Departmental Bulletin Paper ブランド論の視点からサントリー「伊右衛門」を考える: ブランディングのメルクマールとして

井徳, 正吾

54pp.1 - 17 , 2016-1 , 文教大学
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.

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