2012 Fiscal Year Final Research Report
Strategy for growing brand equity; geographical study on large-scale farmers in Japan.
| Project/Area Number |
22700852
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| Research Category |
Grant-in-Aid for Young Scientists (B)
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| Allocation Type | Single-year Grants |
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| Research Field |
Geography
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| Research Institution | Chiba University |
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Principal Investigator |
UMEDA Katsuki 千葉大学, 教育学部, 准教授 (20344533)
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| Project Period (FY) |
2010 – 2012
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| Keywords | ブランド・エクイティ / 農水産物 / 大規模農業者 / 市場認知度 / フードシステム |
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| Research Abstract |
Strategy for growing brand equity is a crucial issue to create added value in agriculture in developed countries. Firstly, I made a list on brand-name of agricultural and marine products in some regions in Japan, including Hokkaido, Chiba, Nagano, Shiga and Miyazaki prefecture. Secondly, I clarified the process and factor of completing brand equity according to some case studies. As a result, I divided brands into 4 types on the conditions of making brand and the methods of shipping products.
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