Brand Management

KDDI, au, UQ mobile, and povo each have brand slogans.
The slogan for the KDDI brand, "Tomorrow, Together," is the common message for corporate businesses, expressing the brand value effectively.
KDDI has developed the multi brand strategy for the consumer market, taking full advantage of the features of each brand, under the slogans: "Explore the extraordinary" for the au brand, "Simple-wo-minnani" (Simple for all) for the UQ mobile brand, and "Kimini-pittarino-jiyuue, isshoni" (Together to the freedom that is right for you ) for the povo brand.
The slogans are a reflection of our commitment to better understand our customers and continue being the company that people choose. They also express our endeavors to increase the trust we have earned from many companies and to work together as partners. We are making company-wide efforts to promote the improvement of customer experience, which leads to customer satisfaction. Establishing a strong brand and managing it properly is one of our key issues. For the proper management of our brands, we are striving to raise employees' awareness of issues like unauthorized use of trademarks and inappropriate use of logos by third parties, so as not to affect customer satisfaction or bring any disadvantage to society.

True to our Company Vision "The company the customer can feel closest to," "A company that continues to produce excitement" and a company "Contributing to the sustainable growth of society," we aim to promote the improvement of customer experience. We aim to understand our customers through all points of contact and provide the best services at the right time.
Our advertising and publicity are strongly promoted as one way to realize this policy.

KDDI advertisements are created with the idea of contributing to improved customer satisfaction, based on the rules of the Act against Unjustifiable Premiums and Misleading Representations as well as voluntary standards and guidelines on placement of telecommunications services advertisements, to avoid interfering in the autonomous and rational choice of customers by unfair enticement.
When creating an advertisement, each department shares detailed information about the purpose of the advertisement and the details of the product or service. The created advertisement is inspected at each department before it is submitted to the review department for final approval. As a rule implemented since 2013, advertisements cannot be used without passing the final review. We select media that can be effective points of contact for communication with customers, as well as being cost effective.

Promotion Regime

For the initiatives of au, we rolled out the Santaro TV commercial series from January 2015 and "too sophisticated Takasugi-kun" series from January 2018. In an effort to spread the brand image of au under the brand slogan "Explore the extraordinary," we will continue to run both series with the aim of further increasing our popularity.
For UQ mobile as well, the new UQUEEN series was launched in September 2021 and we are striving to get the brand slogan, "Simple-wo-minnani" (Simple for all) widely recognized among consumers and improve the brand's favorability.