This provides an analysis of the Tombow MONO eraser brand to explain the principles of effective branding and achieving a "perception change" in consumers.

It asserts that a strong brand is built on consistent product quality and a unique identity, such as the iconic blue, white, and black color scheme, which evokes trust and reliable past experiences. Furthermore, it highlights how MONO successfully redefined its brand value from merely being a tool for erasing to becoming a "partner" that supports users, evidenced by initiatives like the text-free eraser for test-takers, effectively elevating its meaning and purpose in the customer's life.

It concludes that a successful brand must create an emotional connection and expand its meaning beyond its basic function to become a cultural asset that is consistently chosen by consumers.