The Comparative Study of Product Brand Formation in Multinational Corporations

2016 Fiscal Year Final Research Report

• Project/Area Number: 26780243
• Research Category: Grant-in-Aid for Young Scientists (B)
• Allocation Type: Multi-year Fund
• Research Field: Commerce
• Research Institution: Nihon University
• Principal Investigator: INOUE Masato 日本大学, 商学部, 准教授 (60409480)
• Project Period (FY): 2014-04-01 – 2017-03-31
• Keywords: 製品ブランド / グローバル・ブランド / リージョナル・ブランド / ローカル・ブランド / ブランド・マネジメント / グローバル・マーケティング

Outline of Final Research Achievements

This study illustrated the phenomenon on qualitative research that a company (mainly a multinational corporation) divides a product brand into three types (global brand, regional brand, local brand) by a geographical range of the market introduction and considers the consistency and the balance between product brand types.
In multinational corporations, there is a strong tendency to make much of a global brand than regional or local brand based on the higher sales amount and market share. However, the regional and local brand are a preparation of supporting global brand, so this point of view will be necessary in future research.

Free Research Field

ブランド・マネジメント