Analysis of Brand Strategy in Library Management

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  • MATSUSHITA Ayaka
    College of Knowledge and Library Sciences, School of Informatics, University of Tsukuba
  • MATSUMURA Atsushi
    Faculty of Library, Information and Media Science, University of Tsukuba
  • UDA Norihiko
    Faculty of Library, Information and Media Science, University of Tsukuba

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Other Title
  • 図書館経営におけるブランド戦略の分析
  • トショカン ケイエイ ニ オケル ブランド センリャク ノ ブンセキ

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<p>　With the spread of the Internet, the role of libraries has relatively diminished, and the search for a new library image has begun. In order to build a new library, there is an increase in libraries that can focus on marketing and branding, considering that it is effective to apply existing methods to library management. This research focus on brand strategy and aim to consider the model suitable for the library. The method of the research is as follows. First, select a branding model as a standard, and based on that model, a library that has stated that it has carried out branding and a library that has not said that it has carried out branding, but it has a reputation for having made advanced attempts. Investigate the library. Based on the obtained results, we analyze two libraries and consider whether the selected branding model is suitable as a library branding model.</p>

Journal

  • Joho Chishiki Gakkaishi

    Joho Chishiki Gakkaishi 29 (2), 129-134, 2019-05-25

    Japan Society of Information and Knowledge

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