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.