事業戦略を加速させるサービスブランディングとは

今年8月のプロダクトリニューアルに合わせ、ブランドの再定義を行ったABEMA。

「テレビの再発明」を基軸としたABEMAがサービスとして目指す方向性を関わるすべての人が理解することで、ユーザーに一気通貫の「ブランド」を提供し、ABEMAをもっと好きになってもらうことを目的に、社内向けに「ABEMA BRAND GUIDELINES」をリリースしました。

今回は、リブランディングに至った背景から、経営を巻き込んだブランド戦略の策定〜クリエイティブに込めたサービスとしての「意思」についてお話しします。

https://developer.abema.io/2021/sessions/kXgplBDvuf/?utm_medium=social&utm_source=slideshare

Transcript

2. ࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ SERVICE BRANDING? 2021/12/17 ABEMA developers conference sugaar
3. ࠤ౻
   ༸հʢατ΢
   Ϥ΢εέʣ
   ࣥߦ໾һ
   νʔϑɾΫϦΤΠςΟϒσΟϨΫλʔ
4. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ⁞
   "#&."ͷϒϥϯσΟϯάͷมભ
    
   αʔϏεͷϒϥϯσΟϯάͱ͸ʁ
   ⁠
   ϒϥϯυମܥԽͰؾΛ͚ͭΔ΂͖̏ͭͷ͜ͱ
   ⁡
   "#&."
   #3"/%
   (6*%&-*/&4ͷ੍ఆ
   ⁢
   ͜Ε͔Βͷ"#&." Agenda
5. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ 1 "#&."ͷϒϥϯσΟϯάͷมભ
6. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ϩΰͷมભ 2021೥ʙ
   प೥ 2016೥
   ։ہ 2020೥
   प೥
7. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ͳͥϒϥϯυγϯϘϧΛ
   ม͍͑ͯΔͷ͔ʁ Why? 🤔
8. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ͦΕ͸ʜ
   ࣄۀઓུʹ߹Θͤ
   ઓུతʹϒϥϯυΛৢ੒͢ΔͨΊ
9. Πϯλʔωοτࢢ৔ͷมԽ͸ܹ͘͠ ࣄۀΛৗʹਐԽͤ͞ଓ͚Δඞཁ͕͋Δ ग़యɿIUUQTVOTQMBTIDPNQIPUPTJ*+S6PF3P$2
10. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ࣄۀઓུͷਐԽ ೥ɹ։ہ࣌
    AbemaTV w 57ͷΑ͏ʹεέδϡʔϧ͕ϓϩάϥϜ͞Εͨ
    ແྉͷϦχΞ์ૹ͕ओମ
    w ແྉͷΠϯλʔωοτςϨϏہͱͯ͠։ہ
    w 470%ʢఆ੍ֹಈը഑৴αʔϏεʣͰ͸ͳ͘ɺ
    ϑϦʔϛΞϜϞσϧ
11. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ࣄۀઓུͷਐԽ ೥ɹप೥
    ABEMA TV&VIDEO ENTERTAINMENT w ϦχΞ์ૹ͚ͩͰͳ͘ɺ
    ΦϯσϚϯυίϯςϯπ΁ͷधཁ૿Ճ
    w ϦχΞओମ͔ΒϏσΦ΋ؚΊͨϫϯϞσϧʹ
    w "CFNB57ˠ"#&."΁
    w λάϥΠϯͷ௥Ճ
12. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ϏσΦΛਐԽ্͍ͤͯ͘͞Ͱ
    470%ʢఆ੍ֹಈը഑৴αʔϏεʣ ͱͯ͠ͷ৭͕ೱ͘ͳΓ
    ϑϦʔϛΞϜϞσϧͱͯ͠ͷࣾ಺ҙ͕ࣝرബԽ ग़యɿIUUQTVOTQMBTIDPNQIPUPT%3[:.UBFW" Problem
13. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ զʑ͸ʮςϨϏͷ࠶ൃ໌ʯΛ
    ໨ࢦ͍ͯͨ͠͸ͣ Why? 🤔
14. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ࣄۀઓུͷਐԽ ೥ɹप೥
    ABEMA TV for the Future w ৽͍͠ະདྷͷςϨϏͱͯ͠λάϥΠϯΛมߋ
    w ࠓͷ࣌୅ʹ߹ΘͤͯςϨϏΛ࠶ൃ໌͠ɺΑΓศ རʹɺշదʹ͢Δ͜ͱ͕αʔϏεͷ࢖໋Ͱ͋Δ ͱվΊͯମݱ NEW
15. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ αʔϏείϯηϓτΛى఺ʹ
    ࣄۀઓུΛ࠷େԽ͢ΔͨΊʹ͸ʁ ग़యɿIUUQTVOTQMBTIDPNQIPUPT%3[:.UBFW" Problem
16. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ αʔϏεϒϥϯσΟϯάͷڧԽ
17. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ Service Branding ʮςϨϏͷ࠶ൃ໌ʯΛج࣠ͱͨ͠
    "#&."͕໨ࢦ͢΂͖ํ޲ੑΛ૊৫ਁಁͤ͞ɺ
    ࣄۀઓུͱͷγφδʔͰ
    Ϣʔβʔʹରͯ͠Ұؾ௨؏ͷʮϒϥϯυઓུʯΛߦ͍ɺ
    "#&."ʹର͢ΔϩΠϠϦςΟ͕޲্͠΍͍͢ঢ়ଶͮ͘ΓΛߦ͏ɻ
18. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ 2 αʔϏεͷϒϥϯσΟϯάͱ͸ʁ
19. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ BRAND?
20. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ه߸ Ձ஋ ϒϥϯυ Brand Brand Symbol จࣈɺԻ੠ɺܗɺ৭ͳͲ Brand Value ΧςΰϦʔɺਓ֨ɺศӹɺ࿦ڌͳͲ
21. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ಄ͷதͰΠϝʔδ͞Ε
    ݸਓͷதͰ஝ੵ͞ΕΔ΋ͷ BRAND
22. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ϒϥϯσΟϯάʹ͸େ͖̎͘छྨ͋Δ INNER BRANDING OUTER BRANDING ࣾ಺
    ʢࣾһʣ ࣾ֎
    ʢϢʔβʔʣ
23. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ INNER BRANDING ΠϯφʔϒϥϯσΟϯάͱ͸ɺαʔϏε͕੒ ͢΂͖େٛ΍Ձ஋؍ΛݴޠԽ͠ɺ૊৫ͷؔ܎ ऀʹͦΕΛཧղͤ͞ɺਁಁ͍ͤͯͨ͘͞Ίͷ ௕ظతͳܒ໤׆ಈΛࢦ͢ɻ
24. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ Ξ΢λʔϒϥϯσΟϯάͱ͸ɺओʹϢʔβʔ ͱͷ઀఺ͳͲɺର֎తʹαʔϏε͕࣋ͭՁ஋ Λൃ৴͠ɺͦͷΠϝʔδʹҰ؏ੑΛ࣋ͨͤΔ ͜ͱΛࢦ͢ɻ OUTER BRANDING
25. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ UI UX ϏδϡΞϧ ίϯςϯπ ੍࡞ ӡ༻ άϩʔε Ϛʔέ ςΟϯά ݸʑͷମݧ͕ັྗతͰ΋
    ͦ͜ʹҰ؏ੑ͕ͳ͚Ε͹
    ϒϥϯυͱͯ͠هԱ͞Εͳ͍
26. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ UI UX ϏδϡΞϧ ίϯςϯπ ੍࡞ ӡ༻ άϩʔε Ϛʔέ ςΟϯά ϒϥϯυΛৢ੒͢ΔͨΊʹ͸
    αʔϏεΛߏ੒͢Δશͯʹ
    Ұ؏ੑ͕ͳ͚Ε͹ͳΒͳ͍
27. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ϒϥϯυઓུͷεςοϓ ϒϥϯυͷମܥԽ
    ࣄۀઓུʹج͍ͮͯʮ"#&." ϒϥϯυʯΛඥղ͖ɺ૊৫Ͱͷ ڞ௨ೝࣝͮ͘Γɻ Ξ΢τϓοτͷҰ؏ੑ
    αʔϏεͷϒϥϯυΠϝʔδΛ ޲্ʗఆணͤ͞ɺڝ߹ͱͷࠩผ ԽΛਤΔɻ ϑΝϯΛͭ͘Δ
    ʮ"#&."ϒϥϯυʯΛମݱ ͠ɺΑΓଟ͘ͷϢʔβʔʹ௕͘ αʔϏεΛར༻ͯ͠΋Β͏ɻ 1 2 3
28. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ 3 ϒϥϯυͷମܥԽͰ
    ؾΛ͚ͭΔ΂͖̏ͭͷ͜ͱ
29. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ϒϥϯυͷମܥԽͰؾΛ͚ͭΔ΂͖̏ͭͷ͜ͱ ܦӦΛר͖ࠐΉ 1 2 3 ΩϟονίϐʔେձͰ͸ͳ͍ ౎߹Α͘ղऍ͠ͳ͍
30. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ 
    ܦӦΛר͖ࠐΉ
31. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ࣄۀઓུ ϚʔέςΟϯά1ࢪࡦ ঎඼
    αʔϏε ޿ࠂ
    13 ൢ࿏
    ઀٬ Ձ֨
    ੓ࡦ த௕ظతʹ
    ݻఆ͢΂͖ྖҬ اըɾ࣮ߦɾݕূɾमਖ਼ͷ 1%$"αΠΫϧΛߴ଎ճ సͤ͞Δ΂͖ྖҬ ੔߹ੑ ग़యɿσδλϧ࣌୅ͷجૅ஌ࣝʰϒϥϯσΟϯάʱ
    ϒϥϯυઓུ
32. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ϒϥϯυઓུ͸
    ࣄۀͱ੾Γ཭ͤͳ͍΋ͷ
33. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ 
    ܦӦΛר͖ࠐΉ ҙࢥܾఆʹ
    ܦӦΛר͖ࠐΉ ϝϯόʔ͚ͩͰ
    ҙࢥܾఆ͢Δ 🙅 🙆
34. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ 
    ܦӦΛר͖ࠐΉ يಓमਖ਼ ࣾ௕ͱͷ
    ͢Γ߹Θͤ ϝϯόʔͰ
    ٞ࿦ ܦӦϘʔυͱͷ
    ͢Γ߹Θͤ
35. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ 
    ΩϟονίϐʔେձͰ͸ͳ͍
36. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ Ϣʔβʔ͕ओޠʹ
    ͳΔ΋ͷ ϒϥϯυ͕ओޠʹ
    ͳΔ΋ͷ ϒϥϯυͷ஌֮Ձ஋
37. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ΤϏσϯε ϕωϑΟοτ ύʔιφϦςΟ ίΞόϦϡʔ ΠϯαΠτ ϒϥϯυλʔήοτ Ϣʔβʔओޠͷ
    ஌֮Ձ஋ ϒϥϯυओޠͷ
    ஌֮Ձ஋ ৅௃తͳސ٬㒢͸ʁ ܹࢗ͢Δ৺ͷۏઢ ຊԻ ͸ʁ ͻͱ͜ͱʹू໿͞Εͨ
    ֩ͱͳΔՁ஋͸ʁ ਓ֨ͱͯ͠ͷҹ৅͸ʁ ෺ཧత৺ཧతͳ
    ศӹ ͏Ε͠͞ ͸ ཪ෇͚ͱͳΔ
    ࿦ڌɾࣄ࣮ɾεϖοΫ͸ʁ ग़యɿσδλϧ࣌୅ͷجૅ஌ࣝʰϒϥϯσΟϯάʱ
    
38. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ 
    ΩϟονίϐʔେձͰ͸ͳ͍ ͜ͷϒϥϯυ͸ԿΛ෢ثʹɺ
    ͲͷΑ͏ʹͯ͠ઓ͍ͬͯ͘ͷ͔ ϒϥϯυ஌֮Ձ஋Λ΋ͱʹ ͨ͠Ωϟονίϐʔ 🙅 🙆
39. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ 
    ΩϟονίϐʔେձͰ͸ͳ͍ 🙅 େ੎Ͱݴ༿ͷ޷͖ݏ͍ͷٞ࿦ʹ
    ཱͪೖΒͳ͍͜ͱ͕ॏཁ
40. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ 
    ౎߹Α͘ղऍ͠ͳ͍
41. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ΤϏσϯε ϕωϑΟοτ ύʔιφϦςΟ ϒϥϯυλʔήοτ ΠϯαΠτ ͖Ε͍ʹରʹͳΔ͜ͱ ͕͜͜࿈ಈ͍ͯ͠ͳ͍ͱ
    ίϛϡχέʔγϣϯࢪࡦʹམͱ͠ࠐΜͰ΋
    ఻ΘΒͳ͍ ίΞόϦϡʔ ग़యɿσδλϧ࣌୅ͷجૅ஌ࣝʰϒϥϯσΟϯάʱ
    
42. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ 
    ౎߹Α͘ղऍ͠ͳ͍ 🙅 ͲΕ͚ͩεϖοΫ͕༏Ε͍ͯͯ΋ɺ
    ϢʔβʔͷΠϯαΠτΛݟޡ͍ͬͯΕ͹ɺ
    ίΞόϦϡʔ΍఻͑ํͷจ຺ΛޡΓɺ
    Ϣʔβʔͷۏઢʹ৮ΕΔ͜ͱ͸Ͱ͖ͳ͍
43. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ 4 ABEMA BRAND GUIDELINESͷ੍ఆ
44. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ VISION INNER BRANDING
    ΠϯφʔϒϥϯσΟϯά ʢࣾ಺޲͚ϝοηʔδʣ ϒϥϯσΟϯάͷ ମܥΠϝʔδ OUTER BRANDING Ξ΢λʔϒϥϯσΟϯά ʢϢʔβʔ͔Βͷݟ͑ํʣ MISSION VALUE BRAND PYRAMID BRAND CONCEPT CREATIVE CONCEPT ֤छΨΠυϥΠϯ VISION MISSION VALUE BRAND PYRAMID BRAND CONCEPT CREATIVE CONCEPT ֤छΨΠυϥΠϯ
45. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ϓϩδΣΫτମ੍ ΤϯδχΞɹɹ໊ ޿ใɹɹɹɹɹ໊ ΫϦΤΠλʔɹ໊ Ϗδωεɹɹɹ໊ ܦӦϘʔυ 1.ɹɹɹɹɹ໊ ϓϩδΣΫτνʔϜ ౻ాࣾ௕
46. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ΠϯφʔϒϥϯσΟϯά "#&."ͷαʔϏεͱͯ͠ͷେٛΛ
    Ξοϓσʔτ VISION INNER BRANDING
    ΠϯφʔϒϥϯσΟϯά ʢࣾ಺޲͚ϝοηʔδʣ ϒϥϯσΟϯάͷ ମܥΠϝʔδ OUTER BRANDING Ξ΢λʔϒϥϯσΟϯά ʢϢʔβʔ͔Βͷݟ͑ํʣ MISSION VALUE BRAND PYRAMID BRAND CONCEPT CREATIVE CONCEPT ֤छΨΠυϥΠϯ VISION MISSION VALUE BRAND PYRAMID BRAND CONCEPT CREATIVE CONCEPT ֤छΨΠυϥΠϯ
47. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ VISION ੈքʹތΕΔϝσΟΞʹҭͯΔ ʮ࣮ݱΛ໨ࢦ͢ʯʮཧ૝ͱ͢Δ࢟ͷ௥ٻʯ
48. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ MISSION ͢΂ͯͷਓ͕ɺ޷͖ͳ࣌ʹɺࣗ༝ʹɺखܰʹίϯςϯπɺ
    ࡞඼Λָ͠ΊΔ৔ͱɺΫϦΤΠλʔ͕ࣗ༝ʹදݱɺ࡞඼ΛੜΈग़͠ɺ
    ؔ܎ऀ͕͞Βʹ࡞඼ΛൃలɺਐԽɺ։Ֆͤ͞ΔػձΛఏڙ͠·͢ɻ
    ͦͯ͠ɺੈͷதͷίϯςϯπ͕΋ͭແݶͷՄೳੑͱັྗΛଘ෼ʹҾ͖ग़͠ɺ
    ೔ຊɺੈքͷਓʑʹಧ͚ɺ޿͍͛ͯͨ͘Ίʹɺ
    ʮ৽͍͠ະདྷͷςϨϏʯͱͯ͠ɺৗʹ௅ઓ͠ଓ͚Δ͜ͱΛ࢖໋ͱ͍ͯ͠·͢ɻ ʮ૊৫͕Ռͨ͢΂͖࢖໋ʯʮࣾձʹରͯ͠Ͳ͏ߩݙ͢Δ͔ʯ
49. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ VALUE 6*69ɺΫϦΤΠςΟϒɺίϯςϯπɺӡ༻ɺ
    ϚʔέςΟϯάɺ13ͳͲ"#&."ʹؔΘΔશͯͷମݧΛ
    άϩʔόϧਫ४ͷΫΦϦςΟͰϢʔβʔʹఏڙ͢Δɻ ૊৫͕ڞ௨ͯ࣋ͭ͠Ձ஋؍ ΫΦϦςΟͰউෛ͢Δ 1 2 3 ࣗ༝ͳൃ૝Ͱɺ
    ઓུతʹ௅ઓ͚ͭͮ͠Δ ϢʔβʔϑΝʔετΛ๨Εͳ͍ ੟Ҭͳ༷͘ʑͳδϟϯϧɺίϯςϯπʹ͓͚Δັྗɺ
    ϙςϯγϟϧΛݟग़͠ଓ͚ʮ৽͍͠ະདྷͷςϨϏʯΛ૑଄͢Δɻ શͯͷਓ͕҆৺ָͯ͠͠ΊΔϝσΟΞΛ໨ࢦ͠ɺ
    ތΓΛ΋ͬͯ"#&."ΛҭͯΔɻ
50. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ Ξ΢λʔϒϥϯσΟϯά ϒϥϯυ஌֮Ձ஋ͷ࠶ఆٛ VISION INNER BRANDING
    ΠϯφʔϒϥϯσΟϯά ʢࣾ಺޲͚ϝοηʔδʣ ϒϥϯσΟϯάͷ ମܥΠϝʔδ OUTER BRANDING Ξ΢λʔϒϥϯσΟϯά ʢϢʔβʔ͔Βͷݟ͑ํʣ MISSION VALUE BRAND PYRAMID BRAND CONCEPT CREATIVE CONCEPT ֤छΨΠυϥΠϯ VISION MISSION VALUE BRAND PYRAMID BRAND CONCEPT CREATIVE CONCEPT ֤छΨΠυϥΠϯ
51. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ԿΛ෢ثʹ
    ͲͷΑ͏ʹઓ͍ͬͯ͘ͷ͔ʁ
52. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ΤϏσϯε ϕωϑΟοτ ύʔιφϦςΟ ίΞόϦϡʔ ΠϯαΠτ ϒϥϯυλʔήοτ ʁ ʁ ʁ ʁ ʁ ʁ ͜Ε͔Βͷ"#&." ςϨϏ཭Εͨ͠एऀ ɾςϨϏͷ࣌ؒ৔ॴͷ੍໿͕ෆศ
    ɾޘָ΍৘ใऩूΛޮ཰Α͘ߦ͍͍ͨ
    ɾ໘ന͍൪૊͕ͳ͍
    ɾಈը഑৴͸޿ࠂ͕͋ͬͯ΋ແྉͰΈ͍ͨ ແྉͰݟΒΕΔ
    ΠϯλʔωοτςϨϏہ ઌਐతͰ
    ܕʹϋϚΒͳ͍ύΠΦχΞ ɾ͍ͭͰ΋Ͳ͜Ͱ΋޷͖ͳ͚ͩ࢖͑Δ
    ɾ࢖͍΍͘͢໨తΛ͙͢ʹຬͨͤΔ
    FUD ͜Ε·Ͱͷ"#&." ɾςϨϏମݧΛτϨʔεͨ͠6*69
    ɾएऀੈ୅ͷ࿀ѪϦΞϦςΟʔ
    FUD
53. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ "#&."͸΋ͱ΋ͱɺςϨϏΛݟͳ͘ͳͬͨ
    ए͍ੈ୅ʹݟͯ΋Β͓͏ͱࢥͬͯ͸͡Ίͨ
    ͦΕ͸ɺ
    ए͍ࢠ͕Ոʹؼͬͯ΋εϚϗΛݟ͍ͯΔ͔Β
    εϚʔτϑΥϯʹ࠷దԽͨ͠ࢹௌ͕Ͱ͖Δ
    ৽͍͠ςϨϏΛͭ͘Ζ͏ αʔϏεͷݪ఺
54. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ Ωʔϫʔυ ʰςϨϏ཭Εʱ͕ى͖ΔཁҼ΍
    ʰςϨϏ཭Εʱ͢Δਓ෺㒢ʹ
    
    "#&."͕ͱΒ͑Δ΂͖
    
    λʔήοτͱΠϯαΠτ͕͋Δ ग़యɿIUUQTXXXJSBTVUPZBDPNCMPHQPTU@IUNM 📺
55. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ϒϥϯυλʔήοτͱͯ͠ 🤔 ʮςϨϏճؼʯͷΑ͏ͳɺ
    վΊͯςϨϏͷྑ͞Λ࢒ͭͭ͠ɺ
    ͞ΒʹศརʹਐԽ͍ͤͯ͘͞ͷ͕"#&." ͜͜ʹڞײͯ͘͠ΕΔ૚͕
    ϒϥϯυλʔήοτʹͳΔ
56. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ BRAND TARGET σδλϧϥΠϑΛૹΔਐาతͳਓʑ σδλϧٕज़ͷਐԽʹΑΔԸܙΛ฻Β͠ʹऔΓೖΕɺϥΠϑελΠϧΛΞοϓσʔτ͍ͯ͘͠ਓʑ
57. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ΠϯαΠτ ϒϥϯυλʔήοτͷ
    ຊԻ͸ʁ
58. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ϢʔβʔΠϯαΠτΛ੔ཧ ςϨϏδϣϯ์ૹʹର͢ΔϢʔβʔͷ৺ཧ ςϨϏ཭Εͨ͠ਓ͕ͳͥςϨϏ͔Β཭Εͨͷ͔ ϕωϑΟοτ ςϨϏ൪૊͸໘ന͘ͳ͍ʢن੍ؚΉʣ ήʔϜ/SNS/ಈը഑৴ͷ΄͏͕໘ന͍ ίϯςϯπ ࣌ؒޮ཰͕ѱ͍ ݟ͍ͨ΋ͷɺ΍Γ͍ͨ͜ͱʹ͙͢ḷΓண͖͍ͨ ࢖͍উख ੜ׆࣌ؒΛ͋ΘͤΔͷ͕໘౗ ޷͖ͳ࣌ʹ޷͖ͳ͚ͩ࢖͍͍ͨ ͔࣌ؒΒͷղ์ ςϨϏ͕ͳ͍ͱݟΒΕͳ͍ ޷͖ͳ৔ॴͰݟ͍ͨ ৔ॴ͔Βͷղ์ ·ͱ·͕ͬͨ࣌ؒͳ͍ ୹͍࣌ؒͰָ͠Έ͍ͨ ͔࣌ؒΒͷղ์ ৘ใ͕ڱ͘Ԟߦ͖͕গͳ͍ͨΊࣗ෼ʹ͋Θͳ͍ ৘ใ͕๛෋Ͱɺࣗ෼ͷҙࢤͰબ୒͍ͨ͠ ίϯςϯπʗ࢖͍উख ςϨϏΛݟͳ͕Βผͷ͜ͱΛ͍͍ͯͨ͠ ෳ਺ͷ͜ͱΛಉ࣌ʹ͍ͨ͠ ࢖͍উख ΈΜͳ͕ݟ͍ͯΔ΋ͷΛݟͯڞ௨ͷ࿩୊ʹ৐Γ஗Εͨ͘ͳ͍ ΈΜͳ͕ݟ͍ͯΔ΋ͷ͕ςϨϏ͚ͩ͡Όͳ͘ͳͬͨ ςϨϏ͸ڞ༗΋ͮ͠Β͍ ಉ࣌ੑʗڞ༗ੑ ࠓى͖͍ͯΔχϡʔεΛ஌Γ͍ͨ ৘ใͷ৴པੑ͸ςϨϏʹ͋Δ͕ɺ YahooχϡʔεͳͲɺςϨϏҎ֎ͷഔମͷํ͕৘ใ͕ૣ͍ ใಓੑ ʢεϙʔπͳͲʣϦΞϧλΠϜͰָ͠Έ͍ͨ δϟϯϧͷଟ༷ੑ͕޿͕͍ͬͯΔ൓໘ɺ໢ཏੑ͕ͳ͍ʢχονδϟϯϧͳͲʣ ੜ์ૹੑ ແྉͰ࣭ͷྑ͍΋ͷΛݟΒΕΔʢNHK͸আ֎ʣ ੍ֹ݄ͷαʔϏεΑΓ΋ɺ޿ࠂ͋Γ͖Ͱ΋ແྉαʔϏεͰ࣭ͷߴ͍΋ͷ͕ݟ͍ͨ ແྉ
59. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ΠϯαΠτͷαϚϦ 🤔 ˔
    ࣌ؒ΍৔ॴΛؾʹͤͣɺࣗ෼ͷ౎߹ͷ͍͍λΠϛϯάͰ खܰʹΤϯλϝʹ;Ε͍ͨ
    ˔
    ࠓੈؒͰ࿩୊ʹͳ͍ͬͯΔࣄ৅Λ৴པੑͷ͋Δ৘ใݯ͔ Βड͚औΓ͍ͨ
    ˔
    ωοτ΍ςϨϏͰ͸ݟΒΕͳ͍໘ന͍΋ͷΛݟ͍ͨ
    ˔
    ࿩୊͕ੜ·Εͦ͏ͳ৽͍͠ϝσΟΞΛ࢖͓͖͍ͬͯͨ
    ˔
    ՋͭͿ͠ʹ࣌ؒ΍͓ۚɺ࿑ྗΛ͔͚ͨ͘ͳ͍ ϒϥϯυλʔήοτͷ
    ΠϯαΠτʹࢗ͞ΔՁ஋ͱ͸
60. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ CORE VALUE χϡʔε΋Τϯλϝ΋-*7&΋ɺ
    ΑΓࣗ༝ʹΑΓศརʹɻ
    ੈͷதͷ৽͍͠Λ૑Γଓ͚ΔɺະདྷͷςϨϏ
61. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ϒϥϯυϐϥϛουͷ࠶ఆٛ σδλϧϥΠϑΛૹΔਐาతͳਓʑ σδλϧٕज़ͷਐԽʹΑΔԸܙΛ฻Β͠ʹऔΓೖΕɺ ϥΠϑελΠϧΛΞοϓσʔτ͍ͯ͘͠ਓʑ ϒϥϯυλʔήο τ ৅௃తͳސ٬૾ ˔ ࣌ؒ΍৔ॴΛؾʹͤͣɺࣗ෼ͷ౎߹ͷ͍͍λΠϛϯάͰ खܰʹΤϯλϝʹ;Ε͍ͨ ˔ ࠓੈؒͰ࿩୊ʹͳ͍ͬͯΔࣄ৅Λ৴པੑͷ͋Δ৘ใݯ͔Βड͚औΓ͍ͨ ˔ ωο τ΍ςϨϏͰ͸ݟΒΕͳ͍໘ന͍΋ͷΛݟ͍ͨ ˔ ࿩୊͕ੜ·Εͦ͏ͳ৽͍͠ϝσΟΞΛ࢖͓͖͍ͬͯͨ ˔ ՋͭͿ͠ʹ࣌ؒ΍͓ۚɺ࿑ྗΛ͔͚ͨ͘ͳ͍ ΠϯαΠ τ ܹࢗ͢ΔຊԻ χϡʔε΋Τϯλϝ΋ LIVE ΋ɺΑΓࣗ༝ʹΑΓศརʹɻ ੈͷதͷ৽͍͠Λ૑Γଓ͚ΔɺະདྷͷςϨϏ ίΞόϦϡʔ Ұݴʹू໿ͨ͠Ձ஋ ˔ τϨϯ υηολʔ ˔ ֵ৽త ˔ ৘ใݯͱͯ͠৴པͰ͖Δ ˔ σδλϧωΠςΟϒͷཧղऀ ˔ ڞײʗ೤ڰΛੜΈग़͢ ˔ ੈքਫ४ͷΫϦΤΠλʔ ˔ ࢐৽ͳ ˔ ςϨϏΛѪ͢Δ ˔ ϓϩϑΣογϣφϧ ˔ Πϊϕʔλʔ ˔ ఻౷΍֨ࣜʹͱΒΘΕͳ͍ ˔ ਐาత ύʔιφϦςΟ ਓ֨Πϝʔδ ˔ ࢝ΊΔ͜ͱɺ ࢹௌ͢Δ͜ͱʹରͯ͠ɺ ख͕ܰ͋͞Γ৺ཧతϋʔυϧ͕গͳ͍ ˔ ࿩୊ɺ τϨϯ υΛ͓͑ͨ͞ଞͰ͸ݟΔ͜ͱ͕Ͱ͖ͳ͍ ൪૊Λָ͠Ή͜ͱ͕Ͱ͖Δ ˔ ࡞඼ɺ ൪૊Λ௨ͯ͠ɺ ଞऀͱίϛ ϡχέʔγϣϯ͠ͳ͕Βڞײ͋͑͠Δ ˔ ΫΦϦςΟ͕ߴ͍ϓϩίϯςϯπ͕ࢹௌͰ͖Δ ˔ ແྉͰखܰʹ࢝ΊΔ͜ͱ͕Ͱ͖Δ ˔ ࣗ෼ͷϥΠϑελΠϧʹ͋Θͤͯɺ ࢹௌ͢Δ͜ͱ͕Ͱ͖Δ ˔ ෺ཧతʹݟʹߦ͚ͳ͍ϥΠϒ΍ࢼ߹΋ݟΔ͜ͱ͕Ͱ͖Δ ˔ ଞ ʢωο τɺ ςϨϏʣ Ͱ͸ݟΔ͜ͱ͕Ͱ͖ͳ͍൪૊ΛࢹௌͰ͖ɺ ಘΔ͜ͱ͕Ͱ͖ͳ͍৘ใΛऔಘͰ͖Δ ϕωϑΟο τ ৺ཧతɾ෺ཧతͳศӹ Ϣʔβʔओޠͷ ஌֮Ձ஋ ϒϥϯυ ʢ"#&."ʣ ओޠͷ ஌֮Ձ஋ ˔ 24 ࣌ؒ 365 ೔໿ 20νϟϯωϧΛ 5 ೥ؒʹΘͨͬͯఏڙ ˔ εϚϗͰݟͯ΋෼͔Γ΍͍͢൪૊Λଟ਺ఏڙ ˔ ϊʔΧο τੜதܧʹ୅ද͞ΕΔ 24 ࣌ؒͷใಓମ੍ ˔ ঁࢠதߴੜͷ 3 ਓʹ 2 ਓ͸ݟ͍ͯΔ࿀Ѫ൪૊Λଟ਺อ࣋ ˔ ͜͜Ͱ͔͠ݟΒΕͳ͍ಠ઎ίϯςϯπΛଟ਺อ࣋ ˔ ΦϦδφϧ੍࡞ͷຑ੃ʗকعͳͲίΞδϟϯϧͷ഑৴ ˔ ϦΞϧλΠϜʗΦϯσϚϯ υΛϫϯϞσϧͰఏڙ ˔ νϟϯωϧ͸͢΂ͯແྉͰࢹௌՄೳ ˔ ձһొ࿥ෆཁͰແྉͰ࢖͑Δ ˔ ۀքΛϦʔ υ͢Δ UI/UX ΤϏσϯε ࿦ڌɾࣄ࣮ɾεϖοΫͱ ͳΔ΋ͷ ˔ ࠷େ 2.2Tbps ͷ഑৴࣮੷ ˔ ΞϓϦμ΢ϯϩʔυ਺ 6500 ສҎ্ / WAU1000 ສҎ্
62. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ࣄۀઓུʹ߹Θͤͯ
    Ξοϓσʔτͨ͠஌֮Ձ஋Λ
    ͲͷΑ͏ʹϢʔβʔʹಧ͚Δ͔ʁ 🤔
63. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ BAND CONCEPT VISION INNER BRANDING
    ΠϯφʔϒϥϯσΟϯά ʢࣾ಺޲͚ϝοηʔδʣ ϒϥϯσΟϯάͷ ମܥΠϝʔδ OUTER BRANDING Ξ΢λʔϒϥϯσΟϯά ʢϢʔβʔ͔Βͷݟ͑ํʣ MISSION VALUE BRAND PYRAMID BRAND CONCEPT CREATIVE CONCEPT ֤छΨΠυϥΠϯ VISION MISSION VALUE BRAND PYRAMID BRAND CONCEPT CREATIVE CONCEPT ֤छΨΠυϥΠϯ ϒϥϯυίϯηϓτͷࡦఆ
64. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ࣗ෼͚ͨͪͩͷ།ҰແೋͷʮࢤʯΛ
    ੈͷதʹ໿ଋ͢ΔͨΊͷ΋ͷ ϒϥϯυίϯηϓτͱ͸ ग़యɿIUUQTNBLJUBOJOFUTIJNBVNBQSPEVDUNBSLFUpU
65. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ SERVICE PERSONALITY ઌਐతͰ
    ܕʹϋϚΒͳ͍ύΠΦχΞ ڞײʗ೤ڰΛੜΈग़͢ ֵ৽త ৘ใݯͱͯ͠৴པͰ͖Δ σδλϧωΠςΟϒͷཧղऀ τϨϯυηολʔ ੈքਫ४ͷΫϦΤΠλʔ ࢐৽ͳ ςϨϏΛѪ͢Δ ϓϩϑΣογϣφϧ Πϊϕʔλʔ ఻౷΍֨ࣜʹͱΒΘΕͳ͍ ਐาత
66. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ SERVICE PERSONALITY ઌਐతͰ
    ܕʹϋϚΒͳ͍ύΠΦχΞ ڞײʗ೤ڰΛੜΈग़͢ ֵ৽త ৘ใݯͱͯ͠৴པͰ͖Δ σδλϧωΠςΟϒͷཧղऀ τϨϯυηολʔ ੈքਫ४ͷΫϦΤΠλʔ ࢐৽ͳ ςϨϏΛѪ͢Δ ϓϩϑΣογϣφϧ Πϊϕʔλʔ ఻౷΍֨ࣜʹͱΒΘΕͳ͍ ਐาత
67. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ϒϥϯυίϯηϓτͷݴޠԽ طଘͷՁ஋ΛΞοϓσʔτ͠ɺ
    ʮ৽͍͠ະདྷͷςϨϏʯΛ૑଄͢Δɻ
    ͦͷΞΠσΞ͸ৗࣝʹͱΒΘΕ͍ͯͳ͍͔ɻ
    ࣦഊΛॏͶΔͨͼʹ੒௕͠ɺ
    །Ұແೋͷଘࡏʹۙͮ͘ɻ
    ͋Δ࣌͸೤ڰΛੜΈɺ
    ͋Δ࣌͸ײಈΛੜΈग़͠ͳ͕Βɻ
    ৗʹ࣌୅ΛϦʔυ͠ɺ
    ੈքʹތΕΔϝσΟΞαʔϏεΛ໨ࢦ͢ɻ
68. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ϒϥϯυίϯηϓτͷݴޠԽ ίϯηϓτͷҙ༁ ཧ૝ͷঢ়ଶ ۩ମ طଘͷՁ஋ΛΞοϓσʔτ͠ɺ
    ʮ৽͍͠ະདྷͷςϨϏʯΛ૑଄͢Δɻ
    ͦͷΞΠσΞ͸ৗࣝʹͱΒΘΕ͍ͯͳ͍͔ɻ
    ࣦഊΛॏͶΔͨͼʹ੒௕͠ɺ
    །Ұແೋͷଘࡏʹۙͮ͘ɻ
    ͋Δ࣌͸೤ڰΛੜΈɺ
    ͋Δ࣌͸ײಈΛੜΈग़͠ͳ͕Βɻ
    ৗʹ࣌୅ΛϦʔυ͠ɺ
    ੈքʹތΕΔϝσΟΞαʔϏεΛ໨ࢦ͢ɻ
69. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ BRAND CONCEPT طଘͷՁ஋ΛΞοϓσʔτ͠ɺ ʮ৽͍͠ະདྷͷςϨϏʯΛ૑଄͢Δɻ ͦͷΞΠσΞ͸ৗࣝʹͱΒΘΕ͍ͯͳ͍͔ɻ ࣦഊΛॏͶΔͨͼʹ੒௕͠ɺ །Ұແೋͷଘࡏʹۙͮ͘ɻ ͋Δ࣌͸೤ڰΛੜΈɺ ͋Δ࣌͸ײಈΛੜΈग़͠ͳ͕Βɻ ৗʹ࣌୅ΛϦʔυ͠ɺ ੈքʹތΕΔϝσΟΞαʔϏεΛ໨ࢦ͢ɻ Change, New Standard.
70. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ VISION INNER BRANDING
    ΠϯφʔϒϥϯσΟϯά ʢࣾ಺޲͚ϝοηʔδʣ ϒϥϯσΟϯάͷ ମܥΠϝʔδ OUTER BRANDING Ξ΢λʔϒϥϯσΟϯά ʢϢʔβʔ͔Βͷݟ͑ํʣ MISSION VALUE BRAND PYRAMID BRAND CONCEPT CREATIVE CONCEPT ֤छΨΠυϥΠϯ VISION MISSION VALUE BRAND PYRAMID BRAND CONCEPT CREATIVE CONCEPT ֤छΨΠυϥΠϯ CREATIVE CONCEPT ΫϦΤΠςΟϒίϯηϓτͷࡦఆ
71. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ϒϥϯυΛମݱ͢ΔͨΊͷɺ
    ΫϦΤΠςΟϒʹ͓͚Δίϯηϓτ ΫϦΤΠςΟϒίϯηϓτͱ͸ ग़యɿIUUQTNBLJUBOJOFUTIJNBVNBQSPEVDUNBSLFUpU
72. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ΫϦΤΠςΟϒίϯηϓτ͕ॏཁʹͳΔηΫγϣϯ ίϯςϯπ άϥϑΟοΫ
    ʗө㒢 ϓϩμΫτ σϦόϦʔ
73. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ϒϥϯυίϯηϓτΛମݱ͢ΔͨΊʹඞཁͳ͜ͱ ৽͍͠Ձ஋Λ૝㒢͢Δ
    اըʹνϟϨϯδ͍ͯ͠Δ ܕʹ͸·Βͣɺਓͷ৺Λ
    ಈ͔͠ଓ͚ΔͨΊͷ
    ΫϦΤΠγϣϯ ਓΛऒ͖͚ͭΔͨΊʹ
    ϢχʔΫͰ͋Γଓ͚Δ ຊ࣭Λ͖ͭ
    ෼͔Γ΍͘͢໌շͳ
    ΞΠσΞ มԽΛָ͠Έ
    ৗʹ৽͍͠ελϯμʔυΛ
    ੜΈग़͠ଓ͚Δ ৗʹϢʔβʔͷ
    ৺Λಈ͔͢࢓ֻ͚Λ
    ૑଄͍ͯ͠Δ ચ࿅͞Εͨൃ૝Ͱ
    ৽͍͠ελϯμʔυΛ
    ੜΈग़͢ ܕʹϋϚΒͣ৺ʹ௚઀ڹ͘
    ৽͍͠Ϣʔβʔମݧ
    Λఏڙ͢Δ ίϯςϯπ άϥϑΟοΫʗө㒢 ϓϩμΫτ σϦόϦʔ ৽͍͠Ձ஋ ໨ࢦ͢΂͖
    ཧ૝ͷঢ়ଶ ͦͷͨΊʹ
    ඞཁͳ͜ͱ Ωʔϫʔυ ௅ઓ ຊ࣭ ໌շ͞ ચ࿅ ελϯμʔυ ৺ʹڹ͘ ௚઀త
74. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ CREATIVE CONCEPT ෼͔Γ΍͕͋͢͞Δ͔ ͦͷΞΠσΞ͸ຊ࣭Λ͖ͭɺ
    ચ࿅͞Ε͍ͯΔ͔ɻ
    ͦͷΞΠσΞ͸୭ʹͰ΋఻ΘΔΑ͏ɺ
    ໌շʹຏ͖͍͋͛ͯΔ͔ɻ
    ͦͷΞΠσΞʹᐆດ͞͸ͳ͘ɺ
    ৺ʹ௚઀ڹ͘΋ͷ͔ɻ
    ͦͯ͠ɺ৽͍͠Ձ஋Λ૑଄͍ͯ͠Δ͔—ɻ ຊ࣭తͳ՝୊ղܾ͔ ௚઀త͔ Ձ஋Λ૑଄͍ͯ͠Δ͔
75. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ CREATIVE CONCEPT Smart Clear Direct ͦͷΞΠσΞ͸ຊ࣭Λ͖ͭɺ ચ࿅͞Ε͍ͯΔ͔ɻ ͦͷΞΠσΞ͸୭ʹͰ΋఻ΘΔΑ͏ɺ ໌շʹຏ͖͍͋͛ͯΔ͔ɻ ͦͷΞΠσΞʹᐆດ͞͸ͳ͘ɺ ৺ʹ௚઀ڹ͘΋ͷ͔ɻ ͦͯ͠ɺ ৽͍͠Ձ஋Λ૑଄͍ͯ͠Δ͔ Šɻ
76. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ VISION INNER BRANDING
    ΠϯφʔϒϥϯσΟϯά ʢࣾ಺޲͚ϝοηʔδʣ ϒϥϯσΟϯάͷ ମܥΠϝʔδ OUTER BRANDING Ξ΢λʔϒϥϯσΟϯά ʢϢʔβʔ͔Βͷݟ͑ํʣ MISSION VALUE BRAND PYRAMID BRAND CONCEPT CREATIVE CONCEPT ֤छΨΠυϥΠϯ VISION MISSION VALUE BRAND PYRAMID BRAND CONCEPT CREATIVE CONCEPT ֤छΨΠυϥΠϯ ֤छΨΠυϥΠϯ ϒϥϯυγϯϘϧͷΞοϓσʔτٴͼ
    ֤छΨΠυϥΠϯͷࡦఆ
77. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ VISION MISSION VALUE BRAND PYRAMID BRAND CONCEPT CREATIVE CONCEPT ֤छΨΠυϥΠϯ ͜ΕΒ͢΂ͯͷࢥ૝Λ
    ֤ϒϥϯυγϯϘϧʹམͱ͠ࠐΈ
    ΨΠυϥΠϯԽ͍ͯ͘͠
78. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ LOGOTYPE ʮ৽͍͠ະདྷͷςϨϏʯΛҹ৅෇͚ΔͨΊʹ͋͑ͯ ʮ'VUVSFʯͷ࢝·ΓΛେจࣈͰڧௐɻಛผͳҹ৅Λ༩͑Δ ͨΊʹैདྷͷΧϥʔ͸ͦͷ··ʹɺॎ૊ΈͰ΋ҹ৅ڧ͘࢒Δ Α͏ʹλάϥΠϯͷจࣈαΠζΛมߋɻ
79. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ SOUND LOGO ैདྷΛ౿ऻͨܰ͠΍͔ͳಈ͖ͰΤϯλϝײΛԋग़ɻ
    ͦΕͧΕͷจࣈ͕ಛ௃తʹಈ͘͜ͱͰ"#&."͕༗͢Δଟछ ଟ༷ͳίϯςϯπΛදݱɻࣃ੾Εͷྑ͍α΢ϯυͰ$.ͷ಄ͱ ͯ͠ͷܨ͕Γ΍͢͞ॏࢹ͠ɺԻͰα΢ϯυʹߴ௿ࠩΛग़͢͜ ͱͰࣖʹ࢒Γ΍͍͢ઃܭͱͨ͠ɻ
80. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ BRAND COLOR ʮ"#&."ʯΛָ͠ΉͨΊʹଟ༷Խ͢ΔσόΠε΍ςϨϏΛ ײͤ͡͞ΔϞχλʔͷޫΛάϥσʔγϣϯͱޫ୔Ͱදݱɻै དྷͷࠇϕλͱൺֱͯ͠ΑΓϦον͞Λڧௐ͠ɺʮ"#&."ʯ ͕༗͢Δଟछଟ༷ͳίϯςϯπͱϝσΟΞαʔϏεͱͯ͠ͷ ৴པײΛදݱɻ
    ΞΠίϯ΍άϥϑΟοΫͷഎܠʹ࢖༻ɻ
81. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ "#&."
    #3"/%
    (6*%&-*/&4
82. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ 5 ͜Ε͔Βͷ"#&."
83. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸
84. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸
85. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ࣄۀઓུ͸
    ࢢ৔ͷมԽʹରͯ͠ɺৗʹਐԽ͠ଓ͚Δ ग़యɿIUUQTVOTQMBTIDPNQIPUPT%3[:.UBFW" Problem
86. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ఆٛͯ͠ऴΘΓͰ͸ͳ͍ ࣄۀઓུʷϢʔβʔ઀఺ʹ
    Ұ؏ੑΛ࣋ͨͤΔ ϒϥϯυࢥ૝Λ
    ఆٛͨ͠ 🙅 🙆
87. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ৽͍͠ະདྷͷςϨϏ
88. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ৔ॴ͔Βͷղ์ डಈతࢹௌମݧ ମݧͷڞ༗ੑ
    ྲྀߦΛੜΈग़͢ྗ l΄΅zಉ࣌ੑ ৽͍͠ະདྷͷςϨϏ ແྉͰָ͠ΊΔ
89. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ৔ॴ͔Βͷղ์ डಈతࢹௌମݧ ମݧͷڞ༗ੑ
    ྲྀߦΛੜΈग़͢ྗ l΄΅zಉ࣌ੑ ແྉͰָ͠ΊΔ ͜ΕΒશͯͷϢʔβʔ઀఺ʹ
    Ұ؏ੑΛ͍࣋ͨͤͯ͘
90. SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ϒϥϯυࢥ૝ͷ૊৫ਁಁ Ϣʔβʔ͕ࣗΒޠΔϨϕϧ·Ͱ
    ϒϥϯυΛৢ੒͢Δ ࣄۀઓུͱҰؾ௨؏ͷΫϦΤΠςΟϏςΟΛൃش