Case Study: Square expands in Japan with btrax brand localization and market research

Square grows across Japan’s 47 prefectures with btrax

Square, a mobile payment pioneer, faced the challenge of expanding into Japan's highly competitive mobile payment market. They needed to adapt their successful US brand strategy and marketing materials to resonate with Japanese users and align with local preferences. btrax was engaged to provide brand consulting and localization services to meet this challenge.

btrax conducted thorough market and competitor research to develop a localized Japanese brand strategy. Their solution included creating a brand direction guideline, adapting Square's merchant brochure for cultural relevance, and crafting marketing copy for a new Japanese website. As a result, btrax helped drive Square's user growth across all 47 Japanese prefectures and secured featured placement in major electronics retailer BIC Camera.

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