著者

長澤 彰彦 ナガサワ アキヒコ Akihiko Nagasawa

雑誌

国際研究論叢 : 大阪国際大学紀要 = OIU journal of international studies

巻号頁・発行日

vol.25, no.3, pp.1-21, 2012-03-31

---

The true nature of branding is to set up and maintain a structure for supporting and strengthening trust [信] in the brand. Ultimately, the word trust itself can be conceived of as arising from a duality of principle [信念] and reliance [信頼]. However, the Strategic Japanese Brand that the cabinet formulated in 2009 did not include any idea of a structure for creating trust, but merely expressed a plan for revitalizing Japanese industry. Today, Japan is grappling with a number of problems, such as the nuclear accident caused by the Great Eastern Japan Earthquake Disaster, the poor economy due to the strong yen, and the draining off of Japanese economic power by China and Korea. These are the result of the heretofore focus ondeveloping industry and the economy. Since the economic decline, merely calling for more support for industry will not solve the problems. The structure of trust through state branding has a function of crisis management when economic power declines or other crises occur. However, as far as can been seen, up to now none of the plans or proposals related to Japanese state branding that have been issued by any governmental bureau or agency have gone so far as to include consideration of the aspect of crisis management. This paper seeks to clarify the basic nature of national branding by exploring the background and problems with the attempts at national branding in Japan.