CSR activities thataim to offer greater safety and security to people throughoutsociety.It is our hope that through the promotion of CSR activities our associates will come to understand that they are able tocontribute to society in other ways through various aspects ofbusiness activities. By facilitating their confidence in Akebono we believe that they can take greater pride in delivering safetyand security to society not only through brake products butthrough all aspects of their service in the Company. Thus werecognize that steady promotion of CSR helps to enhanceattractiveness of our corporate brand and corporate value.Corporate Brand Awareness Survey and Brand ReportsAkebono has conducted surveys on corporate brand awarenessboth inside and outside the Group since 2005 aiming toimprove the effectiveness and efficiency of its Corporate BrandManagement. Surveys are significant part of the Plan Do Check and Act (PDCA) cycle in Corporate Brand Managementactivities. The scope of survey includes all Akebono associateswho work at locations nationwide and overseas as well as customersand suppliers in various industrial sectors. By acceptingstakeholder feedback and opinions with sincerity we are aimingto ensure that our stakeholders gain greater satisfaction fromour products and services. Voices from stakeholders areshared among associates worldwide and utilized to guide futureactivities toward greater Corporate Brand Value.Status of CSR Promotion (in-house)In accordance with the CSR Guidebook (revised edition as ofApril 2010) issued by the Japan Auto Parts IndustriesAssociation (JAPIA) Akebono is preparing a list of its ongoingCSR activities. By making those activities more visible and managingthem in a systemized manner Akebono is ensuring thatall its CSR activities are steadily implemented.In the course of preparing the abovementioned list Akebono is utilizing the ISO 26000 management system andthe internal inspection system incorporated in that system.Also committees and project teams launched to promote CSRare evaluating the CSR activities conducted in each businesssegment. By doing so Akebono works to clarify its managementissues on CSR from a global perspective and sets priorities foraddressing them thereby improving overall CSR activities.Relationship Diagram?Corporate Brand and CSRakebono’s Corporate MissionCBCSRBrand statementDirection ofactivitiesAttractiveness of Akebono brandTrust from societytytytytyty i ty tytyt iety ciety m society(Year)395 389405427444538572488 4805402002 2003 2004 2005 2006 2007 2008 2009 2010 2011CB ScoreCB score represents attractivenessof the Akebono brand assumingcomparative position of theAkebono brand among companiesin the sector.300400500600Achieving akebono’s Corporate Mission through the Steady Promotion of CSRCorporate Brand Management and Corporate Social Responsibility

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