書誌事項
- タイトル別名
-
- Study of Branding about “Kirin Namacha”
- キリン 『 セイチャ 』 ノ キョウゴウ ニ タイスル ブランド センリャク オ カンガエル : ブランド カチ コウゾウ ノ シテン カラ
この論文をさがす
説明
Green Tea beverages sold in plastic bottle could represent as one of the best samples of commodity product in Japan. We have 4 major brands and the first one sold was the “Oi Ocha (pronounced Oh Yee Ocha)” by Ito En, LTD., which still maintains strong market share as the pioneer brand. This report focuses on “Namacha” by Kirin Co., Ltd., and studies how it strategically challenged the pioneer, Oi Ocha, and what were their strategy to compete against the late starters such as Iyemon by Suntory and Ayataka by Coca Cola Japan. Brand value shall specifically be focused to understand the brand strategy of the product represents the commodity in the category.
収録刊行物
-
- 情報研究
-
情報研究 58 1-19, 2018-01-31
文教大学
- Tweet
詳細情報 詳細情報について
-
- CRID
- 1050001338029085184
-
- NII論文ID
- 120006460756
-
- NII書誌ID
- AN00116589
-
- ISSN
- 03893367
-
- NDL書誌ID
- 028815149
-
- 本文言語コード
- ja
-
- 資料種別
- departmental bulletin paper
-
- データソース種別
-
- IRDB
- NDLサーチ
- CiNii Articles
