Strong brand development process based on organization building

2016 Fiscal Year Final Research Report

• Project/Area Number: 26380564
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Research Field: Commerce
• Research Institution: Yokohama National University
• Principal Investigator: TSURUMI Hiroyuki 横浜国立大学, 大学院国際社会科学研究院, 准教授 (70581198)
• Project Period (FY): 2014-04-01 – 2017-03-31
• Keywords: マーケティング論 / ブランド論 / 組織論

Outline of Final Research Achievements

What kind of organization form is necessary to create a strong brand? On this subject, we worked on two studies. First, we clarified the factors that strong brands are formed by empirical research. Secondly, we conducted interviews with companies that actually built strong brands.
The sales performance is the result of brand power surfacing. In the first research, we generalized the indirect effect that the number of tweets on Twitter and television advertisement will have on the sales results of products. In the second study, we interviewed Suntory Liquor Co., Ltd. We revealed that the company adopted an organization form called Connected Company in the process of building the brand. It was organically linked with the department responsible for brand building, related departments and customers.

Free Research Field

マーケティング論