Affective Value Creation and Methodologies of Technology Management for the Premium Branding of Local or Traditional Industries in Europe and Japan

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In this research, we analyzed the long-standing companies, local industries, and renowned companies in Japan as "Japan brand" as well as European luxury brands.We applies the methodologies of "customer experience" and "technology management" as tools to materialize the affective value, and they are found to be linked to the heritage and innovation which are essential to the competitive advantage and brand power. Furthermore, Japanese long-standing companies and local industries they are steadily declining have possibilities to be revitalized, reformed and to become premium brands not only by appealing to customers' Kansei through design but also by manufacturing through craftsmanship, and adopting "luxury strategies" to come out with history, story, and dream.