| Budget Amount *help |
¥4,420,000 (Direct Cost: ¥3,400,000、Indirect Cost: ¥1,020,000)
Fiscal Year 2019: ¥1,040,000 (Direct Cost: ¥800,000、Indirect Cost: ¥240,000)
Fiscal Year 2018: ¥2,080,000 (Direct Cost: ¥1,600,000、Indirect Cost: ¥480,000)
Fiscal Year 2017: ¥1,300,000 (Direct Cost: ¥1,000,000、Indirect Cost: ¥300,000)
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| Outline of Final Research Achievements |
The first theoretical finding is the concept arrangement and systematization of Episodic Branding. We find three episodic branding strategies: owned-episodic branding, given-episodic branding, and shared-episodic branding. The second one is about overseas deployment of Episodic Branding. When you deploy the strategy overseas, you must focus on the differences of shared-episode between your country and the countries in which you operate.
The empirical findings came from the consumer research in Tokyo metro;olitan area (survey samples: 1,659), and the interview research for Japanese companies’ overseas subsidiaries in Dubai (UAE) and Boston (USA). The results of these two studies show that three Episodic Branding strategies are effective to some extent.
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