2009 Fiscal Year Final Research Report
Studies in Areal Brand Planning
| Project/Area Number |
18530331
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Single-year Grants |
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| Section | 一般 |
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| Research Field |
Commerce
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| Research Institution | Kwansei Gakuin University |
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Principal Investigator |
WADA Mitsuo Kwansei Gakuin University, 商学部, 教授 (00119041)
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| Co-Investigator(Kenkyū-buntansha) |
TOKUYAMA Mitsue 名古屋市立大学, 大学院・経済学研究科, 准教授 (80363951)
KANNO Saori 駒澤大学, 経営学部, 講師 (00383373)
NAGAO Masanobu 新潟大学, 大学院・技術経営研究科, 准教授 (50467065)
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| Project Period (FY) |
2006 – 2009
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| Keywords | 地域 / ブランド / ブランドイメージ / ゾーニング / コミュニケーション戦略 / アクターモデル / 企業イメージ / 企業と地域の連携 |
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| Research Abstract |
The objective of this study is to develop a planning and Management model for an areal brand. The study has been conducted both discussion and Interviews. Discussion has been done monthly bases and we traveled many areas in japan. After all, We developed planning and management model for areal branding. The model features 1)definition and concept of area branding, 2)introduced zoning consept, 3)communication concept and strategy, 4)actor model, and finally 5)corporate and area's new relationship model. We published "area brand management" in 2009.
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