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01 新潟大学MOTレビュー = Niigata University MOT Review >

 

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Title :地域と産業のブランド化 : すみだ地域ブランドの取り組み
Title alternative :Exploring Place and Industrial Branding : Case study of Branding Efforts of Sumida Ward
Authors :長尾, 雅信
Publisher :新潟大学大学院技術経営研究科
Issue Date :Mar-2011
Journal Title :新潟大学MOTレビュー
Volume :2
Start Page :25
End Page :42
ISSN :2185-0496
Abstract :Branding a place and industry has been a challenging task for many communities. Collaborate marketing efforts of the multi-actor provide solutions to this challenge. A substantial body of research has investigated branding activities among local government, firms and outside designers and scholar in Sumida ward. This paper reports on qualitative resarch, exploring the quality and nature of branding activities which was based on existing place branding approach. The aim of collaboration isn't only outsorcing but also fostering volunteerism of firms as place branding actor through the interaction with outsiders. Among other findings, the study shows that the brand context which is based on historical-culture place brand equity may captivate new customers. Implications are provided and discussed from both practical and theoretical perspective.
Keywords :place brand
destination marketing
industrial marketing
collaboration
customer value creation
Type Local :紀要論文
Language :jpn
Format :application/pdf
URI :http://hdl.handle.net/10191/30406
fullTextURL :http://dspace.lib.niigata-u.ac.jp/dspace/bitstream/10191/30406/1/2_25-42.pdf
Appears in Collections:01 新潟大学MOTレビュー = Niigata University MOT Review

Please use this identifier to cite or link to this item: http://hdl.handle.net/10191/30406