Comparative Study of Branding Strategies by Manufacturers and Retailers : UK, USA, and Japan

本研究从理论和实证两方面探讨了制造商和零售商的品牌战略。重点研究了品牌传播的有效性和制造商与零售商之间合作的可能性。基于日本、英国和美国的访谈和调查数据，验证了共同的研究框架。研究结果大致分为以下几个方面。首先，探讨了品牌识别的构建，以品牌语义网络的形成为核心，通过及时、充分的沟通，明确了品牌形象的形成过程。在当前日益复杂的NB和PB战略模式下，企业的文化和氛围在品牌形象的形成中起着什么样的作用？从日、英、美三国企业品牌战略的国际比较角度，对这一问题进行了比较和阐述， ...更多信息 其次，围绕NB与PB的关系，阐述了日本、英国、美国等国品牌战略的现实。英国零售企业一直在利用企业形象开发和提供自有品牌，并取得了良好的效果。另一方面，PB稳步提高其地位，并在美国产生持续的影响力。然而，日本零售企业至今还没有充分开展这种营销活动。而PB是同时引入的，并在20世纪90年代抢尽了风头，它的力量迅速下降。通过比较制造商和零售商的品牌策略，阐明了造成这种差异的原因。研究的重点是制造商和零售企业的形象、产品的质量和功能、社会、经济和文化因素的影响以及广告和传播的内容和形式的差异对消费者品牌忠诚度形成的重要影响。少

This theoretical and field research explored the brand strategy of manufacturers and retailers. It focused on the efficient and effective brand communication and the possibility of the collaboration between manufacturer and retailer. Based on the interview and survey data in Japan, UK, and USA, the common research framework has been testified. The research result is roughly divided as follows. First, it explored the construction of the brand identity that centered on the formation of the semantic network of the brand and clarified the formation process of brand image through prompt and adequate communications. Under the recent complicating NB and PB strategy pattern depend on products, industry structure and consumers' knowledge structure, what role do the culture and climate of the enterprise play in the formation of the brand image? This aspect was compared and clarified from the international comparative viewpoint of the branding strategy of Japanese, English, and USA enterprises re … More ferring to the influence of social, economic, and cultural factors.Secondarily, the realities of the branding strategy of Japan, UK, and USA were clarified centering on the relation between NB and PB. The retail enterprises in Great Britain have been developing and offering private brands (PB) using their corporate identity, and has obtained the excellent result. On the other hand, PB steadily improves its position and is causing constant influence power in the United States. However, the retail enterprise in Japan cannot develop such marketing activities enough up to now. Whereas PB is introduced simultaneously and stole the limelight in 1990's, its power has rapidly decreased. The issue why such a difference had been caused has been clarified with comparing the branding strategy of manufacturers and retailers. The focus of the research was put on the image of the manufacturer and the retail enterprise, the role of the quality and functions of products, the influence of social, economic, and, cultural factors, and the difference of the content and the form of advertisements and communications, that could make important influence on the consumer's brand royalty formation. Less