３主体により協創されるブランド価値の研究 : 成長を続けるフラッグシップ米を事例に

機関リポジトリ 機関リポジトリ (HANDLE) オープンアクセス

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  • A Study on Brand Value Co-Created by Three Entities : A Case Study of a Growing Rice Brand

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Who are the entities that nurture a brand, and what kind of brand value is fostered by these entities? The spread of the internet and social media has brought various changes to our society. These changes have also impacted brand research, leading to a shift in the discussions surrounding the entities that nurture brand value and the nature of brand value itself. This study organizes these discussions on brand value and its nurturing entities, using the example of branded rice, a representative regional product, to illustrate the brand values fostered by three entities: the supply entity, the consumption entity, and BIT (Brand Incubation Third-Party). This study uses branded rice varieties from different regions in Japan as case examples. While the overall rice market in Japan is shrinking, the number of branded rice varieties is increasing, leading to heightened competition in the market. Among these, "Yamagata Tsuyahime" and "Hokkaido Yumepirika" continue to grow, so this study focuses on these two varieties. Based on surveys conducted with the supply entity, consumption entity, and BIT related to these two varieties, 458 words related to brand value were extracted for "Tsuyahime" and 524 words for "Yumepirika." Using these words, the study analyzes the common brand values shared by the three entities, identifying the shared aspects of brand value and the unique values of each variety.

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