2026-03-06T21:09:14Z https://bunkyo.repo.nii.ac.jp/oai

oai:bunkyo.repo.nii.ac.jp:00006811 2024-08-08T01:45:37Z 1:26:780

キリン『生茶』の競合に対するブランド戦略を考える : ブランド価値構造の視点から Study of Branding about “Kirin Namacha” 井徳, 正吾 イトク, ショウゴ Itoku, Shogo 文教大学 渋谷, 詩織 Green Tea beverages sold in plastic bottle could represent as one of the best samples of commodity 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 the pioneer brand. This report focuses on “Namacha” by Kirin Co., Ltd., and studies how it strategically challenged the pioneer, Oi Ocha, and what were their strategy to compete against the late starters such as Iyemon by Suntory and Ayataka by Coca Cola Japan. Brand value shall specifically be focused to understand the brand strategy of the product represents the commodity in the category. 文教大学 2018-01-31 jpn departmental bulletin paper VoR https://bunkyo.repo.nii.ac.jp/records/6811 03893367 情報研究 Information and communication studies 58 1 19 https://bunkyo.repo.nii.ac.jp/record/6811/files/BKSJ580002.pdf application/pdf 2.1 MB 2018-04-24