Taiheido Fudosan Promotes a Local Purpose-Driven Management Model. Takayuki Oguchi Appointed as CBO to Strengthen Branding Strategy.

Taiheido Fudosan Co., Ltd. (Headquarters: Yamagata City, Yamagata Prefecture; President and CEO: Takayoshi Takeda), a comprehensive real estate company, announces that Takayuki Oguchi, COO of next is east inc., has been appointed as CBO (Chief Branding Officer). This appointment aims to promote a local purpose-driven management model and further strengthen the company's branding strategy.

The company has been promoting brand transformation under the purpose of 'Inheriting Yamagata,' and with this appointment, it will further solidify a management structure centered around the brand.

Background of the Appointment
Taiheido Fudosan operates a comprehensive real estate business rooted in the local community under the purpose of 'Inheriting Yamagata.' Amidst population decline, aging, and diversifying lifestyles, the value expected from real estate is shifting from mere 'properties' to 'lifestyles.' Considering this historical context, the company has aimed to evolve into an enterprise that provides value encompassing not just real estate, but the region's culture, history, and ways of living.

As part of this effort, the company welcomed next is east inc. as a branding partner to drive the reconstruction of its brand strategy, including purpose formulation and logo renewal. This has led to concrete results, boasting top-class growth rates in the prefecture every year across all sections, including buying and selling, rental brokerage, rental management, and construction. Furthermore, in redefining the brand, based on the philosophy of 'a relationship lasting longer than a lifetime,' the company has championed the inheritance of value including land, people, and history, which has also led to the creation of new businesses such as the renovation resale brand 'Dia Renovate.'

To further advance these initiatives and build a system that places branding at the core of management, Takayuki Oguchi has been welcomed as the CBO.

Role of the CBO
As CBO, Mr. Oguchi will oversee the following areas:
- Design and execution of company-wide branding strategy
- Development and strengthening of product and service brands (e.g., Dia Renovate)
- Design and sophistication of Customer Experience (CX)
- Enhancement of recruitment branding
- Maximization of brand value centered on relationships with the local community

A brand is not built through a one-time initiative but is formed solely through the accumulation of daily branding activities. Based on this belief, the company aims to achieve continuous improvement of brand value by providing consistent value across all aspects of the organization, business, and customer touchpoints.