M. League: Rebranding Through Perception and Distinctive Brand Assets

This examines the successful rebranding efforts of the M. League, a professional Japanese mahjong league, which aimed to change the public's negative perceptions of the game.

It focuses on two key strategies: "perception change," redefining mahjong as a "brain sport" rather than a gambling activity through initiatives like a zero-gambling declaration and promoting wholesome events, and the creation of "distinctive brand assets." These assets, including the league logo, team uniforms, and unique broadcast style, became strongly linked to the positive new perception, serving as visual and auditory cues that reinforced the M. League's desired image.

The discussion highlights how these two strategies worked in tandem, with the new perception giving meaning to the brand assets, and the assets, in turn, solidifying the updated perception in the audience's minds, creating a positive cycle of growth and recognition for the brand.