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The Japan-based multinational company Hitachi has been providing the world with products and services since 1910. Today, Hitachi is one of the leaders of the world based on product development and manufacturing. From information and technological systems, power systems, social and industrial systems, electronic systems, and many more, this company has done so much for the world, admirably so, that many in the automotive industry has learned to trust in the brand.

Conceptualizing, developing, engineering and manufacturing automotive parts are just a few of the businesses that Hitachi handles. And this company has done great so far, being able to sell millions of products for top car companies like Audi, Chevrolet, GMC, Honda, Mazda, Toyota and Volkswagen. Many of these car companies really trust Hitachi products, getting more of its top-notch products because they know that this company, this brand, won't settle for anything less than perfection.

But like all companies, Hitachi struggled in creating a brand that would be different from other companies. In fact, in 1999, for the first time, the company encountered a severe financial deficit after doing so well for the past years. To confront their problem, they had to unite the Hitachi Group into a single-minded company by renewing internal policies creating the "Hitachi Brand Platform" catered not only its distributors and customers but towards other competitors as well, telling them that Hitachi should be the brand to beat. Using ideas coming from their management and rank-and-file employees, they were able to end up with Hitachi's identity based on its hard-earned "trust" and "technical capability" built and hard-won through the years.

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