福岡県筑後地方の異業種小規模作り手企業者集団のブランド開発

Translated title of the contribution: Brand Development for a Consortium of Small-Scale Manufacturers from Different Industries in the Chikugo Region of Fukuoka Prefecture

Yoshitaka Sugimoto, Minako Ichimaru, Kosoegawa Takahiro, Kenichi Sanada, Kazuhiro Honda

Research output: Contribution to journalArticle

Abstract

This project is the development of a brand by “CHIGGOTAL” for 10 companies that manufacture and sell regional products in the Chikugo region of Fukuoka prefecture. These 10 companies are a consortium of proprietors of small businesses, manufacturers, and different industries. There were many practical problems and difficulties in the course of the development of this brand. To motivate the proprietors of small businesses and manufacturers with little experience in brand development, and to promote activities smoothly, it was important for them to feel the effect of branding in the process of developing the brand. The idea of "small branding" which they could work on by themselves without any difficulty turned out to be effective. Further, this consortium of different industries was able to find differentiation points that cannot be easily imitated by the competition, by finding common points in the environment surrounding the companies and their products.
Translated title of the contributionBrand Development for a Consortium of Small-Scale Manufacturers from Different Industries in the Chikugo Region of Fukuoka Prefecture
Original languageJapanese
Pages (from-to)80-85
Journalデザイン学研究作品集 = Annual design review of Japanese Society for the Science of Design
Volume24
Issue number2019
Publication statusPublished - Mar 2019

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