WEKO3
アイテム
顧客ベースのブランド・ポートフォリオ分析
http://hdl.handle.net/2261/5727
http://hdl.handle.net/2261/572766a63f2a-fd73-4fd1-ba44-138f1413d958
| Item type | テクニカルレポート / Technical Report(1) | |||||
|---|---|---|---|---|---|---|
| 公開日 | 2013-06-03 | |||||
| タイトル | ||||||
| タイトル | 顧客ベースのブランド・ポートフォリオ分析 | |||||
| 言語 | ||||||
| 言語 | jpn | |||||
| 資源タイプ | ||||||
| 資源 | http://purl.org/coar/resource_type/c_18gh | |||||
| タイプ | technical report | |||||
| アクセス権 | ||||||
| アクセス権 | metadata only access | |||||
| アクセス権URI | http://purl.org/coar/access_right/c_14cb | |||||
| その他のタイトル | ||||||
| その他のタイトル | Customer-Based Brand Portfolio Analysis | |||||
| 著者 |
桝山, 純
× 桝山, 純× 阿部, 誠 |
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| 著者別名 | ||||||
| 識別子Scheme | WEKO | |||||
| 識別子 | 97246 | |||||
| 姓名 | Masuyama, Jun | |||||
| 著者別名 | ||||||
| 識別子Scheme | WEKO | |||||
| 識別子 | 97247 | |||||
| 姓名 | Abe, Makoto | |||||
| 著者所属 | ||||||
| 著者所属 | 日本ロレアル | |||||
| 著者所属 | ||||||
| 著者所属 | 東京大学大学院経済学研究科 | |||||
| 抄録 | ||||||
| 内容記述タイプ | Abstract | |||||
| 内容記述 | With multi-facets of branding strategy, such as Co-branding, Brand Extension, Ingredient Branding, brand management is becoming increasingly complex yet crucial to corporate success. In Marketing, much attention has been paid to competitive brands, and competitive market structure analysis has been popular. In today's brand strategy, however, it is necessary to manage not only competition between firms but also coordination of portfolio brands a firm owns. When planning corporate strategy over multiple divisions with multiple brands, a firm must consider internal resources and competitive advantage of each business. However, what is more fundamental is to understand, through Marketing perspective, how customers perceive these multiple brands as a whole. How does brand strategy affect each member of the portfolio brands? Which brands share synergy from their respective marketing activities? Which brands affect the image of the corporate brand in what way? In brand strategy, it is important to analyze customer perception of each brand a firm possesses and to understand the brand portfolio structure. This leads to improving the efficiency of marketing activities such as advertising and promotion, and making better managerial decisions.In this research, we propose several scales that are derived from two aspects, "brand recognition" and "brand image", through the framework of "brand knowledge" in order to evaluate a brand portfolio structure. First, the direction and magnitude of influence among brands within a portfolio is expressed by scales called "vulnerability" and "clout" using brand recall data. Then the importance of each brand within the portfolio is evaluated by a scalled called "relevance". Next, using brand image data, a scale called "synergy" that quantifies how similar each pair of brands within a portfolio is derived. Finally, by combining brand recognition data and brand image data, we investigate which product brands affect the image of the corporate brand in what manner. The proposed scales and the framework for analysis is applied to study a brand portfolio structure of SONY, which is known to possess many well-known product brands. | |||||
| 内容記述 | ||||||
| 内容記述タイプ | Other | |||||
| 内容記述 | 本文フィルはリンク先を参照のこと | |||||
| 書誌情報 |
Discussion paper series. CIRJE-J 巻 CIRJE-J-175, 発行日 2007-04 |
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| 書誌レコードID | ||||||
| 収録物識別子タイプ | NCID | |||||
| 収録物識別子 | AA11451834 | |||||
| フォーマット | ||||||
| 内容記述タイプ | Other | |||||
| 内容記述 | application/pdf | |||||
| 日本十進分類法 | ||||||
| 主題Scheme | NDC | |||||
| 主題 | 330 | |||||
| 出版者 | ||||||
| 出版者 | 日本経済国際共同センター | |||||
| 出版者別名 | ||||||
| Center for International Research on the Japanese Economy | ||||||
| 関係URI | ||||||
| 識別子タイプ | URI | |||||
| 関連識別子 | http://www.cirje.e.u-tokyo.ac.jp/research/dp/2007/2007cj175ab.html | |||||
