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Brand Value Curriculum

being-value
February 24, 2021

Brand Value Curriculum

being-value

February 24, 2021
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  1. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ʮ࡞Ε͹ചΕΔ࣌୅ʯ͔Βɺڝ૪͕ܹ͘͠ͳΓফඅऀ͕બ୒Ͱ͖Δ࣌୅ʹͳͬͨ݁ՌɺϚʔέςΟϯά͕ੜ·Εͨɻ ϚʔέςΟϯά͸ɺڝ߹ͱͷࠩผԽϙΠϯτΛ໌֬ʹͯ͠ސ٬΍ݟࠐΈ٬ʹ఻͑ΔͨΊͷϑϨʔϜϫʔΫͰ͋Δɻ ސ٬χʔζΛ෼ੳ͠ɺ͍͔ʹڝ߹੡඼ʗαʔϏεΑΓ΋ࣗࣾ੡඼ʗαʔϏεͷ΄͏͕χʔζΛຬ͍ͨͯ͠Δͷ͔Λڝͬͨɻ ͔͠͠ɺ͞Βʹ࣌୅͕ਐΈըظతͳ঎඼΋୹ظؒͰίϞσΟςΟԽ͢ΔʮࠩผԽʯͦͷ΋ͷ͕೉͍࣌͠୅ʹͳͬͨɻ ػೳతͳࠩҟ͕ͳ͔ͬͨΓɺΘ͔Γʹ͔ͬͨ͘Γ͢Δͱ͖ʹɺফඅऀ͸ԿΛݩʹߪങܾఆ͍ͯ͠Δͷ͔ʁ ফඅऀͷߪങܾఆͱ݁ͼͭ͘χʔζ΍৺৅ͷମܥͱɺͦΕΒΛ࡞Γ্͛ΔͨΊͷϑϨʔϜϫʔΫΛϒϥϯσΟϯάͱݺͿɻ ͜ͷߨ࠲Ͱ͸ɺϚʔέοτγΣΞͷ࣌୅͔ΒϚΠϯυγΣΞͷ࣌୅ʹͳͬͨࠓɺ΋ͬͱ΋ॏཁͳϏδωεͷ֓೦Ͱ͋ΔϒϥϯσΟ ϯάͷମܥΛֶΜͰ͍ͨͩ͘ɻ ·ͨɺϚΠϯυγΣΞΛߴΊΔͨΊʹඞཁͳϒϥϯυɾόϦϡʔʹ͍ͭͯཧղ͠ɺܧଓతͳ׆ಈΛߦ͏ͨΊͷجૅݻΊΛ͢Δɻ ͸͡Ίʹ
  2. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ࿹࣌ܭ εʔπ ۺ ࡶࢽ ࣗಈं ύιίϯ ߳ਫ ΞΫηαϦʔ ͓ෲ͕ۭ͍ͨΒʁ Ϙʔϧϖϯ ϛωϥϧ΢Υʔλʔ ڇೕ ϊʔτ ۺԼ ίϐʔ༻ࢴ ༸෰Λങ͏ళ͸Ͳ͜ʁ ॻ੶Λങ͏ళ͸Ͳ͜ʁ ిԽ੡඼Λങ͏ళ͸Ͳ͜ʁ γϟϯϓʔΛങ͏ళ͸Ͳ͜ʁ ͋ͳ͕ͨߪങߦಈΛͱΔͱ͖ɺߪೖ͢Δ঎඼͸ࣄલʹ ܾఆ͍ͯ͠·͔͢ʁ ܾఆ͍ͯ͠Δ৔߹͸ͦͷϒϥϯυ໊Λॻ͍͍ͯͩ͘͞ɻ ʢෳ਺ճ౴Մʣ ԋश ϒϥϯυͱ͸ʁ
  3. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ϒϥϯυͱ͸Կ͔ʁ ϒϥϯυͱ͸ʁ ঎඼ɾαʔϏεʢͦͷ΋ͷ͚ͩͰ͸ͳ͘ɺͦΕΒͷϓϩϞʔγϣϯ΋ؚΉʣͱ઀͢ Δ͋ΒΏΔػձΛܦͯɺফඅऀͷ৺ͷதʹ্ཱ͕ͪΔ΋ͷ͕ɺͦͷ঎඼ɾαʔϏεͷ ϒϥϯυɾΠϝʔδ #SBOE*NBHF Ͱ͋Δɻ͋Δফඅऀ͕ԿΒ͔ͷߪങχʔζΛ๊ ͍ͨͱ͖ʹɺ·͖ͬ͞ʹ૝ى͞ΕΔ঎඼ɾαʔϏε͸ɺͦͷফඅऀʹରͯ͠ϒϥϯυ Λཱ͍֬ͯ͠Δͱݴ͑Δɻ͜ͷΑ͏ʹߪങχʔζ͕ൃੜͨ͠ͱ͖ʹಛఆͷ঎඼΍αʔ ϏεΛ࿈૝ͤ͞ɺߪങܾఆʹӨڹΛٴ΅͢ྗΛ࣋ͭ΋ͷ͕ϒϥϯυͰ͋Γɺফඅऀͷ ߪങߦಈʹӨڹΛٴ΅͢͜ͱΛҙਤͯ͠ϒϥϯυߏஙΛߦ͏͜ͱΛϒϥϯυઓུͱݴ ͏ɻ·ͨɺ౰ڠձͰ͸ϒϥϯυͷՁ஋ΛߴΊΔ׆ಈΛܧଓͯ͠ߦ͏͜ͱΛͱ͘ʹϒϥ ϯυɾόϦϡʔઓུͱݺͿɻ اۀଆ͔ΒΈͨʮϒϥϯυʯͱ͸ɺ੡඼ɾαʔϏεͦͷ΋ͷͰ͋Γɺ·ͨͦͷ੡඼ɾ αʔϏεΛڝ߹੡඼ͱࣝผɺࠩผԽΛҙਤͨ͠ཁૉͷू·Γͷ͜ͱͰ͋Δɻಉ͡ϒϥ ϯυͰ͋ͬͯ΋ɺاۀଆ͔ΒݟͨϒϥϯυɾΠϝʔδͱফඅऀ͔ΒݟͨϒϥϯυɾΠ ϝʔδ͕ͣΕͯ͠·͍ͬͯͯ͸ɺҙਤతͳϒϥϯυͷߏங͕Ͱ͖͍ͯΔͱ͸ݴ͑ͳ͍ɻ ϒϥϯυɾϚωʔδϟʔ͸ɺࣗࣾͷϒϥϯυΛސ٬ʹͲͷΑ͏ʹͱΒ͑ͯ΄͍͠ͷ͔ ʢϒϥϯυɾΞΠσϯςΟςΟ #SBOE *EFOUJUZ ʣΛ໌֬ʹ͠ɺͦͷϓϩηεΛઃ ܭɾ؅ཧ͠ͳ͚Ε͹ͳΒͳ͍ɻ ϒϥϯυ͸ڝ߹ଞࣾͷ੡඼ɾαʔϏεͱࣝผࠩ͠ผԽ͢ΔͨΊʹ࢖༻͞ΕΔɻ͜ͷ ʮࣝผʯͱʮࠩผԽʯͷҧ͍͸ॏཁͰ͋Δɻاۀଆʹͱͬͯ͸ʮࣝผʯ͚ͩͰ͸ͳ͘ ʮࠩผԽʯ͕Մೳʹͳ͍ͬͯͯ͸͡Ίͯϒϥϯυͱͯ͠ͷҙຯΛ͔࣋ͭΒͩɻ ͜ͷ໨ తͷͨΊʹ੡඼ɾαʔϏεʹʢ෺ཧతʹ͚ͩͰ͸ͳ͘ʣ෇༩͞ΕΔ໊শ΍σβΠϯͳ Ͳͷ͋ΒΏΔཁૉΛʮϒϥϯυཁૉ #SBOE&MFNFOU ʯͱݺͿɻ ʮࣝผʯ͸୯ʹ۠ผ͕Ͱ͖Δͱ͍͏͜ͱͰ͋Δ͕ɺʮࠩผԽʯͱ͍͏ͷ͸ʮଞͷڝ ߹ଞࣾͷ੡඼ɾαʔϏεͱ໌Β͔ʹҧ͏༏Ґੑɾ།Ұੑʯ͕ଘࡏ͢Δͱ͍͏͜ͱͰ͋ Γɺ͜ͷҧ͍ʹΑΓফඅऀͷߪങܾఆΛࠨӈ͢ΔྗΛ࣋ͭͱ͍͏͜ͱͰ͋Δɻ͜ͷͱ ͖ɺফඅऀͷߪങܾఆΛࠨӈ͢ΔྗΛ࣋ͨͳ͍ͷͰ͋Ε͹ɺͦͷ༏Ґੑɾ།Ұੑ͸ਖ਼ ͍͠ҙຯͰͷ༏Ґੑɾ།ҰੑͰ͸ͳ͍ɻࠩผԽͷख๏͸ʮϒϥϯυͷཱ֬ʯҎ֎ʹ΋ɺ ʮػೳɾ඼࣭ͷࠩผԽʯ΍ʮߴ෇ՃՁ஋αʔϏεʯͳͲ༷ʑ͕ͩɺࠩผԽʹࣦഊͨ͠ ৔߹͸Ձ֨ڝ૪ʹר͖ࠐ·ΕΔةݥੑ͕ߴ·ΔɻࠩผԽ͕೉͍͠೔༻඼ͳͲͷίϞσΟ ςΟʔͷ৔߹͸ɺϒϥϯυΛཱ֬͢Δ͜ͱͰࠩผԽΛਤΔ͜ͱ͕Ͱ͖Δɻ ϒϥϯυͱ͸ʮ͋ΔചΓख͋Δ͍͸ചΓखͷू ஂͷ੡඼͓ΑͼαʔϏεΛࣝผ͠ɺڝ߹ଞࣾͷ ੡඼͓ΑͼαʔϏεͱࠩผԽ͢Δ͜ͱΛҙਤ͠ ໊ͨশɺݴ༿ɺαΠϯɺγϯϘϧɺσβΠϯɺ ͋Δ͍͸ͦͷ૊Έ߹Θͤʯ ΞϝϦΧɾϚʔέςΟϯάڠձʹΑΔϒϥϯυͷఆٛ
  4. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ࢿ࢈ͱͯ͠ͷϒϥϯυ ϒϥϯυͱ͸ʁ ʢ1(ͷϒϥϯυചങͷྫʣ ɹ೔ຊϰΟοΫεΛങऩ ˞ศൿༀʮίʔϥοΫʯɺχΩϏ࣏ྍༀʮΫϨΞϥγϧʯɺᄡೕළফಟࡎʮϛϧτϯʯɺ ృ෍෩अༀʮϰΟοΫεϰΣϙϥοϒʯɺͷͲༀʮϰΟοΫείϑυϩοϓʯ ɹʮΫϨΞϥγϧʯΛϒʔπɾϔϧεέΞɾδϟύϯʹച٫ ɹϔϧεέΞ੡඼ϒϥϯυʮϰΟοΫεʯʢϰΟοΫεϰΣϙϥοϒͳͲʣΛେਖ਼੡ༀ ΁ ɹʮίʔϥοΫʯΛେਖ਼੡ༀʹച٫ ϒϥϯυ͸ࢿ࢈ͱͯ͠ചങͷର৅ʹͳΔɻ͜ΕΛϒϥϯυɾΤΫΠςΟ #SBOE &RVJUZ ͱݺͼɺ࣍ͷࣜͰද͢͜ͱ͕Ͱ͖Δɻ ϒϥϯυɾΤΫΠςΟɹʹɹࢿ࢈ɹ—ɹෛ࠴ɹʹɹਖ਼ຯࢿ࢈ ϒϥϯυɾΤΫΠςΟͷఏএऀͰ͋ΔσʔϏουɾΞʔΧʔʹΑΕ͹ɺͦͷߏ੒ཁ ૉʹ͸ʮϒϥϯυɾϩΠϠϧςΟʯʮϒϥϯυೝ஌ʯʮ஌֮඼࣭ʢফඅऀ͕ײ͡Δ඼ ࣭ʣʯʮϒϥϯυ࿈૝ʯ͕͋Δɻࢿ࢈Ձ஋ͷࢉग़ํࣜʹ͸େ͖͘෼͚ͯʮࡒ຿σʔλ ๏ʢࡒ຿ࢿ࢈ͱͯ͠ͷՁ஋ʣʯͱʮ ࣭໰ௐࠪ๏ʢސ٬ϕʔεͷՁ஋ʣʯͷ;ͨͭͷΞ ϓϩʔνํ๏͕͋Δɻ ϒϥϯυ͸ࢿ࢈ͱͯ͠ചങͷର৅ʹͳΔ
  5. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ࣗՈ༻ंͷϒϥϯυΛ࣍ͷج४Ͱ෼ྨͨ͠ͱ͖ɺ֤৅ ݶʹ୅දతͳϒϥϯυ໊Λهೖ͍ͯͩ͘͠͞ɻ ԋश ϒϥϯυͱ͸ʁ ߴڃ खࠒ ϑΝϛϦʔ εϙʔςΟʔ
  6. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    આ໌Ͱ͸ɺʮڝ߹ଞࣾͷ੡඼ɾαʔϏεͱ໌Β͔ʹҧ ͏༏Ґੑɾ།Ұੑ͕ଘࡏ͢Δͱ͖ʹࠩผԽͰ͖͍ͯΔʯ ͱ͋Γ·͢ɻػೳɾ඼࣭ɾαʔϏεʹ͓͍ͯ༏Ґੑɾ །Ұੑ͕ͳ͍ͱ͖Ͱ΋ɺϒϥϯυ͸ཱ֬Ͱ͖ΔͷͰ͠ΐ ͏͔ʁ Ͱ͖Δͱͨ͠Βͦͷཧ༝͸ʁ ࣗ෼ͷମݧΛ౿·͑ͯߟ͍͑ͯͩ͘͞ɻ ԋश ϒϥϯυͱ͸ʁ
  7. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ʮػೳ΍σβΠϯͰࠩผԽ͍ͯ͠Δྫʯͱʮػೳ΍σ βΠϯʹࠩ͸ͳ͍͕ϒϥϯυͰࠩผԽ͍ͯ͠ΔྫʯΛ ڍ͍͛ͯͩ͘͞ɻ ͜͜Ͱ͸ύοέʔδ΍ϩΰͳͲ΋ϒϥϯυͩͱߟ͑ͯ ͍ͩ͘͞ɻ ԋश ϒϥϯυͱ͸ʁ ػೳ΍σβΠϯͰࠩผԽ͍ͯ͠Δྫ ػೳ΍σβΠϯʹࠩ͸ͳ͍͕ɺϒϥϯυͰࠩผԽ͍ͯ͠Δྫ
  8. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ϒϥϯυ͸ͦͷϒϥϯυΛ࣋ͭ঎඼ɾαʔϏεͱɺڝ ߹ଞࣾͷ঎඼ɾαʔϏεΛࣝผ͢ΔػೳΛ࣋ͪ·͢ ͕ɺ͜ͷػೳ͕اۀͱফඅऀʹརӹΛ΋ͨΒ͢έʔε ͱɺଛࣦΛ༩͑ΔέʔεΛߟ͍͑ͯͩ͘͞ɻ ԋश ϒϥϯυͱ͸ʁ اۀͱফඅऀʹརӹΛ΋ͨΒ͢έʔε ଛࣦΛ༩͑Δέʔε
  9. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ϒϥϯυͷྺ࢙ ϒϥϯυͱ͸ʁ ݹ͔͘Βɺ์຀͍ͯ͠ΔՈச͕ଞਓͷॴ༗෺ͱฆΕͯ͠·Θͳ͍Α͏ʹɺࣗΒͷॴ ༗෺Ͱ͋Δ͜ͱΛࣔ͢ʮমҹʯΛԡ͢෩श͕͋ΔɻӳޠͷʮCSBOEʯʹ͸͜ͷʮমҹʯ ͱ͍͏ҙຯ͕͋ΓɺʮমҹΛ͚ͭΔʯ͜ͱΛҙຯ͢Δ CSBOES ͱ͍͏ݹϊϧυޠ͔Β ೿ੜͨ͠΋ͷͩͱݴΘΕ͍ͯΔɻ·ͨɺதੈϤʔϩούͷΪϧυࣾձͰ͸ੜ࢈ऀΛࣝ ผ͠ɺ৴༻ͷͨΊͷग़ॴදࣔͱͯ͠ͷ঎ඪΛٛ຿͚͍ͮͯͨɻ͜ͷΑ͏ʹϒϥϯυͱ ͸ݹདྷΑΓɺੜ࢈ऀ͕ଞͷੜ࢈ऀͷ੡඼ͱ۠ผ͢ΔͨΊͷखஈͰ͋ͬͨɻ ͔͠͠ɺমҹ͸୯ʹࣗ෼ͷॴ༗෺Ͱ͋Δ͜ͱΛࣔ͠ɺ·ͨதੈͷ঎ඪ͸ੜ࢈ऀΛࣝ ผ͢Δػೳ͚ͩΛ࣋ͭɻ͜ΕΒ͸ࠓ೔Ͱݴ͏ͱ͜Ζͷʮϒϥϯυʯͱ͸ผͷ΋ͷͰ͋ Δɻࠓ೔ͷʮϒϥϯυʯͱ͸ɺ୯ʹॴ༗ݖͷओு΍ੜ࢈ऀͷࣝผͷͨΊͷ΋ͷͰ͸ͳ ͘ɺڝ߹ͱͷࠩผԽΛਤΓফඅऀͷߪങܾఆʹӨڹΛ༩͑Δ͜ͱΛҙਤ͢Δ΋ͷͰ͋ Δɻ ݱ୅Ͱ͸ɺྲྀ௨ͷൃలʹΑΓফඅऀͷߪങબ୒ࢶ͸ඈ༂తʹ֦େ͕ͨ͠ɺಉ࣌ʹফ අऀ͕ߪങܾఆͷ͍͞ʹར༻Ͱ͖Δ৘ใ͕ඈ༂తʹ૿େͨ͠Θ͚Ͱ͸ͳ͘ɺߪങܾఆ ͸೉͘͠ͳͬͨɻͦͷͨΊɺফඅऀ͸ϒϥϯυ͕৴པͰ͖Δ΋ͷ͔Ͳ͏͔Ͱߪങܾఆ ͢Δ܏޲͕ڧ·Γɺϒϥϯυͷೝ஌ͱ͍͏໘Ͱ஍ํͷதখϝʔΧʔ͸େखͷϝʔΧʔ ʹଠ౛ଧͪͰ͖ͣɺ౫ଡ͞ΕΔ܏޲ʹ͋Δɻ ॴ༗ݖͷදࣔ ϒϥϯυػೳͷมભ ੜ࢈ऀͷࣝผ ڝ߹ͱͷࠩผԽ ์຀͢Δڇ΁ͷমҹ ΪϧυʹΑΔ౷੍ ঎ඪͷอޢ اۀʹΑΔϒϥϯυઓུ φγϣφϧϒϥϯυͷ੒ཱ ʮφγϣφϧϒϥϯυʯͱ͸57$.ͳͲͷશࠃن໛ͷ޿ࠂʹΑΓߴ͍஌໊౓Λ࣋ͪɺશࠃͲ͜Ͱ ΋खʹೖΕΔ͜ͱ͕Ͱ͖Δ΋ͷɻ
  10. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ϒϥϯυΛकΔ ϒϥϯυͱ͸ʁ ঎ඪɿ঎ඪొ࿥͢Δ͜ͱʹΑͬͯޮྗΛൃش͢Δɺࣗࣾͷ঎඼ɾαʔϏεͱଞࣾͷ ͦΕͱΛࣝผ͢ΔͨΊͷඪࣝɻ ঎߸ɿձࣾͷ໊শɻಉҰӦۀॴͰಉҰͷӦۀʹ͍ͭͯ͸ෳ਺ͷ঎߸Λ࣋ͭ͜ͱ͸Ͱ ͖ͳ͍ɻྨࣅ঎߸ͷن੍͸ݱࡏഇࢭ͞Ε͍ͯͯɺෆਖ਼ڝ૪๷ࢭ๏Λద༻͢Δɻ ҙঊɿσβΠϯͷ͜ͱɻҙঊొ࿥͢Δ͜ͱͰޮྗΛൃش͢Δɻ ϒϥϯυཁૉͷଟ͘͸๏཯Ͱอޢͷର৅ͱͳΓ͏Δɻ ϒϥϯυΛ؅ཧ͢ΔͨΊʹ͸ɺࣗࣾͷϒϥϯυཁૉ͕ ଞࣾʹΑͬͯෆਖ਼ʹར༻͞Ε͍ͯͳ͍͔Ͳ͏͔ɺৗʹ ؂ࢹ͢Δඞཁ͕͋Δɻ ঎ඪ ঎߸ ҙঊ ๏཯ ঎ඪ๏ ঎๏ɺ঎ۀొه๏ɺձࣾ ๏ ҙঊ๏ อޢͷର৅ ঎඼ɾαʔϏε ঎ਓͷ໊শ ৽نੑͱ૑࡞ੑ͕͋ ΓɺඒײΛىͤ͜͞ Δ֎؍Λ༗͢Δ෺඼ ͷܗঢ়ɾ໛༷ɾ৭࠼ ͷσβΠϯͷ૑࡞ ର৅ͷཁૉ จࣈɾه߸ɾਤܗɾཱମͱɺ ͜ΕΒͷ૊Έ߹Θͤ ೔ຊจࣈɺϩʔϚࣈɺΞ ϥϏΞจࣈɺҰ෦ͷه߸ ༗ޮظݶ ొ࿥͔Β೥ʢߋ৽͸Ӭଓʣ ొهҎ߱ظݶແ͠ ొ࿥͔Β೥ ͦͷଞ ઌग़ئओٛ Ұൠతʹ঎ඪΛ໌ه͢Δ͍͞ʹ࢖༻͞ΕΔه߸ʹ͸ɺäʢUSBEFNBSLʣɺ šʢSFHJTUFSFE USBEFNBSLʣͳͲ͋Δ͕ɺ೔ຊͷ๏཯ͰఆΊΒΕ͍ͯΔͷ͸ʮొ࿥ ঎ඪʯͱ͍͏දهͷΈͰ͋ΓɺʮäʯʮšʯͳͲ͸׳शͱͯ͠࢖༻͞Ε͍ͯΔɻࢪߦن ଇୈ৚ʹΑΕ͹ʮొ࿥঎ඪʯͱදࣔ͢ΔΑ͏౒Ίͳ͚Ε͹ͳΒͳ͍ͱఆΊΒΕ͍ͯ Δ͕ɺදࣔ͠ͳͯ͘΋േଇ͸ͳ͍ɻ·ͨɺݖར͕औಘ͞Ε͍ͯͳ໊͍শʹ š ͷදࣔΛ ෇͢ͱڏِදࣔʢୈ৚ʣͱ͞ΕΔ͓ͦΕ΋͋Δɻ اۀؒͷެਖ਼ͳڝ૪ͷ࣮ࢪΛ֬อ͢ΔͨΊෆਖ਼ڝ૪๷ࢭ๏͕ఆΊΒΕ͍ͯΔɻ ୅දతͳෆਖ਼ڝ૪ߦҝͷྨܕͱͯ࣍͠ͷΑ͏ͳ΋ͷ͕ڍ͛ΒΕΔɻ ɾप஌දࣔࠞಉऒىߦҝ ɾஶ໊දࣔ๯༻ߦҝ ɾ঎඼ܗଶ໛฿ߦҝ ɾݪ࢈஍౳ޡೝऒىߦҝ ɾ୅ཧਓ౳঎ඪແஅ࢖༻ߦҝ
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    ϒϥϯυͷ࢓૊Έ ϒϥϯυͷϝΧχζϜ ϒϥϯυΛ ૝ى ফඅऀ χʔζ͕ ൃੜ ίϯλΫτ ϒϥϯυཁૉ ϒϥϯυ࠶ೝ ϒϥϯυ࠶ੜ ϒϥϯυೝ஌ #SBOE3FDPHOJUJPO #SBOE3FDBMM #SBOE"XBSFOFTT #SBOE&MFNFOU
  15. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ϒϥϯυɾΠϝʔδͱ ϒϥϯυೝ஌ ϒϥϯυͷ࢓૊Έ ϒϥϯυΛ૝ى͢Δϓϩηε͸ҎԼͷ̎௨ΓͰઆ໌͞ΕΔ͜ͱ͕ଟ͍ɻ ɾϒϥϯυ࠶ೝ #SBOE3FDPHOJUJPO ɿϒϥϯυཁૉʹ઀͍ͨ͠͞ʹϒϥϯυΛࢥ͍ग़͢ ͜ͱɻ ɾϒϥϯυ࠶ੜ #SBOE3FDBMM ɿχʔζ͕ൃੜ͍ͨ͠͞ʹɺϒϥϯυΛࢥ͍ى͜͢͜ͱɻ ͲͪΒͷϓϩηεΛܦΔʹͯ͠΋ɺͦͷલఏͱͯ͠ফඅऀ͕ϒϥϯυʹର͢Δ஌ࣝΛ࣋ͬ ͍ͯΔ͜ͱ͕ඞਢͱͳΔɻ ϒϥϯυ࠶ೝͷ৔߹ ϒϥϯυཁૉʹ৮Εͨͱ͖ʹϒϥϯυΛ૝ى͢Δʹ͸ɺϒϥϯυʹର͢Δೝ஌͕͢Ͱʹ ͋ΓɺͦΕͱ઀ͨ͠ϒϥϯυཁૉͱͷؒͷؔ࿈ੑΛೝ͍ࣝͯ͠Δඞཁ͕͋Δɻ ϒϥϯυ࠶ੜͷ৔߹ ফඅऀͷ৺ͷதͰχʔζ͕ൃੜͨ͠ͱ͖ϒϥϯυΛࢥ͍ग़͢ʹ͸ɺχʔζ͕ੜ·Εͨͱ ͖ʹͦͷϒϥϯυΛ࿈૝͢Δඞཁ͕͋Δɻͭ·Γɺফඅऀͷ৺৅ʹ͓͍ͯχʔζͱϒϥϯ υʢ͜ͷ৔߹͸ɺϒϥϯυʹ݁ͼ͍͍ͭͯΔΠϝʔδ܈ɿϒϥϯυɾΠϝʔδ #SBOE *NBHF ʣ͕࿈͍݁ͯ͠Δඞཁ͕͋Δɻ ϒϥϯυͷઃܭʹ͓͍ͯɺҎԼͷ఺ʹ஫ҙ͢΂͖Ͱ͋Δɻ ɾͲͷΑ͏ͳϒϥϯυɾΠϝʔδΛ͍͔࣋ͨͤͨɿϒϥϯυɾΞΠσϯςΟςΟ #SBOE *EFOUJUZ  ɾফඅऀ͕ͦͷϒϥϯυ͔ΒͲͷΑ͏ͳ࿈૝ʢϒϥϯυ࿈૝ #SBOE "TTPDJBUJPO ʣΛ ͢Δ͔ʁ ɾظ଴͞ΕΔχʔζͱͲͷΑ͏ʹ࿈݁Ͱ͖Δ͔ʁ ɾ࿈૝͢ΔΠϝʔδ܈͔ΒχʔζͱϒϥϯυΛ݁ͿɺΩʔͱͳΔ֓೦͸Կ͔ʁ ɾڝ߹੡඼͸ͲͷΑ͏ͳϒϥϯυɾΠϝʔδΛ͔࣋ͭʁ ফඅऀ͸ϒϥϯυΛͲͷΑ͏ʹೝ஌͠هԱɾ૝ى͢Δ ͷͩΖ͏͔ɻ
  16. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ϒϥϯυͷ࢓૊Έ ϒϥϯυ࠶ೝΛى͜͢ʹ͸ɺϒϥϯυମݧΛ൓෮ͤ͞Δ͜ͱ͕Ͱ͖Ε͹ՄೳͰ͋Δ͕ɺ ϒϥϯυ࠶ੜΛ޲্ͤ͞Δʹ͸ʢΧςΰϦʔ಺ͰҰ൪ʹ૝ى͞ΕΔϒϥϯυͰͳ͍͔͗Γʣ ద੾ͳ੡඼ɾαʔϏεΧςΰϦʔ΍ߪങঢ়گɺফඅঢ়گͳͲͱهԱ಺Ͱ࿈૝͕݁ͼ͍ͭͯ ͍Δඞཁ͕͋ΔɻͦΕΒͷ࿈૝͸ʮχʔζʯ͕ൃੜ͠ʮߪങɾফඅʯ͢Δͱ͍͏ϓϩηε ͷ͔࣠ΒͣΕͯ͸ͳΒͳ͍ɻ ˞ΧςΰϦʔ಺ͰҰ൪ʹ૝ى͞ΕΔτοϓɾϒϥϯυͰ͸ɺϒϥϯυ࠶ೝͱϒϥϯυ࠶ੜͷ۠ผ͸͋·Γॏ ཁͰ͸ͳ͍͔΋͠Εͳ͍͕ɺଞΧςΰϦʔͷڝ߹ͱͷࠩผԽΛҙࣝ͢Δඞཁ͕͋Δɻ ͜ΕΒͷϒϥϯυ࠶ੜΛҾ͖ى͜͢ϒϥϯυ࿈૝ͷू·Γ͕ʮϒϥϯυɾΠϝʔδʯͱ ݺ͹ΕΔɻϒϥϯυɾϚωʔδϟʔʹͱͬͯɺ ফඅऀʹҙਤͨ͠௨ΓͷϒϥϯυɾΠϝʔ δʢϒϥϯυɾΞΠσϯςΟςΟͱͦͷফඅऀͷݸਓతͳମݧ΍Ձ஋؍͕࿈૝Ͱ݁ͼ͍ͭ ͨঢ়ଶʣ Λ࣋ͬͯ΋Β͏ͨΊʹίϯτϩʔϧͰ͖Δͷ͸ɺϒϥϯυཁૉͱϒϥϯυମݧͩ ͚Ͱ͋Δɻ ϒϥϯυͷλʔήοτͱͳΔফඅऀ͕ϒϥϯυΛ૝ى ͢Δͱ͖ɺ͜ͷϒϥϯυ͸ʮೝ஌ʯ͞Ε͍ͯΔͱݴ͑ ΔɻʮϒϥϯυΛೝ஌͢Δʯʢ#SBOE "XBSFOFTTʣ ͱ͍͏ঢ়ଶ͸ϒϥϯυ࠶ೝʢ#SBOE 3FDPHOJUJPOʣͱ ϒϥϯυ࠶ੜʢ#SBOE 3FDBMMʣͰܗ੒͞ΕΔ͜ͱΛֶ ΜͰ͖ͨɻ ϒϥϯυೝ஌ͷϓϩηε ϒϥϯυΛ ૝ى ফඅऀ χʔζ͕ ൃੜ ίϯλΫτ ϒϥϯυཁૉ ϒϥϯυ࠶ೝ ϒϥϯυ࠶ੜ ϒϥϯυೝ஌ #SBOE3FDPHOJUJPO #SBOE3FDBMM #SBOE"XBSFOFTT #SBOE&MFNFOU
  17. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ϒϥϯυͷ࢓૊Έ Ұൠʹϒϥϯυ࿈૝ͷڧ͞Λ࡞Γग़͢ཁૉͱͯ͠ɺ࣍ͷΑ͏ͳ΋ͷ͕ڍ͛ΒΕΔɻ ϒϥϯυΛઃܭ͢Δ͏͑Ͱॏཁͳͷ͸ɺϒϥϯυɺχʔ ζɺϙδςΟϒͳΠϝʔδɾϑΟʔϦϯάͷؒͰڧ͍ ࿈૝ͷ݁ͼ͖ͭΛੜΈग़͢͜ͱͰ͋Δ͕ɺͰ͸࿈૝Λ ڧΊΔʹ͸Ͳ͏͢Ε͹ྑ͍ͷͩΖ͏͔ʁ ࿈૝ͷڧ͞ ୯७઀৮ޮՌʢ.FSF&YQPTVSF&⒎FDUʣ ࠷ॳʹฉ͍ͨͱ͖͸ʮೋ౓ͱฉ͖ͨ͘ͳ͍ʯͱࢥͬͨۂͰ΋ɺίϯϏχͳͲͰԿ౓΋ࣖʹ͢Δ͏ͪʹɺ஌Βͣͱޱ ͣ͞ΉΑ͏ʹͳΓʮݏ͍ͩʯͱ͍͏ؾ࣋ͪ΋ͳ͘ͳΔɺͱ͍͏ܦݧ͸ɺଟ͘ͷਓ͕ମݧ͍ͯ͠Δ͜ͱͩͱࢥ͏ɻ ͜ͷΑ͏ʹɺԿ౓΋઀͢Δ͜ͱͰ޷ײ͕૿͍ͯ͘͜͠ͱΛʮ୯७઀৮ޮՌʯͱݺͿɻ ୯७઀৮ޮՌ͸৽੡඼ɾ৽ناۀͷ৔߹ʹ༗ޮͰ͋Δɻͦͷ৔߹ɺԿ౓΋܁Γฦ͠ϒϥϯυମݧΛఏڙ͢Δ͜ͱ͸ ϒϥϯυ࠶ೝΛߴΊΔͷʹ࣮֬ʹޮՌ͕͋Δɻ͔͠͠ҰํɺϝσΟΞ΁ͷ࿐ग़͕ଟ͍اۀ΄ͲධՁ΋௿͍܏޲͕͋ Δͱ͍͏ௐࠪ΋͋ΔΑ͏ʹɺطଘ੡඼ɾطଘاۀͷ৔߹͸઀৮͢Δճ਺͕ଟ͍ͱ͍͏͜ͱ͕ྑ͍݁ՌΛੜΈग़͢ͱ ͸ݶΒͳ͍ɻ ୯७ʹ઀৮ճ਺ͷଟ͍͜ͱ͕݁Ռతʹଟ༷ͳϒϥϯυΠϝʔδͷ࿈૝ΛੜΜͰ͠·͍ɺ޷ѱ྆ํͷײ ৘ΛੜΈग़͠ɺҙਤ͠ͳ͍݁ՌʹࢸΔ͜ͱ͕͋Δɻ ௚઀తͳϒϥϯυମݧ ϒϥϯυ৘ใͷؔ࿈ੑͱҰ؏ੑ ফඅऀʹͱͬͯؔ৺ͷ͋Δ৘ใɿʮॏཁʯͳ৘ใ΄ͲهԱ͞Ε΍͍͢ ઀৮ճ਺ ͪͳΈʹߪങܾఆʹࢸΔཁҼͷ͏ͪͰɺӨڹྗ͕େ͖͍΋ͷ͔Βॱʹฒ΂ΔͱԼهͷΑ ͏ʹͳΔɻ  աڈͷܦݧ  ޱίϛ΍ඇ঎ۀతͳ৘ใ  ޿ࠂ
  18. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ҎԼͷχʔζ͔Β࿈૝͢Δϒϥϯυ໊Λͻͱͭ͋͛ͯ ͍ͩ͘͞ɻ·ͨɺͲ͏͍͏࿈૝Ͱͦͷϒϥϯυ໊Λ૝ ى͔ͨ͠΋ॻ͍͍ͯͩ͘͞ɻ ԋश ϒϥϯυͷ࢓૊Έ ೥ΛऔͬͨΒॅΈ͍ͨ֗ ࿈૝ ϒϥϯυ໊ ޴ׇ͕͍ͨ ࿈૝ ϒϥϯυ໊ ࢓ࣄͷർΕɾετϨεΛղফ͍ͨ͠ ࿈૝ ϒϥϯυ໊
  19. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ҎԼͷχʔζ͔Β࿈૝͢Δϒϥϯυ໊Λͻͱͭ͋͛ͯ ͍ͩ͘͞ɻ·ͨɺͲ͏͍͏࿈૝Ͱͦͷϒϥϯυ໊Λ૝ ى͔ͨ͠΋ॻ͍͍ͯͩ͘͞ɻ ԋश ϒϥϯυͷ࢓૊Έ ೥ΛऔͬͨΒॅΈ͍ͨ֗ ࿈૝ ϒϥϯυ໊ ޴ׇ͕͍ͨ ࿈૝ ϒϥϯυ໊ ࢓ࣄͷർΕɾετϨεΛղফ͍ͨ͠ ࿈૝ ϒϥϯυ໊
  20. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps Ϩΰ

      ҎԼͷϒϥϯυ໊͔Β࿈૝͢ΔΩʔϫʔυΛࣗ༝ʹ࿈ ૝ͯ͠ɺΩʔϫʔυؒΛ࿈͍݁ͯͩ͘͠͞ɻ ԋश ϒϥϯυͷ࢓૊Έ    ژ౎ ϋʔϨʔμϏο υιϯ ("1
  21. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ϒϥϯυͷ࢓૊Έ ϒϥϯυͱ͸ɺΩϟονίϐʔ΍ϩΰϚʔΫɺ͋Δ͍͸ϒϥϯυ໊ͦͷ΋ͷͰͳ͘ɺ ͦͷ঎඼͕ఏڙ͢ΔՁ஋ɺ༷ʑͳϒϥϯυΛߏ੒͢Δཁૉʢϒϥϯυཁૉʣ΍ϒϥϯυ ͱͷίϯλΫτମݧͱ͕ෳ߹తʹ݁ͼ͍ͭͯɺফඅऀͷ৺ͷதͰ࡞Γ্͛ΒΕΔ৺৅Ͱ ͋Δɻ ϒϥϯυཁૉͷओͳػೳ͸ʮଞͷ঎඼ͱ۠ผ͢ΔखஈʯͰ͋Γɺϩΰ΍Ωϟονί ϐʔͳͲ༷ʑͳཁૉ͕͋Δ͕ɺॏཁͳͷ͸ɺͦΕΒͷཁૉ͕Ұ؏ͨ͠ϒϥϯυɾΠϝʔ δΛ༩͑Δ͜ͱ͕Ͱ͖ΔΑ͏ʹઃܭɾ؅ཧ͢Δ͜ͱͰ͋Δɻ ·ͨ͜ΕΒͷओཁͳϒϥϯυཁૉҎ֎ʹ΋ɺސ٬͕ମݧ͢Δϒϥϯυମݧ #SBOE &YQFSJFODF ʢϒϥϯυͱͷίϯλΫτͷूੵʣ΋ϒϥϯυɾϚωʔδϝϯτΛߟ͑Δ ্Ͱ͔ܽͤͳ͍ཁૉͷͻͱͭͰ͋Δɻ ʮϒϥϯυʯͱ͍͏ݴ༿Λฉ͍ͯҰൠతʹ࿈૝͞ΕΔ ͷ͸ϒϥϯυɾϩΰͰ͋Δ͕ɺϩΰ͸ϒϥϯυͦͷ΋ ͷͰ͸ͳ͘ϒϥϯυͷ̍ཁૉͰ͋Δɻ ʢ໨ཱͭϒϥϯυཁૉΛഉআ͢Δ͜ͱͰࠩผԽ͢Δʮϊϯϒϥϯ υઓུʯ΋ϒϥϯυઓུͷͻͱͭͱݴ͑Δʣ ͜ͷΑ͏ʹɺϒϥϯυͱϒϥϯυཁૉΛࠞಉ͢Δ͜ͱ ͕Α͋͘ΔͷͰ஫ҙ͕ඞཁͩɻ ϒϥϯυͷཁૉ ϒϥϯυ ମݧ ϒϥϯυɾ Πϝʔδ ʢϒϥϯυ࿈૝ ͷମܥʣ ফඅऀ ϒϥϯυཁૉ ྫ ໊લʢϒϥϯυωʔϜʣ γϟωϧ ϩΰɾϚʔΫɾ঎ඪ ΩϢʔϐʔ Ωϟονίϐʔ Πϯςϧ ೖͬͯΔ ύοέʔδ ίΧίʔϥ ΩϟϥΫλʔ ϛοΩʔϚ΢ε ৭ ϚΫυφϧυ δϯάϧɾԻָ ೔ཱ ೏͍ ΞόΫϩళฮ υϝΠϯ LBLBLVDPN ϒϥϯυɾ ΞΠσϯςΟςΟ اۀ Ͳ͏ࢥͬͯ΄͍͔͠ Ͳ͏ࢥ͍ͬͯΔ͔
  22. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ϒϥϯυͷ࢓૊Έ ϒϥϯυཁૉΛઃܭ͢Δ͍͞͸ɺҎԼͷ఺ʹ஫ҙ͢Δɻ ϒϥϯυͷཁૉͷઃܭ هԱՄೳͰ͋Δ͜ͱ ҙຯ͕๛෋Ͱ͋Δ͜ͱ ɿ੡඼ΧςΰϦʔͷੑ࣭΍ϒϥϯυݻ༗ͷଐੑɺϕωϑΟοτɺύʔιφϦςΟ ௕ظతʹద༻ՄೳͰॊೈͰ͋Δ͜ͱ ๏཯Ͱอޢ͕ՄೳͰ͋Δ͜ͱ ·ͨɺࠃࡍతͳϒϥϯυΛߏங͢Δ͍͞ʹ͸ҎԼͷ఺ʹ΋ཹҙ͢Δɻ ҠసՄೳͰ͋Δ͜ͱ ɿଞͷࠃɾจԽݍͰ΋௨༻͢Δɻଞͷ੡඼ʹస༻ՄೳͰ͋Δ
  23. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ਎ۙͳ঎඼Λ୊ࡐʹɺͦͷ঎඼ʹؚ·ΕΔϒϥϯυཁ ૉΛϦετΞοϓ͍ͯͩ͘͠͞ɻ ԋश ϒϥϯυͷ࢓૊Έ ؈ҿྉ ࣗಈं ༸෰ ελʔόοΫε ঎඼໊ ϒϥϯυཁૉ
  24. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ਎ۙʹ͋ΔϒϥϯυͷϒϥϯυཁૉΛҎԼͷࢹ఺͔Β ධՁ͍ͯͩ͘͠͞ɻ ɾهԱՄೳͰ͋Δ͜ͱ ɾҙຯ͕๛෋Ͱ͋Δ͜ͱ ɾ௕ظతʹద༻ՄೳͰॊೈͰ͋Δ͜ͱ ɾ๏཯Ͱอޢ͕ՄೳͰ͋Δ͜ͱ ɾ֤ϒϥϯυཁૉͷؒʹҰ؏ੑ͕͋Γɺ૬৐ޮՌΛظ ଴Ͱ͖Δ͜ͱ ɾҠసՄೳͰ͋Δ͜ͱ ԋश ϒϥϯυͷ࢓૊Έ
  25. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ফඅऀͷϝϦοτ ϒϥϯυͷॏཁੑ ফඅऀͷϝϦοτ̍ɿ୳ࡧίετͷ௿ݮ ϒϥϯυͷ࠷΋جຊతͳػೳ͸ʮڝ߹ͱͷࣝผʯͰ͋Δɻফඅऀ͸ɺϒϥϯυʹͭ ͍ͯ͢Ͱʹ஌͍ͬͯΔ͜ͱ͔Βɺ஌Βͳ͍͜ͱΛԾఆͯ͠߹ཧతͳظ଴Λ๊͘͜ͱ͕ Ͱ͖Δɻ ফඅऀ͸ϒϥϯυΛೝࣝ͢Δ͜ͱͰ໨౰ͯͷ঎඼Λૉૣ͘୳͢͜ͱ͕Ͱ͖Δ Α͏ʹͳΔɻ͜ͷ৴པؔ܎͕੒ཱ͢Δʹ͸ɺϒϥϯυ͕อূ͍ͯ͠Δ඼࣭ʢϒϥϯυɾ ϓϩϛεʣ͕ୡ੒͞Ε͍ͯΔ͜ͱ͕҉໧ͷલఏͱͳΔɻ ফඅऀͷϝϦοτ̎ɿϦεΫճආ ͞Βʹ͸ɺͦ΋ͦ΋ͦͷʮ໨౰ͯͷ঎඼ʯΛܾఆ͢Δ͍͞ʹɺ͢Ͱʹ৴པ͕͓͚Δ ͱ෼͔͍ͬͯΔϒϥϯυͷ঎඼Λબ୒͢Δ͜ͱͰɺߪೖҎલʹ඼࣭΍खʹೖΕΔ͜ͱ ͕Ͱ͖ΔՁ஋ʹ͍ͭͯ͋Δఔ౓ͷอূ͕ಘΒΕΔɻফඅऀ͸ϒϥϯυΛར༻͢Δ͜ͱ ͰɺԼਤͷΑ͏ʹ༷ʑͳϦεΫΛ௿ݮ͢Δ͜ͱ͕Ͱ͖Δɻ ͜͜·Ͱͷઆ໌Ͱ৮Ε͖ͯͨΑ͏ʹɺϒϥϯυ͸ফඅ ऀͷ৺ͷதͰ੡඼ɾαʔϏε͕ͲͷΑ͏ͳҐஔΛ઎Ί Δͷ͔ʹӨڹ͠ɺͻ͍ͯ͸ফඅऀͷߪങߦಈͷҙࢥܾ ఆʹ͓͍ͯॏཁͳ໾ׂΛՌͨ͢ɻͰ͸ɺϒϥϯυΛҙ ࣝ͢Δ͜ͱͰফඅऀʹͱͬͯ͸ͲͷΑ͏ͳརӹ͕͋Δ ͷͩΖ͏͔ɻ ػೳతϦεΫ ߪೖͨ͠঎඼͕ɺߪೖऀ͕ظ଴ͨ͠ػೳΛՌͨ͞ͳ͍ɻ ਎ମతϦεΫ ߪೖͨ͠঎඼͕ɺ࢖༻ऀ΍पғͷਓʑͷ݈߁΍਎ମʹة֐ΛՃ͑Δɻ ۚમతϦεΫ ߪೖͨ͠঎඼ͷఏڙ͢ΔՁ஋͕ɺࢧ෷ͬͨՁ֨ʹݟ߹Θͳ͍ɻ ࣾձతϦεΫ ߪೖͨ͠঎඼͕ɺࣾձతͳ໎࿭Λ΋ͨΒ͢ɻ ৺ཧతϦεΫ ߪೖͨ͠঎඼͕ɺ࢖༻ऀͷਫ਼ਆɾ৺ཧʹѱӨڹΛٴ΅͢ɻ ࣌ؒతϦεΫ બ୒ͷࣦഊͳͲʹΑΓɺଞ঎඼Λ୳ࡧ͢Δͱ͍͏ػձඅ༻͕ൃੜ͢Δɻ έϏϯɾϨʔϯɾέϥʔʮઓུతϒϥϯυɾϚωδϝϯτʯ ߪങߦಈʹ͓͚ΔফඅऀͷϦεΫ
  26. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ϒϥϯυͷॏཁੑ ফඅऀͷϝϦοτ̏ɿՁ஋ͷ֫ಘ ϒϥϯυ͔Βফඅऀ͕खʹ͢ΔՁ஋ʹ͸ɺ੡඼ͷجຊతͳػೳͰ͋Δ෺ཧ తɾػೳతՁ஋ʢ੡඼ɾαʔϏεͦͷ΋ͷ͕࣋ͭՁ஋ʣɺ޿ࠂɾσβΠϯΛ ؚΊͨ੡඼ʹ෇Ճ͞Ε͍ͯΔ৘ใ΍ίετɺརศੑͳͲ੡඼Ҏ֎ͷՁ஋Ͱ͋ Δ৘ॹతɾײ֮తՁ஋͕͋Γɺ༷ʑͳϨϕϧͰࠩผԽΛਤΔඞཁ͕͋Δɻ  Ձ஋ͷ෼ྨ͸ݚڀऀʹΑΓɺ༷ʑͰ͋Δɻ ʢྫʣ ɾΞʔΧʔɿػೳతศӹɼ৘ॹతศӹɼࣗݾදݱతศӹ ɾ࿨ాɿجຊՁ஋ɼศٓՁ஋ɼײ֮Ձ஋ɼ؍೦Ձ஋ ɾ௕࡚ɿ෺ཧతՁ஋ʢอޢతػೳɺऔΓѻ͍རศػೳɺ৘ใఏڙػೳʣɺਫ਼ਆతՁ஋ʢ৘ ॹతػೳɺҙຯ෇͚ػೳʣ Ͳͷ෼ྨ͕ਖ਼͍͔͕͠໰୊ͳͷͰ͸ͳ͘ɺফඅऀʹͱͬͯػೳ΍඼࣭͚͕ͩՁ஋Λ࣋ͬͯ ͍ΔͷͰ͸ͳ͍ɺͱ͍͏ೝ͕ࣝॏཁͰ͋Δ ෺ཧతՁ஋ ػೳతՁ஋ ঎඼͕ఏڙ͢ΔՁ஋ ৘ॹతՁ஋ ײ֮తՁ஋ ੡඼͔Βมߋɾ࡟আ͢Δͱɺ ੡඼ͦͷ΋ͷͷػೳʹӨڹ͕ ͋Δ΋ͷʢྫɹ૟আػͷٵҾʣ ੡඼͔Βมߋɾ࡟আͯ͠΋ɺ ੡඼ͦͷ΋ͷͷػೳʹӨڹ͕ ͳ͍΋ͷʢྫɹ૟আػͷ৭ʣ ফඅऀͷϝϦοτ̐ɿࣗݾΠϝʔδ΁ͷ౤Ө ফඅऀ͸ɺϒϥϯυΛߪೖɾ࢖༻͢Δ͜ͱͰɺࣗ෼ࣗ਎ʹϒϥϯυͷΩϟ ϥΫλʔΛॏͶ߹ΘͤΔ͜ͱ͕Ͱ͖Δɻ ফඅऀ͕ϒϥϯυɾΠϝʔδΛࣗ ݾʹ౤Ө͢Δ͜ͱ͸ɺपลՁ஋͋Δ͍͸৘ॹతՁ஋ͱݴ͑ΔɻμχΤϧɾ ϒʔΞεςΟϯʹΑΕ͹ɺϒϥϯυ͸ʰ༑Ѫձɺफڭஂମɺͦͯ͠αʔϏ ε૊৫͕Ռ͍ͨͯͨ͠ػೳΛՌͨ͢ɻ͢ͳΘͪɺਓʑ͕ࣗ෼͸୭Ͱ͋Δ͔ Λఆٛ͠ɺͦͷఆٛΛଞऀʹ఻ୡ͢ΔͷΛॿ͚Δʱɻݴ͍׵͑Ε͹ɺϒϥ ϯυ͸ফඅऀ͕ࣗ෼ͷॴଐ͢Δ४ڌूஂΛܾఆɾએݴ͢Δ໾ׂΛՌͨ͢ɻ ϒϥϯυ͕͜ͷ໾ׂΛՌͨͨ͢Ίʹ͸ɺϒϥϯυࣗ਎ͷΩϟϥΫλʔ ʢϒϥϯυɾύʔιφϦςΟʣ͕໌֬Ͱڝ߹ͱࠩผԽͰ͖͍ͯΔඞཁ͕͋ Δɻ
  27. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    اۀͷϝϦοτ ϒϥϯυͷॏཁੑ اۀͷϝϦοτɿࣝผ ϒϥϯυ͸ɺ੡඼ͷऔΓѻ͍ͱ௥੻ௐࠪΛ༰қʹ͢Δɻ اۀͷϝϦοτɿଞࣾ੡඼ͱͷࠩผԽ ੡඼ʹݻ༗ͷ࿈૝ͱҙຯ෇͚Λ͢Δ͜ͱͰɺଞࣾ੡඼ͱػೳɾ඼࣭Ҏ֎ͷ෦෼ʹ͓͍ ͯࠩผԽ͢Δ͜ͱ͕Ͱ͖Δɻ ϒϥϯυʹΑΔࠩผԽ͕੒ޭ͢Ε͹ɺ ຬ଍ͨ͠ސ٬͕࠶ߪങ͢Δͷ͕༰қʹͳΔ धཁ༧ଌͷਫ਼౓͕Ξοϓ͢Δ اۀͷϝϦοτɿ෇ՃՁ஋ΛߴΊΔ ࠩผԽʹ੒ޭ͠ɺϒϥϯυΛ෇ՃՁ஋ͱ͢Δ͜ͱ͕Ͱ͖Ε͹ɺϓϨϛΞϜՁ֨ʢརӹ ͷ෯͕େ͖͍ʣͰͷൢച͕ՄೳʹͳΔɻ اۀͷϝϦοτɿ๏తอޢΛड͚ΒΕΔ ɾϒϥϯυ໊ɿ঎ඪݖ ɾ੡଄ϓϩηεɿಛڐݖ ɾύοέʔδσβΠϯɿҙঊݖ ɾϓϩϞʔγϣϯͷίϯςϯπɿஶ࡞ݖ ͳͲ ҰํɺاۀଆʹͱͬͯΈΕ͹ɺڧ͍ϒϥϯυΛߏங͢ Δ͜ͱʹ੒ޭ͢Ε͹ϚʔέςΟϯάͷޮ཰͕ඈ༂తʹ ޲্͢Δ͜ͱʹͳΓɺ͞Βʹϒϥϯυཁૉͷଟ͘͸๏ తʹอޢ͞ΕΔର৅ʹͳΔͨΊɺࢀೖোนΛங͘͜ͱ ͕ՄೳʹͳΔɻ·ͨɺϒϥϯυ͸ࢿ࢈ͱͯ͠ධՁ͞Ε ചങͷର৅ͱͳΓ͏Δɻ
  28. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    اۀ׆ಈʹ͓͍ͯϒϥϯυ͕ͳͥॏཁͳͷ͔ɺফඅऀ ͷࢹ఺ͱاۀͷࢹ఺ͷ྆ํΛؚΊͯઆ໌͍ͯͩ͘͠͞ɻ ԋश ϒϥϯυͷ࢓૊Έ
  29. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ϒϥϯυͱͯ͠ͷ৚݅Λຬͨ͢΋ͷͱɺͦ͏Ͱͳ͍΋ ͷͷҧ͍Λड़΂͍ͯͩ͘͞ɻ ԋश ϒϥϯυͷ࢓૊Έ
  30. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ͋ͳͨͷݸਓతͳߪങߦಈʹ͓͍ͯɺϒϥϯυ͕Ͳͷ Α͏ʹӨڹ͍ͯ͠Δͷ͔෼ੳ͍ͯͩ͘͠͞ɻ ϒϥϯυͱϊϯϒϥϯυͷ;ͨͭͷڝ߹͕ߪങީิʹ ڍ͕͍ͬͯΔͱ͖ɺߪങܾఆʹϒϥϯυ͕ͲͷΑ͏ʹ Өڹ͍ͯ͠Δ͔ʁɹ ϓϩϞʔγϣϯ͚ͩͰ͸ͳ͘ʮϒ ϥϯυମݧʯʮϒϥϯυ࿈૝ʯͷӨڹΛߟ͑ͯͩ͘͞ ͍ɻ ԋश ϒϥϯυͷ࢓૊Έ
  31. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ϒϥϯυɾόϦϡʔ ϒϥϯυɾόϦϡʔͱ͸ʁ ʮϒϥϯυɾόϦϡʔʢ#SBOE7BMVFʣʯͱ͸ ϒϥϯυ͕ଧͪग़͢Ձ஋ͷ͜ͱͰ͋ΓɺফඅऀͷΈͳΒͣɺاۀͷ͢΂ͯεςʔΫ ϗϧμʔʢैۀһɺऔҾઌɺফඅऀɺࣾձͳͲؔΘΔશͯͷਓʣʹӨڹΛٴ΅͢ɻ͜ ͷՁ஋ΛߴΊΔ͜ͱ͕ϒϥϯυɾόϦϡʔઓུͷ໨తͱͳΔɻՁ஋ΛߴΊΔ͜ͱ͕ɺ εςʔΫϗϧμʔͷϒϥϯυɾϩΠϠϧςΟʢ#SBOE -PZBMUZʣΛߴΊΔ͜ͱʹܨ͕ Γɺ࣋ଓՄೳੑΛߴΊΔ͜ͱʹͭͳ͕Δɻ ʮϒϥϯυɾόϦϡʔʯ͸୯ʹͦͷϒϥϯυ͕ੜΈग़ ͢ചΓ্͚͛ͩΛҙຯ͢Δ΋ͷͰ͸ͳ͍ɻ ܧଓతͳϚΠϯυγΣΞΛߴΊΔͨΊͷ׆ಈͷ݁Ռɺ ϒϥϯυͷՁ஋ΛߴΊΔ͜ͱΛ໨తͱ͢Δɻ ϒϥϯυɾόϦϡʔΛߴΊΔ׆ಈ͸ܧଓతͳ׆ಈ ϒϥϯυɾόϦϡʔΛධՁ͢Δ ϒϥϯυɾόϦϡʔΛධՁ͢Δʹ͸ɺಠࣗʹࢦඪΛ࣋ͭඞཁ͕͋Δɻ ྫɿചΓ্͛ɺैۀһຬ଍౓ɺैۀһࡏ੶೥਺ɺདྷళස౓ɺސ٬ͷϥΠϑλΠϜό ϦϡʔɺͳͲͳͲ ˞ͲͷࢦඪʹॏΈΛஔ͔͘͸֤اۀͷ൑அʹΑΔɻ ˞ࢦඪ͸ܧଓੑ͕ॏཁͳͷͰɺಉ͡৚݅ͰࢦඪΛௐ͚ࠪͭͮ͠Δ͜ͱɻ
  32. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ϒϥϯυɾόϦϡʔεύΠϥϧ ϒϥϯυɾόϦϡʔͱ͸ʁ ϒϥϯυΛߏங͠ҡ࣋͢Δ׆ಈ͸ɺҰաੑͷ΋ͷͰ͸ ͳ͘ɺܧଓͯͦ͜͠ҙຯ͕͋Δɻ ϒϥϯυɾόϦϡʔઓུͷ1%$" 1MBO %P $IFDL "DUJPO ϒϥϯυɾόϦϡʔΛ૿େͤ͞ΔεύΠϥϧΠϝʔδ ϒϥϯυɾΞΠσϯςΟςΟ ফඅऀ ैۀһ ஍Ҭॅຽ εςʔΫϗϧμʔ ϒϥϯυɾόϦϡʔ ૿େ ϒϥϯυɾϩΠϠϧςΟ ϒϥϯυ࠶ੜ ϒϥϯυ࠶ೝ
  33. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ϒϥϯυߏஙΠϝʔδ ϒϥϯυͷߏங ϒϥϯυɾΞΠσϯςΟςΟ ফඅऀ χʔζ͕ ൃੜ ϒϥϯυମݧ ϒϥϯυཁૉ ϒϥϯυ࠶ೝ ϒϥϯυ࠶ੜ ϒϥϯυೝ஌ #SBOE3FDPHOJUJPO #SBOE3FDBMM #SBOE&MFNFOU Ͳ͏ࢥͬͯ΄͍͔͠ اۀ ϒϥϯυɾ Πϝʔδ Ͳ͏ࢥ͍ͬͯΔ͔ ࿈૝ ͜Ε஌ͬͯΔʂ ͜ͷχʔζʹ͸ ͜ͷϒϥϯυʂ ͚ͩ͜͜ίϯτϩʔϧՄೳ
  34. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ϒϥϯυߏஙͷ໨త ϒϥϯυͷߏங ɹϒϥϯυɾΞΠσϯςΟςΟʔͷܾఆ ɾސ٬͸୭͔ʁ ɾ঎඼ʗαʔϏε͸ͳʹ͔ʁʢࠩผԽͰ͖ΔϙΠϯτ͸ʁʣ ɾސ٬ͷͲΜͳχʔζ͔Βϒϥϯυ࠶ੜΛى͍͔ͨ͜͠ʁ ɾސ٬ͷ৺ͷதͰɺͲͷΑ͏ͳϙδγϣϯΛ֬อ͍͔ͨ͠ʁ ϒϥϯυɾΞΠσϯςΟςΟͱ͸ɺϒϥϯυʹͲͷΑ͏ͳϒϥϯυɾΠϝʔδΛ͍͔࣋ͨͤͨɺͭ· Γɺސ٬ʹͲͷΑ͏ͳϒϥϯυ࿈૝Λ๊͍ͯ΄͍͠ͷ͔Λҙຯ͢Δɻސ٬͸ϒϥϯυཁૉʹ઀ͨ͠ͱ ͖ɺͳΜΒ͔ͷΠϝʔδΛ࿈૝͢Δʢϒϥϯυ࿈૝ʣɻͦͷ࿈૝ͷମܥશମ͕ϒϥϯυɾΠϝʔδͰ ͋ΓɺϒϥϯυɾΞΠσϯςΟςΟ͸ɺͲͷΑ͏ͳϒϥϯυɾΠϝʔδΛૌٻ͢Δ͔Λ୺తʹදݱ͠ ͨ΋ͷͱͳΔɻͦ͜ʹ͸ϒϥϯυͷ༏Ґੑɾ།Ұੑɺͦͯ͠ސ٬͕ड͚औΔՁ஋ؚ͕·Ε͍ͯͳ͚Ε ͹ͳΒͳ͍ɻ ɹϒϥϯυཁૉͷઃܭ ɾސ٬͸ͲͷΑ͏ͳϒϥϯυମݧΛ͢Δͷ͔ʁ ɾϒϥϯυཁૉ͸Ͳ͏͋Δ΂͖͔ʁ ϒϥϯυɾΞΠσϯςΟςΟΛ࡞੒ͨ͠Βɺͦͷޙʹ࡞੒͢Δϒϥϯυཁૉ͸͜ͷϒϥϯυɾΞΠσ ϯςΟςΟͱҰ؏ͨ͠΋ͷͰͳ͚Ε͹ͳΒͳ͍ɻ·ͨɺ༷ʑͳϚʔέςΟϯάπʔϧΛར༻͢Δ͜ͱ ʹͳΔ͕ɺͦΕΒʹ͸ϒϥϯυཁૉΛؚ·ͳ͚Ε͹ͳΒͳ͍ɻ ɹ1%$"αΠΫϧͷ࣮ࢪ ɾͲ͏΍ͬͯϒϥϯυɾόϦϡʔΛ૿େͤ͞Δ͔ʁ ɾϒϥϯυཁૉʗϒϥϯυମݧͷϒϥογϡΞοϓ ϒϥϯυΛߏங͢Δ໨త͸ɺʮϒϥϯυ࠶ੜʯΛى͜ ͢ঢ়گΛߏங͠ɺ࣋ଓՄೳͳࣄۀߏங͢Δ͜ͱͰ͋Δɻ ϒϥϯυߏஙͷ͍͞ʹɺاۀଆ੍͕ޚՄೳͰ͋Δͷ͸ ʮϒϥϯυɾΞΠσϯςΟςΟʯͱʮϒϥϯυཁૉʯ ͷΈͰ͋ΔͨΊɺͦΕΒΛద੾ʹઃܭ͢Δ͜ͱ͕ॏཁ ʹͳΔɻ
  35. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ϚʔέςΟϯάͷجૅ஌ࣝ ϒϥϯυͷߏங ϒϥϯυߏஙͷεςοϓΛཧղ͢ΔͨΊʹ͸ϚʔέςΟ ϯάͷ஌ࣝ΋ඞཁʹͳΔɻ͜͜Ͱ͸ɺߏஙεςοϓΛ ࣮ࢪ͢ΔͨΊʹ࠷௿ݶඞཁͳ৘ใʹ͍ͭͯઆ໌͢Δɻ ϚʔέςΟϯάͱ͸୯ʹ޿ࠂ΍ࢢ৔ௐࠪɾൢചଅਐͷ͜ͱͰ͸ͳ͘ɺʮചΕΔ࢓૊ ΈʯΛ࡞Δ׆ಈ͢΂ͯͷ͜ͱͰ͋Δɻͭ·Γɺސ٬ͷχʔζΛ೺Ѳ͠ɺຬ଍౓ΛߴΊ ͯɺ࠶ߪങΛଅ͢࢓૊ΈΛҙਤతʹ࡞Δ͜ͱͰ͋Δɻ ϚʔέςΟϯάͱ͸ɺ੡඼ͱՁ஋ΛੜΈग़ͯ͠ଞऀͱަ׵͢Δ͜ͱʹΑͬ ͯɺݸਓ΍ஂମ͕ඞཁͳ΋ͷ΍ཉ͍͠΋ͷΛखʹೖΕΔͨΊʹར༻͢Δࣾձ ্ɾܦӦ্ͷϓϩηεͰ͋Δɻ ϑΟϦοϓɾίτϥʔʹΑΔϚʔέςΟϯάͷఆٛ ϚʔέςΟϯά׆ಈʹ͸ɺސ٬ͱ઀͢Δ͢΂ͯͷ׆ಈΛؚΉɻاۀʹͱͬͯɺސ٬ ͸ԼਤͷΑ͏ͳϓϩηεͰ੒௕͍ͯ͘͠ɻϚʔέςΟϯάͷର৅ͱͳΔফඅऀ͕ɺͲ ͷஈ֊ʹ͍Δͷ͔ʢݟࠐΈ٬͔ʁސ٬͔ʁʣʹΑͬͯɺΞϓϩʔν͕ҟͳΔɻ ফඅऀ ݟࠐΈ٬ ސ٬ Ϧϐʔλʔ ϚʔέςΟϯάͷ໨త͸࣍ͷΑ͏ͳࣜͰද͢͜ͱ͕Ͱ͖Δɻ ϚʔέςΟϯάͷ໨తɹɹސ٬ੜ֔Ձ஋ɹYɹސ٬਺ ސ٬ੜ֔Ձ஋ͱ͸ɺސ٬͕͋Δ੡඼ɾαʔϏε͋Δ͍͸اۀʹରͯ͠ɺؔ܎͕͋Δ ؒʹࢧ෷͏ֹۚͷ߹ܭͰ͋Δɻ࠶ߪങͷػձ͕૿͑ͨΓɺߪങ୯Ձ্͕͕ͬͨΓɺސ ٬Ͱ͋Δظ͕ؒԆͼΔ͜ͱͰɺސ٬ੜ֔Ձ஋΋޲্͍ͯ͘͠ɻ ސ٬ੜ֔Ձ஋ΛߴΊΔ ސ٬֫ಘ ݻఆ٬Խ
  36. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ϚʔέςΟϯάͷྲྀΕ ϒϥϯυͷߏங جຊతͳϚʔέςΟϯάͷྲྀΕ͸࣍ͷΑ͏ʹͳΔɻ  ؀ڥ෼ੳͱࢢ৔ػձͷൃݟ धཁ༧ଌɺސ٬χʔζͷ೺Ѳɺ$෼ੳ $෼ੳͰ͸ɺਤͷΑ͏ʹސ٬χʔζΛຬͨ͠ɺ͔ͭڝ߹ଞ͕ࣾࢀೖͰ͖ͳ͍ྖҬΛ ୳Δɻ ސ٬ʢ$VTUPNFS ࣗࣾʢ$PNQBOZ ڝ߹ଞࣾʢ$PNQFUJUPS  ࢢ৔ࡉ෼Խ 451ϚʔέςΟϯά˞࣍ϖʔδࢀর  ϚʔέςΟϯάܭը ɾ໨ඪͷ࡞੒ ɾ1$ͳͲΛ࢖༻ͯ͠ϚʔέςΟϯάϛοΫεΛݕ౼ ɾ࣮ߦܭըͷ࡞੒  ࣮ߦ  ݁Ռͷ෼ੳ
  37. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    451ϚʔέςΟϯά ϒϥϯυͷߏங ͋Δ੡඼ɾαʔϏεΛࢢ৔ʹૹΓग़͍͢͞ɺ࠷ॳʹݟ ࠐΈ٬Λબఆ͠ͳ͚Ε͹ͳΒͳ͍ɻͭ·Γɺ͢΂ͯͷ ফඅऀͷ͔ؒΒɺͦͷ੡඼ɾαʔϏεΛങ͏ʮݟࠐΈʯ ͕͋Δ૚Λநग़͢Δɻ͜ͷબఆͷ͜ͱΛηάϝϯςʔ γϣϯɺλʔήςΟϯάͱݺͿɻ ϚʔέςΟϯάʹ͸ɺ༷ʑͳཧ࿦΍ํ๏࿦͕͋Δ͕ɺ΋ͬͱ΋୅දతͳख๏͕ɺϑΟ Ϧοϓɾίτϥʔ͕ఏএͨ͠451ʢηάϝϯςʔγϣϯɺ λʔήςΟϯάɺϙδγϣ χϯάʣϚʔέςΟϯάͰ͋Δɻ 451ϚʔέςΟϯά͸ɺϚʔέςΟϯάͷॳظஈ֊ʹ͓͍ͯɺ ɾ୭ʹରͯ͠ ɾͲͷΑ͏ͳՁ஋Λఏڙ͢Δ͔ Λ໌֬ʹ͢ΔͨΊͷख๏Ͱ͋ΓɺҎԼͷखॱͰߦ͏ɻ  ηάϝϯςʔγϣϯ 4FHNFOUBUJPO ʢηάϝϯτԽʣɿࢢ৔ࡉ෼Խ ࢢ৔Λ͋Δج४Ͱ෼ׂɾάϧʔϓʢηάϝϯτʣԽ͢Δɻ೥ྸɺੑผɺډॅ஍ͳͲ ෼ׂ͢Δج४͸༷ʑͰ͋Δɻ  λʔήςΟϯά 5BSHFUJOH ʢλʔήοτબఆʣ ηάϝϯςʔγϣϯ͞Εͨάϧʔϓʢηάϝϯτʣ͔Βɺඪతͱ͢΂͖ࢢ৔Λબఆ ͢Δɻ ʮফඅऀʯͷத͔ΒʮݟࠐΈ٬ʯΛબఆ͢Δͱ͍͏͜ͱɻ  ϙδγϣχϯά 1PTJUJPOJOH  ඪతͱ͢Δࢢ৔ʢݟࠐΈ٬ʣͷ৺ͷதͰɺͲͷΑ͏ͳϙδγϣϯΛ઎Ί͍ͨͷ͔Λ ܾΊΔɻސ٬χʔζͱఏڙͰ͖ΔՁ஋ɺࠩผԽͰ͖ΔϙΠϯτʢಠࣗੑʣΛߟྀ͢Δɻ ͜ͷͱ͖ɺϙδγϣχϯάϚοϓΛ࡞੒͠ɺϏδϡΞϧԽ͢Δ͜ͱ͕ଟ͍ɻ ࢢ৔ ηάϝϯςʔγϣϯ λʔήςΟϯά λʔήοτ ༷ʑͳ৚݅Ͱ܁Γฦ͢
  38. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ϚʔέςΟϯάϛοΫε ϒϥϯυͷߏங ϚʔέςΟϯάϛοΫεͱͯ͠͸ɺδΣϩʔϜɾϚοΧʔγʔ͕ఏএͨ͠1͕༗໊ Ͱ͋Δɻ ɾ1SPEVDUʢ੡඼ʣɿ੡඼ɺαʔϏεɺ඼࣭ɺύοέʔδ౳ ɾ1SJDFʢՁ֨ʣɿՁ֨ɺׂҾ੍౓ɺࢧ෷৚݅౳ ɾ1MBDFʢྲྀ௨ʣɿνϟωϧɺ༌ૹɺྲྀ௨ൣғɺ඼ἧ͑ɺࡏݿ౳ ɾ1SPNPUJPOʢϓϩϞʔγϣϯʣɿൢചଅਐɺ޿ࠂɺμΠϨΫτϚʔέςΟϯά౳ ͜Εʹର͠ɺϩόʔτɾϥ΢λʔϘʵϯ͸ސ٬ͷࢹ఺͔ΒϚʔέςΟϯάΛߟ͑Δ ඞཁ͕͋Δͱ͠ɺ$Λఏএͨ͠ɻ ɾ$VTUPNFS WBMVFʢސ٬Ձ஋ʣ ɿސ٬͕ͦͷ঎඼ΛखʹೖΕͨΓɺ࢖༻ͨ͠Γ͢ Δ͜ͱͰಘΒΕΔՁ஋౳ ɾ$VTUPNFSDPTUʢސ٬ίετʣɿ࣌ؒɺ໘౗ष͞ɺࢧ෷ֹͬͨۚ౳ ɾ$POWFOJFODFʢརศੑʣɿೖख͢Δ͜ͱͷ༰қ͞౳ ɾ$PNNVOJDBUJPOʢίϛϡχέʔγϣϯʣɿސ٬͕ཉ͕͠Δ৘ใΛఏڙ͢Δ౳ ϚʔέςΟϯάʹ͓͍ͯॏཁͳͷ͸ɺͲͷΑ͏ͳϚʔέςΟϯάϛοΫεͷ࿮૊Έ Λ࢖༻͢Δʹͯ͠΋ɺͦΕͧΕͷϚʔέςΟϯάπʔϧͷؒͰҰ؏ͨ͠ίϯηϓτʹ ैͬͨϝοηʔδϯά͕ߦΘΕΔ͜ͱͰ͋Δɻ ࣮ࡍʹϚʔέςΟϯά׆ಈΛߟ͑Δ͍͞ɺͦͷର৅ൣ ғ͸޿େʹͳͬͯ͠·͏ɻϚʔέςΟϯάઓུΛߟ͑ Δ͍͞ʹར༻͞ΕΔϚʔέςΟϯάπʔϧΛ૊Έ߹Θ ͤΔͨΊͷ࿮૊ΈΛϚʔέςΟϯάϛοΫεͱݺͿɻ .&$&ͱϑϨʔϜϫʔΫ .&$&ʢ.VUVBMMZ&YDMVTJWFBOE$PMMFDUJWFMZ&YIBVTUJWFʣͱ͸೔ຊޠͰʮ΋Εͳ͘μϒΓͳ͘ʯͱ ͍͏ҙຯͰ͋Δɻ෼ੳ΍اըͳͲΛ͢Δ͍͞ɺ৘ใΛ໢ཏ͠ͳ͚Ε͹ͳΒͳ͍ػձ͸ඇৗʹଟ͍ɻͦͷ ͍͞ʹɺ৘ใΛʮ΋Εͳ͘ʯɺͦͯ͠ʮμϒΓͳ͘ʯूΊͳ͍͞ɺͱ͍͏͜ͱͰ͋Δɻ ͔͠͠ɺʮμϒΓͳ͘ʯ͸ɺूΊͨ৘ใΛݕࠪ͢Ε͹֬ೝͰ͖Δͱͯ͠΋ɺʮ΋Εͳ͘ʯ͸ɺͲͷΑ͏ ʹ࣮ݱ͢Ε͹ྑ͍ͷͰ͋Ζ͏͔ʁ ݫີͳҙຯͰɺ৘ใΛ΋Εͳ͘ऩू͢Δͷ͸ෆՄೳͰ͋Δ͕ɺ৘ใऩूͷ࿮૊ΈΛ༧Ί༻ҙ͠ɺͦͷ࿮ ૊Έʹඞཁͳ৘ใΛूΊ͍ͯ͘ํ๏ΛͱΔ͜ͱͰɺݱ࣮తʹ͸ʮ΋Εͳ͘ʯΛୡ੒͢Δ͜ͱ͕Մೳʹͳ Δɻ͜ͷΑ͏ʹ࢖༻͢Δ࿮૊Έͷ͜ͱΛϑϨʔϜϫʔΫͱݺͿɻϑϨʔϜϫʔΫʹ͸ɺ༷ʑͳछྨ͕͋ Δɻ͜ͷςΩετͰ঺հ͢Δ1$΍4805ͳͲ΋ϑϨʔϜϫʔΫͰ͋Δɻ
  39. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ϚʔέςΟϯά͕ൢചϓϩϞʔγϣϯͱҧ͏఺ΛϦε τΞοϓ͍ͯͩ͘͠͞ɻ ԋश ϒϥϯυͷߏங
  40. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ϒϥϯυߏஙͷεςοϓ ϒϥϯυͷߏங  ϒϥϯσΟϯάͷ໨తʢࣄۀͷ໨తɺϚʔέςΟϯάͷ໨తɺ$ʣ  ηάϝϯςʔγϣϯɿࢢ৔ن໛ௐࠪ  λʔήςΟϯάɿސ٬૚ௐࠪ  ϙδγϣχϯάɿϒϥϯυ࿈૝ͷௐࠪ  ϒϥϯυɾΞΠσϯςΟςΟͷ࡞੒  ϒϥϯσΟϯάͷ໨ඪࡦఆɿઓज़ϨϕϧͰͷ໨ඪ࡞੒  ϒϥϯυཁૉɾϒϥϯυମݧͷઃܭɿϒϥϯυମݧγφϦΦɺ1$  ϒϥϯσΟϯάܭըͷ࡞੒ɿ࣮ߦܭըͱ࣮ࢪ ϒϥϯυɾόϦϡʔઓུͱ͸ɺϏδωεΛ၆ᛌ͠ݸʑ ͷ׆ಈ͕ϒϨͳ͍Α͏ʹ͢ΔͨΊͷϑϨʔϜϫʔΫͷ Ұͭͱଊ͑Δࣄ͕ՄೳͰ͋ΔɻͦͷͨΊɺࣄۀઓུ΍ ϚʔέςΟϯάઓུͳͲͱໃ६͢Δ͜ͱͳ͘ɺͦΕΒ ͷ্ʹߏங͢Δͱ͍͏ΠϝʔδͰྟΉඞཁ͕͋Δɻ ͜ΕΒͷϓϩηεͷؒʹ༷ʑͳυΩϡϝϯτΛ࡞੒͢Δ͜ͱʹͳΔ͕ɺϒϥϯ υߏஙͱ͍͏ࢹ఺ͰݟΔͱɺҎԼͷυΩϡϝϯτྨ͸ͱ͘ʹඞਢͰ͋Δɻ ΨΠυϥΠϯɿϒϥϯυཁૉͷ࢖༻ن໿ ϒϥϯυɾεςʔτϝϯτɿͦͷϒϥϯυͷՁ஋؍ɾࢥ૝ɾϛογϣϯͳͲΛ ؔ܎ऀશһͰڞ༗͢Δ 451ϚʔέςΟϯά ϖϧιφ
  41. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ϒϥϯυߏஙͷεςοϓ ϒϥϯσΟϯάͷ໨త ϒϥϯυͷߏங ϒϥϯυΛߏங͢Δ໨త͸ɺࣄۀ΍ϚʔέςΟϯάͷ ໨తͱجຊతʹ͸ಉ͡ͱͳΔɻ୯ͳΔࣄۀઓུ΍Ϛʔ έςΟϯάઓུͱͯ͠ͷ׆ಈͰ͸ͳ͘ɺϒϥϯυߏங ʗҡ࣋ͱͯ͠ҙࣝతʹ׆ಈ͍ͯ͘͠ཧ༝͸ɺۙࢹ؟త ͳ௚ۙͷചΓ্͛ͷΈΛ໨తͱ͢ΔͷͰ͸ͳ͘ɺ௕͍ ໨ͰݟͨεςʔΫϗϧμʔʢސ٬͚ͩͰ͸ͳ͘ʣͱͷ ؔ܎ߏஙΛߦ͏ͱ͍͏ҙࢥදࣔͰ΋͋Δɻ ͭ·Γɺͦ΋ͦ΋ϒϥϯυɾόϦϡʔઓུΛߦ͏ͷͰ ͋Ε͹ɺ௚ۙͷചΓ্͛ͷΈΛ໨తͱͯ͠͸ͳΒͳ͍ɻ ͦΕΑΓ΋௕ظతʹ࣋ଓՄೳͳࣄۀͱͯ͠ҭͯΔҙࣝ ͕ඞཁͱͳΔɻ ੡඼ طଘ ৽ن ࢢ৔ طଘ ࢢ৔ਁಁઓུ ৽੡඼౤ೖઓུ ৽ن ࢢ৔֦େઓུ ଟ֯Խઓུ ݱ࣮తʹ͸ɺͲͷϒϥϯσΟϯά΋ͦͷ໨త͸ʮ੡඼Λೝ஌ͤ͞ɺചΓ্͛Λ্͛ Δʯ͜ͱ͕ͩɺͦͷϓϩηε͸༷ʑͰ͋ΓɺചΓ্͛Λ্͛ΔͨΊʹͲͷΑ͏ͳࣄۀ ઓུΛͱΔͷ͔͕ϒϥϯσΟϯάʹʢ·ͨɺͦͷ໨తͱͯ͠ʣ൓өͤ͞ͳ͚Ε͹ͳΒ ͳ͍ɻࣄۀઓུͷ۠෼Λ্هͷΞϯκϑͷ੡඼ɾࢢ৔ϚτϦοΫεͰઆ໌͢ΔͱҎԼ ͷΑ͏ʹͳΔɻ ɾࢢ৔ਁಁઓུɿطଘ੡඼Ͱطଘࢢ৔ʢސ٬૚ʣΛର৅ʹߦ͏ˠϦϐʔλʔͷ૿Ճ ɾࢢ৔֦େઓུɿطଘ੡඼Ͱ৽نࢢ৔Λର৅ʹߦ͏ ɾ৽੡඼౤ೖઓུɿ৽ن੡඼Λطଘͷࢢ৔ʹ౤ೖ͢Δ͍͞ʹߦ͏ ɾଟ֯Խઓུɿ৽ن੡඼Λ৽نͷࢢ৔ʹ౤ೖ͢Δ͍͞ʹߦ͏ طଘࢢ৔Λର৅ʹ͢Δͱܾ·͍ͬͯΔ৔߹͸ɺݫີʹݴ͑͹͜ͷ࣍ͷϓϩηεͰ͋ ΔʮηάϝϯςʔγϣϯɾλʔήςΟϯάʯ͸ෆཁͱͳΔ͕ɺͦͷ୅ΘΓݱࡏߦͬͯ ͍Δސ٬ͱͷίϛϡχέʔγϣϯʹ͍ͭͯޮՌଌఆΛߦ͏ɻطଘͷϚʔέςΟϯάઓ ུͷޮՌଌఆͱࢢ৔ௐࠪΛߦ͏͜ͱͰɺϙδγϣχϯάͷมߋ͕ඞཁͱͳΔ͜ͱ΋͋ Δɻ ˞Ξϯκϑͷ੡඼ɾࢢ৔ϚτϦοΫε
  42. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ϒϥϯυߏஙͷεςοϓ ηάϝϯςʔγϣϯ λʔήςΟϯά ϒϥϯυͷߏங ηάϝϯςʔγϣϯ ࢢ৔Ληάϝϯτʹ෼ׂ͠λʔήοτࢢ৔Λநग़͢Δ͍͞ɺࠜڌͱͳΔσʔλʢࢢ ৔ͱސ٬ͷ෼ੳʣ͕ඞཁͱͳΔɻ ৽ن੡඼ͷ৔߹͸σʔλʹج͍ͮͯ੡඼։ൃΛߦͬͨΓɺ͋Δ͍͸৽੡඼ʹ;͞Θ ͍͠λʔήοτࢢ৔Λબఆͨ͠Γͱɺ੡඼։ൃͱࢢ৔ௐࠪͷॱং͸έʔεόΠέʔε Ͱ͋Δɻ ࢢ৔Λ෼ׂ͢Δ࿮૊Έͱͯ͠୅දతͳྫ͸ҎԼͷ΋ͷ͕͋Δɻ ஍ཧ (FPHSBQIJD ࠃɺ஍Ҭɺఱީ ਓޱ౷ܭ %FNPHSBQIJD ੑผɺ೥ྸɺڭҭɺՈ଒ߏ੒ɺऩೖɺ৬ۀɺफڭɺݴޠ Ձ஋؍ 1TZDIPHSBQIJD ϥΠϑελΠϧɺՁ஋؍ɺߦಈنൣ ४ڌूஂ 3FGFSFODF (SPVQ ਓͷՁ஋؍΍ߦಈʹӨڹΛ༩͑Δूஂ ηάϝϯτͷநग़ͷ࢓ํ͸ɺ ɾࢢ৔શମ͔Β෼ׂ͍ͯ͘͠τοϓμ΢ϯΞϓϩʔν ɾಛఆͷݸਓͷଐੑ෼ੳΛूܭ͍ͯ͘͠ϘτϜΞοϓΞϓϩʔν ͕͋Δɻ طଘࢢ৔Λର৅ʹ͢Δͱ͖ɺঢ়گʹΑͬͯ͸ϘτϜΞοϓͰηάϝϯςʔγϣϯɾλʔ ήςΟϯάΛఆٛ͠௚͢͜ͱ΋͋Γ͏Δɻͭ·Γɺݱঢ়ͷސ٬৘ใΛ΋ͱʹڞ௨͢Δސ ٬૾Λ࡞Γ্͛Δͷͩɻ͜ͷΑ͏ʹɺࣄલʹ૝ఆ͍ͯͨ͠૚ͱ͸ҧ͏ސ٬͕த৺ʹͳͬ ͍ͯΔͱ͍͏Α͏ͳ৔߹͸ɺ࣮৘ʹ͋ΘͤͨఆٛΛͨ͠΄͏͕ྑ͍ɻ ˞ίϛϡχέʔγϣϯͷख๏ͱͯ͠ɺ࣮ࡍͷλʔήοτͱ͸ҟͳΔ૚ʹ޲͚ͨϝοηʔδϯάΛߦ͏͜ͱ ΋͋Δʢঁࢠߴੜ͕ߪങ૚ͷத৺Ͱ͋ͬͯ΋ɺʮগ͠େਓͷঁੑʯ΁ͷಌΕΛදݱͨ͠ίϛϡχέʔγϣϯ Λߦ͏ྫͳͲʣͷͰɺސ٬૚͕૝ఆͱҟͳΔ৔߹ɺٸܹʹίϛϡχέʔγϣϯͷ಺༰ΛมԽͤ͞Δͷ͸஫ҙ ͕ඞཁͰ͋Δɻ ϒϥϯυͷର৅ͱͳΔࢢ৔Λબఆ͢ΔͨΊɺࢢ৔ࡉ෼ Խʢηάϝϯςʔγϣϯʣͯ͠બఆʢλʔήςΟϯάʣ ͢Δɻ ౷ܭσʔλ΍ࢢ৔ௐࠪͳͲΛ΋ͱʹλʔήοτͱ͢Δࢢ৔Λࡉ෼ Խʗબఆ͢Δɻ͜ΕΒͷεςοϓ͸ɺϒϥϯσΟϯάͷ໨తʹΑͬ ͯߦ͏΂͖࡞ۀ͕มΘΔɻ๨Εͯ͸ͳΒͳ͍ͷ͸ɺ͜ͷϓϩηε ͕ʮͲ͜ʹސ٬͕͍Δͷ͔ʯΛ୳Δ࡞ۀͰ͋Δͱ͍͏͜ͱͩɻ ചΓ͍ͨ੡඼͕͋Δ  ੡඼ʹ͋Θͤͨλʔήοτࢢ৔Λબ୒  ˠɹࢢ৔ن໛͸ద੾͔ʁΞϓϩʔν͕Մೳ͔ʁ ૂ͍͍ͨλʔήοτ͕͋Δ  λʔήοτ͕ཉ͕͠Δ੡඼ͷఏڙ ˠɹλʔήοτͷχʔζ͸ʁ ސ٬͸୭ͳͷ͔஌Γ͍ͨʢطଘࢢ৔ɾطଘ੡඼ʣ  طଘͷސ٬ͷ෼ੳ λʔήςΟϯά ϚʔέςΟϯάͷର৅ͱͳΔηάϝϯτʢλʔήοτࢢ৔ʣΛબ୒͢Δɻબ୒͞Ε ͨηάϝϯτ͕ɺे෼ͳࢢ৔ن໛ʢن໛ͱ੒௕౓ʣΛ͍࣋ͬͯΔ͜ͱ͕ॏཁͰ͋Δɻ ސ٬૾ͷௐ͕ࠪඞཁʹͳΔɻ
  43. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ϒϥϯυߏஙͷεςοϓ ϙδγϣχϯά ϒϥϯυͷߏங ͜͜Ͱ஫ҙ͕ඞཁͳͷ͸ɺ͜ΕΒͷ߲໨͸෼ྨ͢Δ͜ͱ͕໨తͳͷͰ͸ͳ͘ɺద੾ͳϙδγϣ χϯάΛൃݟ͢ΔͨΊͷώϯτͰ͋Δɺͱ͍͏͜ͱͩɻ ৽ͨͳϙδγϣχϯάΛൃݟ͢ΔͨΊʹ͸ɺࣗ෼ࣗ਎΍ސ٬͕͍࣋ͬͯΔࢥ͍ࠐΈʹؾͮ͘ ඞཁ͕͋ΔɻͦͷͨΊʹ΋ɺϙδγϣχϯάϚοϓΛ࡞੒͢Δલʹ݁࿦͕ࣗ໌ͷ΋ͷͩͱࢥͬ ͨͱͯ͠΋ɺ্هͷ͢΂ͯͷํ޲ੑʹ͍ͭͯݕ౼͓ͯ͘͜͠ͱ͕๬·͍͠ɻ ϙδγϣχϯάͱ͸ɺඪతͱ͢Δࢢ৔ʢݟࠐΈ٬ʣͷ ৺ͷதͰɺͲͷΑ͏ͳϙδγϣϯΛ઎Ί͍ͨͷ͔Λܾ ΊΔ͜ͱͰ͋Δɻ طଘ੡඼ͱ৽ن੡඼Ͱ͸Ξϓϩʔν͕ҟͳΔɻ طଘ੡඼ ސ٬ͷ৺ͷதͰͲͷΑ͏ͳϙδγϣϯΛ઎Ί͍ͯΔͷ͔ʁ ڝ߹ͱͷؔ܎͸ʁ ߪങ͠ͳ͔ͬͨ٬ʹͱͬͯ͸ɺͲͷΑ͏ͳϙδγϣϯͩͬ ͨͷ͔ʁ ݱঢ়ͷϙδγϣϯΛม͑Δ͜ͱ͸Մೳ͔ʁ ৽ن੡඼ ࢢ৔ͷதͰಠࣗੑΛग़ͤΔϙδγϣϯ͸ʁ ڝ߹͸ͲͷΑ͏ͳϙδγϣϯΛ઎Ί͍ͯΔʁ ۭ͍͍ͯΔϙδγϣϯ͸͋Δ͔ʁ ੡඼ଐੑ ੡඼ͦͷ΋ͷʹಠࣗੑ͕͋Δ͔ʁ ϕωϑΟοτ ੡඼ɾαʔϏε͕ఏڙ͢Δศӹʹಠࣗੑ͕͋Δ͔ʁ ߪങঢ়گɺফඅঢ়گ ੡඼ɾαʔϏεͷങ͍ํ΍࢖͍ํʹಠࣗੑ͕͋Δ͔ʁ ސ٬ λʔήοτͦͷ΋ͷʹಠࣗੑ͕͋Δ͔ʁ ڝ߹ͱͷରཱ ڝ߹ͱରཱ͍ͯ͠Δ෦෼͸ʁ ڝ߹ͱͷҧ͍ ڝ߹ͱରཱ͍ͯ͠ͳ͍͕ҟͳΔ෦෼͸ʁ ڝ߹ͱͷྨࣅ ڝ߹ͱಉ͡෦෼͸ʁ ڝ߹ͷઃఆ ผΧςΰϦʔ͋Δ͍͸ผϥϯΫͷ੡඼ɾαʔϏεΛڝ߹ͱݟͳͤΔ͔ʁ ϝλϑΝʔ ·ͬͨ͘ผͷ঎඼ΧςΰϦʔͷϒϥϯυʹྫ͑Δ͜ͱ͸Ͱ͖Δ͔ʁ ϙδγϣχϯάͷํ޲ੑͱͯ͠୅දతͳ΋ͷΛڍ͛Δɻ ͜ΕΒͷྫͱͯ͠ɺҎԼͷΑ͏ͳ΋ͷ͕ߟ͑ΒΕΔɻ ੡඼ଐੑ ిؾΛ࢖Θͳ͍ஆ๪ث۩ɺԻ࣭͕ΫϦΞͳܞଳి࿩ɺਫʹ༹͚ΔϝϞ༻ࢴ ϕωϑΟοτ ϑΟϧλʔΛ૟আ͠ͳͯ͘ྑ͍ΤΞίϯɺ̎ഒͷ଎͞ͰంΕΔγΣΠόʔ ߪങঢ়گɺফඅঢ়گ ே͔࣌ΒฒΜͰ੔ཧ݊ΛखʹೖΕͳ͍ͱങ͑ͳ͍ళɺਫͷ͍Βͳ͍Լཀྵ ࢭΊༀɺ࢖͍ࣺͯίϯλΫτϨϯζ ސ٬ ߴྸऀͷͨΊͷεʔύʔ ڝ߹ͱͷରཱ 7)4ͱЌɺϊʔτύιίϯͱσεΫτοϓ ڝ߹ͱͷҧ͍ ͓୅ΘΓࣗ༝ɺ࠲Γ৺஍ͷྑ͍γʔτ ڝ߹ͱͷྨࣅ ϦϯΫػೳɺΤίϩδʔʹ഑ྀͨ͠੡๏ ڝ߹ͷઃఆ 57൪૊ͷڝ߹͸Πϯλʔωοτ΍ܞଳ ϝλϑΝʔ ͓฼͞ΜͷຯɺϚϚͷຯɺϚοαʔδۀքͷϦοπɾΧʔϧτϯɺՈిͷ δϟΨʔɺϗςϧฒͷՈࣄ୅ߦ
  44. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ϙδγϣχϯάϚοϓ ϒϥϯυͷߏங ϙδγϣχϯάϚοϓͷܗࣜ ৚݅ʢ௿ʣ ৚݅ʢߴʣ ৚݅̎ʢ௿ʣ ৚݅̎ʢߴʣ ڝ߹̍ ڝ߹̎ ࣗࣾ ੡඼ ༷ʑͳ৚݅Ͱ܁Γฦ͢ ͜ͷΑ͏ʹɺࣗࣾ੡඼͕ͲͷΑ͏ͳҐஔΛ઎ΊΔ͔͚ͩͰ͸ͳ͘ɺڝ߹͕ͲͷΑ͏ ͳҐஔΛ઎ΊΔ͔΋஌͓ͬͯ͘ඞཁ͕͋Δɻڝ߹੡඼͕ࣗࣾ੡඼ͱಉ͡ϙδγϣϯΛ ઎Ί͍ͯΔ৔߹ɺͦͷڝ߹੡඼ͱࣗࣾ੡඼͕Ͳ͜ͰࠩผԽͰ͖͍ͯΔͷ͔Λ஌ΔͨΊ ʹɺ৚݅Λม͑ͯϚοϓΛԿ౓΋ॻ͖௚͢ɻ࠷ऴతʹܾఆͨ͠ϙδγϣϯ͕ސ٬ʹͱͬ ͯҙຯͷ͋Δ΋ͷ͔Ͳ͏͔ɺݫ͘͠νΣοΫ͢Δɻҙຯͷ͋Δ΋ͷͰͳ͚Ε͹ɺϙδ γϣχϯάϚοϓΛ࡞੒ͯ͠΋ແବʹͳͬͯ͠·͏ɻ ͜ͷΑ͏ʹͯ͠ϙδγϣχϯάΛࡦఆ͢Δ͍͞ʹɺ ࣗࣾ੡඼͕ͲͷҐஔΛ઎Ίͯڝ ߹੡඼͕Ͳ͜ʹ഑ஔ͞ΕΔͷ͔ܾఆ͢ΔͨΊɺલఏͱͳΔௐࠪ৘ใ͕ඞཁʹͳΔɻௐ ࠪํ๏͸༷ʑͰ͋Δ͕ɺ͜͜Ͱ͸࿈૝ϚοϓΛ঺հ͓ͯ͘͠ɻ࿈૝Ϛοϓͱ͸ɺϒϥ ϯυ΍χʔζͱͭͳ͕ΔΩʔϫʔυ͔Βɺௐࠪର৅ʹࣗ༝࿈૝ͯ͠΋Β͍ɺ࿈૝ͷؔ ࿈ͱڧ͞Λ෼ੳ͢Δํ๏Ͱ͋Δɻ ϙδγϣχϯάϚοϓ͸࣍ͷΑ͏ͳܗࣜͰ࡞੒͢Δɻ ࿈૝Ϛοϓͷྫ ւ Ն ਫண ೔ম͚ ਫӭ α ʔ ϑ Ο ϯ ˞ϖϧιφʹͱͬͯͷ࿈૝ͷؔ࿈ͷڧ͞Λ෼ੳ͢Δɻ
  45. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ϒϥϯυߏஙͷεςοϓ ϒϥϯυɾΞΠσϯςΟςΟ ϒϥϯυͷߏங ϒϥϯυɾΞΠσϯςΟςΟ͸ɺސ٬ʹͲͷΑ͏ͳϒ ϥϯυɾΠϝʔδΛ࣋ͬͯ΄͍͔͠Λදݱͨ͠΋ͷͰ ͋Δɻ ϒϥϯυɾΞΠσϯςΟςΟΛنఆ͢Δ໨త͸ɺϒϥϯυɾόϦϡʔઓུΛ࣮ࢪ͠ ͍ͯ͘தͰɺސ٬͕ମݧ͢Δ͢΂ͯͷϒϥϯυମݧ͕Ұ؏ੑΛอͪɺސ٬ͷهԱͷ தͰҙຯΛ࣋ͬͯ࿈݁͞ΕΔΑ͏ʹɺ͢΂ͯͷίϛϡχέʔγϣϯʹ͓͍ͯ࣠ͱͳ Δ֓೦Λؔ܎ऀશһ͕ڞ༗͢Δ͜ͱͰ͋Δɻ͕ͨͬͯ͠ɺϒϥϯυɾΞΠσϯςΟ ςΟ͸Ͱ͖Δ͚ͩ؆ܿͰ͔ͭޡղ͞Εͳ͍΋ͷͰ͋Δඞཁ͕͋Δɻ ϒϥϯυɾΞΠσϯςΟςΟ͸ʮސ٬ʹͲͷΑ͏ͳϒϥϯυɾΠϝʔδΛ࣋ͬͯ΄ ͍͔͠ʯΛදݱͨ͠΋ͷͰ͋Δ͔Βɺސ٬ࢹ఺ʹཱͬͯߟ͑ͳ͚Ε͹ͳΒͳ͍ɻ ԼਤͷͦΕͧΕͷཁૉʹ͍ͭͯߟ͍͑ͯ͘ɻ ɹλʔήοτͷͲͷΑ͏ͳχʔζʢ/FFETʣʹ౴͑Δͷ͔ʁ ɹͲͷΑ͏ͳศӹʢ#FOFpUʣΛఏڙ͢Δͷ͔ʁ ɹͲͷΑ͏ͳϙδςΟϒͳײ֮ʢ'FFMJOHʣΛ༩͑Δͷ͔ʁ ɹχʔζͱײ֮ͷؒͰԿ͕ੜ·ΕΔ͔ʁ ɹχʔζͱศӹͷؒͰԿ͕ੜ·ΕΔ͔ʁ ɹศӹͱײ֮ͷؒͰԿ͕ੜ·ΕΔ͔ʁ ɹ͢΂ͯΛ౷߹͢Δ΋ͷ͸Կ͔ʁ Needs Feeling Benefit ͜ͷϓϩηε͸ɺදݱΛม͑Ε͹641ʢϢχʔΫɾηϦϯάɾϓϩϙδγϣϯʣΛ࡞੒͠ɺ ڞ༗͢ΔͨΊͷϓϩηεͱ΋ݴ͑Δɻ
  46. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ϒϥϯυߏஙͷεςοϓ ϒϥϯσΟϯάͷ໨ඪࡦఆ ϒϥϯυͷߏங ۩ମతͳ਺஋໨ඪΛ࡞੒͢Δɻ ӈͷઓུϚοϓΛ༻͍ͯɺҰ໨Ͱ೺Ѳग़ΔΑ͏ʹ͓ͯ͘͠ɻ A ϦʔνՄೳͳݟࠐΈ٬Ϧετ֫ಘ B ݟࠐΈ٬ͷސ٬Խ C ސ٬ͷϦϐʔλʔԽ D Ϧϐʔτස౓ͷ૿େ E ٬୯Ձͷ૿େ ্هͦΕͧΕʹ͍ͭͯࢪࡦΛࡦఆ͢Δඞཁ͕͋Δɻ ސ٬਺ ച্ ࢢ৔ ݟࠐΈ٬ ސ٬ Ϧϐʔλʔ ฏۉϦϐʔλʔ਺ A B C E D
  47. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ϒϥϯυɾόϦϡʔઓུϚοϓ ϒϥϯυͷߏங ظݶɿºº೥ºº݄ ސ٬਺ ച্ ࢢ৔ ݟࠐΈ٬ ސ٬ Ϧϐʔλʔ ฏۉϦϐʔτճ਺ A E B C D
  48. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ϒϥϯυߏஙͷεςοϓ ϒϥϯυཁૉɾ ϒϥϯυମݧͷઃܭ ϒϥϯυͷߏங ݟࠐΈ٬΍ސ٬ͱͷίϯλΫτϙΠϯτͰ͋Δɺ͢΂ ͯͷϒϥϯυཁૉͱͦ͜ͰͷମݧΛઃܭ͢Δɻ ϒϥϯυཁૉͱͦͷମݧΛϦετΞοϓ͠ɺͦΕͧΕઃܭ͍ͯ͘͠ɻ ԼਤͷͦΕͧΕͷཁૉʹ͍ͭͯߟ͍͑ͯ͘ɻ ɹίϯλΫτϙΠϯτ͸ʁ ɹ࢖༻ํ๏͸ʁ ɹސ٬͸ͲͷΑ͏ͳମݧΛͯ͠΄͍͔͠ʁ ɹېࢭࣄ߲ ɹਪ঑ࣄ߲ ɹඞཁͰ͋Ε͹ར༻ํ๏ͷΨΠυϥΠϯ ɹઓུϚοϓͷͲ͜Λ໨తͱͨ͠΋ͷ͔ʁ ɹޮՌ໨ඪ ɹϒϥϯυɾΞΠσϯςΟςΟͱໃ६͠ͳ͍͔ʁ ͢΂ͯͷϒϥϯυཁૉΛϦετΞοϓ͠ɺઓུϚοϓͱরΒ͠߹ΘͤΔ͜ͱ Ͱɺ଍Γͳ͍ϒϥϯυཁૉ͕೺ѲͰ͖Δɻ ϒϥϯυཁૉ ֓ཁ ίϯλΫτ ϙΠϯτ ਪ঑ ېࢭ ཁૉ" ެࣜαΠτ ཁૉ# ཁૉ$ ཁૉ% ཁૉ& ʜ
  49. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ϒϥϯυߏஙͷεςοϓ ϒϥϯσΟϯάܭըͷ࡞੒ ϒϥϯυͷߏங ϒϥϯυཁૉ͝ͱʹɺ࣮ߦܭըΛ࡞੒͢Δɻ લ߲ͰϦετΞοϓͨ͠ϒϥϯυཁૉͦΕͧΕʹ͍ͭͯεέδϡʔϧΛ࡞੒͢Δɻ εέδϡʔϧΛ࡞੒͢Δ͍͞ʹɺ୯७ʹʮ੍࡞ʯ΍ʮެ։ʯͳͲͱͯ͠ऴྃ͢Δ ͷͰ͸ͳ͘ɺͦΕͧΕͷ1%$"αΠΫϧΛεέδϡʔϧʹهࡌ͓ͯ͘͜͠ͱɻ ϒϥϯυཁૉ ֓ཁ Ϛοϓ൪߸ ໨ඪ ,1* ίϯλΫτ ϙΠϯτ ਪ঑ ʜ εέδϡʔϧ ཁૉ" "  ެࣜαΠτ ཁૉ# #  ཁૉ$ $  ཁૉ% % ཁૉ& & ʜ
  50. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ϒϥϯυߏஙͷεςοϓ ࠷ޙʹνΣοΫʂ ϒϥϯυͷߏங ϒϥϯυઓུͷུ֓Λ·ͱΊΔɻ ӈਤͷϒϥϯυɾόϦϡʔɾϐϥϛουΛԼ͔ΒຒΊ ͍͖ͯɺϒϥϯυɾΞΠσϯςΟςΟͱͷໃ६Λ࠶ νΣοΫ͢Δɻ When? Where? What? How? Why? Who am I? ͍ͭɺͲ͜Ͱʁ ͳʹΛʁ ͲͷΑ͏ʹʁ ͳͥʁ ࢲ͸Կऀ͔ʁ ϒϥϯυɾόϦϡʔɾϐϥϛου
  51. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ҎԼͷ੡඼ɾαʔϏεͷओͳλʔήοτࢢ৔͸ɺͲͷ Α͏ʹηάϝϯςʔγϣϯ͞ΕΔ͔આ໌͍ͯͩ͘͠͞ɻ ˞λʔήοτࢢ৔͸ෳ਺͋ͬͯ΋ߏ͍·ͤΜɻ ɾ໊ࢗͷεϐʔυҹ࡮ ɾ৽॓Ӻલͷ֗಄઎͍ࢣ ɾ౦ژ߫֎ͰΠνΰङΓ ɾߴڃϋϯόʔΨʔ ɾେֶडݧ৘ใఏڙ΢ΣϒαΠτ ɾ֨҆ম͖೑νΣʔϯ ԋश ϒϥϯυͷߏங
  52. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ࣗ෼ͰςʔϚΛܾΊͯϙδγϣχϯάϚοϓΛ࡞੒͠ ͍ͯͩ͘͞ɻ ʢίϯϏχΤϯεετΞɺϑΝϛϦʔϨετϥϯɺՎख ͳͲʣ ԋश ϒϥϯυͷߏங
  53. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ϒϥϯυମݧΛઃܭ͢ΔͨΊʹ͸ɺλʔήοτͱͳΔ ফඅऀͷߦಈΛཧղ͢Δඞཁ͕͋Γ·͢ɻ ҎԼͷ੡඼ΛϒϥϯσΟϯά͢Δͱ͍͏ઃఆͰɺ ɾλʔήςΟϯά ɾϙδγϣχϯά ɾλʔήοτͷߦಈγφϦΦʢͲͷΑ͏ͳϥΠϑελ ΠϧΛ࣋ͪɺ͍ͭͲͷΑ͏ͳϒϥϯυମݧΛ͢Δ͔ʣ Λߟ͍͑ͯͩ͘͞ɻ ɾϊϯΧϩϦʔͷ؈νϡʔϋΠ ɾ඼઒Ӻߏ಺ʹ৽ઃ͞ΕͨϏδωεϗςϧ ɾܞଳ༻ۭؾਗ਼ড়ػ ɾਫͷ͍Βͳ͍ңༀ ɾ౦෢ಛٸεϖʔγΞʢઙ૲ɾ৽॓ɾ஑ା͔Β೔ޫɾ َౖ઒·Ͱ࣌ؒʣ ɾϖοτ༻݈߁อݥ ɾ࿘ۂઐ໳ͷد੮ ԋश ϒϥϯυͷߏங
  54. Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps 

    ৽نϒϥϯυͷߏஙΛ࣮ࡍʹࢼͯ͠Έ͍ͯͩ͘͞ɻςʔ Ϛ͸ࣗ༝ʹઃఆͯ͠ߏ͍·ͤΜɻ ʢྫʣ࿨՛ࢠɺܞଳి࿩ɺίϐʔػɺࣃՊҩӃɺম͖ ௗ԰ɺΧϑΣɺਤॻؗɺ్্ࠃࢧԉ ϒϥϯυߏஙͷγϛϡϨʔγϣϯ ԋश ϒϥϯυͷߏங
  55.  ೥݄೔ୈ൛ ࡞੒ גࣜձࣾͭ͘Δͻͱ ؂म גࣜձࣾͭ͘Δͻͱ୅දऔక໾খ໺Ώ͏͜ ൃߦॴ Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ˟̍̑̌ʵ̌̌̍̏ ౦ژ౎ौ୩۠ܙൺण̍ʵ̍̑ʵ̕ɹγϧΫܙൺणϏϧ̎֊

    ຊॻͷ಺༰ͷҰ෦·ͨ͸શ෦ΛڐՄແ͘ෳࣸʢίϐʔʣ͢Δ͜ͱ͸ɺ๏཯ͰఆΊΒΕ ͨ৔߹Λআ͖ɺஶ࡞ऀ͓Αͼग़൛ࣾͷݖརͷ৵֐ʹͳΓ·͢ɻ Ұൠࣾஂ๏ਓϒϥϯυɾόϦϡʔڠձ ϒϥϯυɾόϦϡʔߏஙϓϩδΣΫτΧϦΩϡϥϜ Brand Value Basic Knowledges & Building Steps