著者

井徳 正吾 渋谷 詩織

出版者

文教大学

雑誌

情報研究 = Information and communication studies (ISSN:03893367)

巻号頁・発行日

vol.58, pp.1-19, 2018-01-31

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Green Tea beverages sold in plastic bottle could represent as one of the best samples ofcommodity 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 thepioneer brand. This report focuses on “Namacha” by Kirin Co., Ltd., and studies how itstrategically challenged the pioneer, Oi Ocha, and what were their strategy to compete againstthe late starters such as Iyemon by Suntory and Ayataka by Coca Cola Japan. Brand valueshall specifically be focused to understand the brand strategy of the product represents thecommodity in the category.

著者

井徳 正吾

出版者

文教大学

雑誌

情報研究 (ISSN:03893367)

巻号頁・発行日

no.46, pp.1-15, 2012-01

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There is no doubt that there are certain significant milestones in the various stages of life. Some of the milestones are as follows: graduating from high school and leaving home for college; graduating from college and entering the work force as a full-time employee; and finding a partner in life and getting married. These milestones may affect the way people react and respond to the media and what media they are exposed to. Our previous studies specifically in the areas of TV and internet media have proven that people in a certain life stage will react quite differently from other individuals who are in another stage of their lives. It is unclear, however, if this is also true of newspaper, magazine, and radio media and is thus not known if a person's reaction to these three media is also dependent on his/her stage of life or not.

著者

井徳 正吾 松井 陽通

出版者

日本広告学会

雑誌

広告科学 (ISSN:13436597)

巻号頁・発行日

vol.50, pp.99-111, 2009-06

著者

井徳 正吾

出版者

文教大学

雑誌

情報研究 = Information and communication studies (ISSN:03893367)

巻号頁・発行日

vol.64, pp.1-18, 2021-01-31

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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.

著者

井徳 正吾

出版者

文教大学

雑誌

情報研究 (ISSN:03893367)

巻号頁・発行日

no.46, pp.1-15, 2012-01

---

There is no doubt that there are certain significant milestones in the various stages of life. Some of the milestones are as follows: graduating from high school and leaving home for college; graduating from college and entering the work force as a full-time employee; and finding a partner in life and getting married. These milestones may affect the way people react and respond to the media and what media they are exposed to. Our previous studies specifically in the areas of TV and internet media have proven that people in a certain life stage will react quite differently from other individuals who are in another stage of their lives. It is unclear, however, if this is also true of newspaper, magazine, and radio media and is thus not known if a person's reaction to these three media is also dependent on his/her stage of life or not.

著者

井徳 正吾

出版者

文教大学

雑誌

情報研究 = Information and Communication Studies (ISSN:03893367)

巻号頁・発行日

vol.54, pp.1-17, 2016-01-01

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There are a lot of theses about brand strategies but hardly any about brand development for consumer products. This thesis describes the brand development steps with data driven approach. Iemon, a brand of Japanese green tea drink released by Suntory, is used to examine each of these procedures and associated advertisement volume and duration for them.

著者

井徳 正吾 松井 陽通

出版者

日本広告学会

雑誌

広告科学 (ISSN:13436597)

巻号頁・発行日

vol.50, pp.99-111, 2009