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.