Place brands and the perceived authenticity of cultural and creative goods in international markets

2017 Fiscal Year Research-status Report

• Project/Area Number: 15K17130
• Research Institution: Doshisha University
• Principal Investigator: ジョンズ アダム・ルカス 同志社大学, ビジネス研究科, 准教授 (00553075)
• Project Period (FY): 2015-04-01 – 2019-03-31
• Keywords: place branding / authenticity / branding

Outline of Annual Research Achievements

The progress from this stage of the research indicated how different regions may enact varying strategies to promote or downplay their regional 'brand' in relation to the nation brand.
Interviews and observational studies at trade shows indicated the strength of the Kyoto brand and the prevalence of its use in branding efforts.
Other regions however, seem to be utilising the regional brand to a greater extent in the domestic market, while its use in global markets becomes more nuanced.
It is suggested that with a fairly unknown brand story relative to strong regional brands such as Kyoto, these regions can fall back on the "Japan" nation brand but also have more latitude and freedom in building an authentic brand story.
Some of these findings have been accepted into an edited book to be published in 2018 by Springer; other findings will be presented at international conference (International Place Branding Association) in 2018.

Current Status of Research Progress

3: Progress in research has been slightly delayed.

Reason

Reporting/Dissemination efforts were delayed in FY2017 due to influenza, however data collection has been brought up closer to original plan during FY2017 from earlier delays.

Strategy for Future Research Activity

Dissemination and data collection will continue in FY2018. Case studies based on domestic regions and their international branding efforts are being developed and new findings will be disseminated during 2018 and beyond.

Causes of Carryover

Personnel expenses have not been used due to the absence of a suitably qualified RA, however this will change in FY2018 due to a change of research institution. This will account for the difference in remaining funds from FY2017. Other expenses for FY2018 will go to dissemination and data collection.