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

通过理论和实地研究，探讨了制造商和零售商的品牌战略。它关注的是高效和有效的品牌沟通以及制造商和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部分。首先，以品牌语义网络的形成为中心，探索品牌识别的构建，通过及时、充分的沟通，明确品牌形象的形成过程。在当前以产品、行业结构和消费者知识结构为依托的复杂的NB和PB战略格局下，企业的文化和气候对品牌形象的形成起着怎样的作用？本文从日、英、美企业品牌战略的国际比较角度对这方面进行了比较和澄清，更多地涉及到社会、经济和文化因素的影响。其次，以NB与PB的关系为中心，阐述了日本、英国、美国品牌战略的现状。英国的零售企业一直在开发和提供利用企业形象的自有品牌（PB），并取得了良好的效果。另一方面，PB在美国的地位稳步提升，影响力不断增强。然而，目前日本零售企业对此类营销活动的开展力度还不够。虽然PB在20世纪90年代被同时引入并引起了人们的注意，但其影响力却迅速下降。通过比较制造商和零售商的品牌策略，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，产品质量和功能的作用，社会、经济和文化因素的影响，广告和传播的内容和形式的差异，这些都可能对消费者的品牌权利金形成产生重要影响。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