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Study of Branding Strategy for Lexus by Toyota — Comparison between Japan and US market —
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- Itoku Shogo
- 文教大学
Bibliographic Information
- Other Title
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- トヨタ『レクサス』にみるブランド考～アメリカと日本におけるブランディングの同一点と相違点～
- トヨタ 『 レクサス 』 ニ ミル ブランドコウ : アメリカ ト ニホン ニ オケル ブランディング ノ ドウイツテン ト ソウイテン
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Description
Toyota introduced Lexus in 1989 in the United States. On the other hand, the same car same car was released in japan as Celsior. Let's consider what values were shared and not shared among these two different brands. 16 years later, Toyota decided to align these brands globally and changed the car from Celsior to Lexus. I will discuss which principals were carried over from Celsior to Lexus from the perspective of branding strategy.
Journal
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- 情報研究
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情報研究 64 1-18, 2021-01-31
文教大学
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Details 詳細情報について
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- CRID
- 1390290700179857536
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- NII Article ID
- 120007035001
- 40022477550
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- NII Book ID
- AN00116589
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- NDL BIB ID
- 031273027
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- ISSN
- 03893367
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- Text Lang
- ja
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- Article Type
- departmental bulletin paper
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- Data Source
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- JaLC
- IRDB
- NDL Search
- CiNii Articles
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- Abstract License Flag
- Allowed
