Turning point for focus on brand development as a critical tool for sustainable growth.
SATO Corporation, a pioneer in the field of automatic identification solutions, has appointed Kaori Morikuni as executive officer for stewardship of the global brand from 1 April 2025.
Kaori is tasked with setting the SATO brand on a course for global growth as it builds its partner ecosystem to achieve its medium-term management plan for 2024 -2028.
A brand professional specialising in sustainable brand equity building, Kaori is a collaborative and strategic lead with expertise in developing and managing brand strategy for multinational corporations. By aligning brand values with business objectives, she is committed to helping SATO establish trust and loyalty with its customers while delivering sustainable value.
“I am excited to put my skill sets in dynamic global brand management and creative marketing communication to work to further build SATO’s historic brand,” asserted Kaori Morikuni. “While establishing our position in the international market, we will continue to serve and grow with our customers to achieve a shared vision for society.
“We warmly welcome Kaori to the team and look forward to her leadership in shaping the future of the SATO brand,” commented SATO Corporation Group CEO Hiroyuki Konuma. “Expectations for auto identification technologies are higher than ever. Businesses need data on everything possible, and we provide it by attaching identifiers via tagging. By clearly defining our unique positioning, together with partners, we can better contribute towards building a better and more sustainable world.”
In her previous role, Kaori set up and led a diverse creative team, transforming strategies into compelling narratives that drive business growth. Her expertise spans brand management—from strategy and identity to implementation and experience—along with B2C, B2B, B2G, and B2E brand communication and marketing campaigns. Throughout her career, she has ensured that every initiative aligns with business objectives and brand values, fostering trust, strengthening loyalty, driving long-term success, and maximising brand impact while delivering sustainable value.
Kaori studied International Relations and Design Management in Japan and the Netherlands and has lived and worked in seven countries across four continents. She is fluent in Japanese, English and Spanish.