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

制造商和零售商品牌策略的比较研究：英国、美国和日本

基本信息

批准号：
15330089
负责人：
SUYAMA Keisuke
金额：
$ 8.38万
依托单位：
Kansai University
依托单位国家：
日本
项目类别：
Grant-in-Aid for Scientific Research (B)
财政年份：
2003
资助国家：
日本
起止时间：
2003 至 2005
项目状态：
已结题

来源：
https://kaken.nii.ac.jp/grant/KAKENHI-PROJECT-15330089/
关键词：
Brand communication Comparative study, UK and Japan Manufacturer Distribution company National brand Private brand loyalty Store Identity ブランド・コミュニケーシ国際研究者交流知覚品質

项目摘要

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

本文从理论和实地调查两方面对制造商和零售商的品牌战略进行了探讨。它关注的是高效有效的品牌传播和制造商与零售商合作的可能性。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。研究成果大致分为以下几个部分。首先，探讨了以品牌语义网络的形成为核心的品牌认同构建，阐明了通过及时、充分的沟通形成品牌形象的过程。在最近复杂的NB和PB战略格局依赖于产品、行业结构和消费者的知识结构的情况下，企业的文化和氛围在品牌形象的形成中扮演了什么角色？这一方面从日英美三国企业Re…品牌战略的国际比较角度进行了比较和阐明。其次，围绕NB与PB的关系，阐明了日、英、美三国品牌战略的现实。英国零售企业利用自己的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的地位在稳步提升，在美国的影响力也在不断增强。然而，到目前为止，日本的零售企业还不能充分开展这样的营销活动。而PB是在20世纪90年代的S时期同时推出并抢占风头的，其影响力却迅速下降。通过比较制造商和零售商的品牌战略，已经澄清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，产品的质量和功能的作用，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，这些都会对消费者的品牌版税形成产生重要影响。较少