ブランドポートフォリオ戦略 基礎編 / Brand Portfolio(basic)

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1. CONFIDENCIAL v1.1 - 2021.05.26 PUBLIC BRAND PORTFOLIO STUDY kagi-kakko ϒϥϯυɾϙʔτϑΥϦΦઓུ
   جૅฤ جװࣄۀʹର͢Δ৽نࣄۀͷ໾ׂΛఆٛ͢Δ̏ͭͷ෼ذ఺
2. CONFIDENCIAL kagi-kakko PUBLIC STUDY BRAND PORTFOLIO CONFIDENCIAL kagi-kakko PUBLIC STUDY Photo by Wojciech Then on Unsplash 2 CONFIDENCIAL INDEX ɹຊࢿྉͷ໨త
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   ઓུࡦఆͷͨΊͷϦαʔν PUBLIC STUDY kagi-kakko
3. CONFIDENCIAL kagi-kakko PUBLIC STUDY BRAND PORTFOLIO CONFIDENCIAL kagi-kakko PUBLIC STUDY Photo by Jehyun Sung on Unsplash 3 CONFIDENCIAL INDEX PUBLIC STUDY ɹຊࢿྉͷ໨త
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   ઓུࡦఆͷͨΊͷϦαʔν kagi-kakko
4. CONFIDENCIAL PUBLIC STUDY BRAND PORTFOLIO kagi-kakko 4 ϒϥϯυɾϙʔτϑΥϦΦʹ͍ͭͯݕ౼ͨ͜͠ͱ͸͋Γ·͔͢ʁ INDEX ɹຊࢿྉͷ໨త
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   ઓུࡦఆͷͨΊͷϦαʔν
5. kagi-kakko CONFIDENCIAL PUBLIC STUDY BRAND PORTFOLIO 5 PREMISE APPENDIX ϒϥϯυɾϙʔτϑΥϦΦઓུͱ͸ ϒϥϯυɾϙʔτϑΥϦΦઓུͱ͸ɺ೔ຊͷϒϥϯυ࣮຿ʹଟେͳӨڹΛ༩͑ଓ͚ΔσΠϏοτɾΞʔΧʔʹΑͬͯ೥ʹఏҊ͞Εͨʠෳ਺ͷϒϥϯυؒͷؔ ܎Λ੔උ͢Δ͜ͱͰɺϦεΫΛܰݮ͠ɺγφδʔΛଅਐ͢ΔʡͨΊͷํ๏࿦Ͱ͢ɻϒϥϯυɾϙʔτϑΥϦΦͷࢹ఺Λ࣋ͭ͜ͱͰɺ֤ϒϥϯυʹର͢Δ༧ࢉ഑෼ ͕໌֬ʹͳΓɺࢢ৔ͷมԽ΁ͷରԠྗ͕ߴ·Γɺاۀϒϥϯυ͕࣋ͭજࡏతͳಠࣗੑΛ׆͔͢͜ͱ͕Ͱ͖Δͱ͞Ε͍ͯ·͢ɻ ෳ਺ϒϥϯυؒͷγφδʔΛੜΈग़͢ํ๏࿦ INDEX ɹຊࢿྉͷ໨త
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   ઓུࡦఆͷͨΊͷϦαʔν
6. CONFIDENCIAL PUBLIC STUDY BRAND PORTFOLIO kagi-kakko 6 Photo by Tyler Nix on Unsplash ݕ౼߲໨ʗม਺͕ଟ͗ͯ͢ɺ࣮ફ೉౓͕ߴ͍ʂ AND INDEX ɹຊࢿྉͷ໨త
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   ઓུࡦఆͷͨΊͷϦαʔν ΞʔΧʔ͕ఏࣔ͢ΔϒϥϯυɾϙʔτϑΥϦΦઓུࡦఆͷϙΠϯτ  ϙʔτϑΥϦΦ͸γφδʔΛੜΜͰ͍Δ͔ɻ͢ͳΘͪɺ֤ϒϥϯυ͸ڠྗ͠߹ͬͯଞͷϒϥϯυΛࢧԉ ·ͨ͸ڧԽ͍ͯ͠Δ͔ɻ֤ϒϥϯυ͸੡඼ࢢ৔ͷશൠʹΘͨͬͯҰ؏ੑ͕͋Δ͔ɻϒϥϯυߏஙࢿݯ͸ ֤ϒϥϯυʹ࠷దʹׂΓ౰ͯΒΕ͍ͯΔ͔ɻকདྷͷઓུϒϥϯυ΍େ੾ͳ໾ׂΛ୲͏ϒϥϯυ͸ɺׂΓ ౰ͯΒΕͨ໾ׂΛ਱ߦ͢ΔͨΊͷద౰ͳࢿݯΛ෇༩͞Ε͍ͯΔ͔ɻ
    ͢΂ͯͷϒϥϯυ͕े෼ʹ׆༻͞Ε͍ͯΔ͔ɻ֤ϒϥϯυ͸ɺΤΫΠςΟΛই͚ͭΔ͜ͱͳ͘ਫฏํ޲ ·ͨਨ௚ํ޲ʹ֦ு͞ΕΔ͔ɻকདྷͷ੒௕ϓϥοτϑΥʔϜ͕ߏங͞Εͭͭ͋Δ͔ɻ
    ֤ϒϥϯυɺಛʹυϥΠόʔͷ໾ׂΛ࣋ͬͨϒϥϯυ͕ؔ࿈ੑΛࣦ͍ͬͯͳ͍͔ɻ֤ϒϥϯυ͸ࢢ৔μ ΠφϛΫεʹదԠ͍ͯ͠Δ͔ɻ৽ͨͳΧςΰϦ΍αϒΧςΰϦΛ૑଄͢Δػձ͸͋Δ͔ɻ
    ֤ϒϥϯυ͸ɺͦΕͧΕͷ໾ׂΛ਱ߦ͢Δ͚ͩͷྗ͕͋Δ͔ɻे෼ͳ׆ྗͱ࣋ٱྗΛ͍࣋ͬͯΔ͔ɻࠩ ผԽ͸े෼͔ɺ·ͨɺͦΕ͸࣋ଓՄೳՄೳͳ΋ͷ͔ɻ
    ސ٬ʹͱͬͯɺ໌֬͞͸͋Δ͔ɻ͋Δ͍͸঎඼͕ࠞཚ͠ɺࡶવͱ͍ͯ͠ͳ͍͔ɻ
    Ͳͷϒϥϯυ͕ઓུϒϥϯυ͔ɿݱࡏ·ͨ͸কདྷʹΘͨͬͯॏཁͳऩӹݯͱͳΔϒϥϯυɺ΋͘͠͸ς ίͷࢹ఺ͱͳΔج఺ϒϥϯυ͔ɻ
    Ͳͷϒϥϯυ·ͨ͸αϒϒϥϯυ͕ϒϥϯυ׆ੑԽཁૉͷ໾ׂΛ୲͍ͬͯΔ͔ʢ·ͨ͸୲͏΂͖͔ʣɻ ৽ͨͳ௥Ճ͸ඞཁ͔ɻͦͷ໾ׂΛ୲ΘͤΔͨΊʹɺϒϥϯυԽ͞Ε͍ͯΔطଘͷ΋ͷΛύοέʔδԽ͢ Δ͜ͱ͸Ͱ͖Δ͔ɻ·ͨ͸ɺ৽͍͠ϓϩάϥϜ͕ඞཁ͔ɻϒϥϯυఏܞͷඞཁ͸͋Δ͔ɻ
    Ͳͷϒϥϯυ׆ੑԽཁૉ͕େ͖ͳΠϯύΫτΛൿΊ͍ͯΔ͔ɻͦΕ͸ɺͲͷΑ͏ʹ࣮ݱՄೳ͔ɻͦΕΛ अຐ͢ΔΑ͏ͳ૊৫্ͷ໰୊͸ͳ͍͔  Ͳͷϒϥϯυ׆ੑԽཁૉΛ༏ઌ͢Δ΂͖͔ɻͲΕΛγϧόʔϒϨοτɾϒϥϯυʹ͢Δ΂͖͔ɻ
    ϑϥϯΧʔɾϒϥϯυ͸ඞཁ͔ɻͦΕ͸ͳ͔ͥɻڴҖ͸Կ͔ɻϑϥϯΧʔͷ໾ׂΛ୲͏ͷʹɺطଘϒϥ ϯυ͸࢖͑Δ͔ɻ͋Δ͍͸ɺ৽͍͠ϒϥϯυ͕ඞཁ͔ɻ
    ઓུతγϧόʔϒϨοτɾϒϥϯυɺϒϥϯυ׆ੑԽཁૉɺ͓ΑͼϑϥϯΧʔɾϒϥϯυ͸Լࢧ͑͞Εɺ ੵۃతʹϚωδϝϯτ͞Ε͍ͯΔ͔ɻ
    Ͳͷϒϥϯυ͕ΩϟογϡΧ΢ͷ໾ׂΛ୲͏΂͖͔ɻͦΕΒ͸ɺݱࡏׂΓ౰ͯΒΕ͍ͯΔࢿݯΛຊ౰ʹ ඞཁͱ͍ͯ͠Δ͔ɻ
    υϥΠόʔͱͯ͠ॏཁͳ໾ׂΛ୲͍ͬͯΔϒϥϯυ΍αϒϒϥϯυΛಛఆ͢ΔɻͦΕΒ͸Ͳͷఔ౓ͷΤ ΫΠςΟΛ͍࣋ͬͯΔ͔ɻސ٬ͱͷͭͳ͕Γ͸Ͳͷ͘Β͍ͷڧ͔͞ɻͲͷϒϥϯυɾάϧʔϓ͕ੵۃత ͳϚωδϝϯτͱϒϥϯυߏஙΛඞཁͱ͍ͯ͠Δ͔ɻ
    αϒϒϥϯυΛಛఆ͠ɺυϥΠόʔͱσΟεΫϦϓλʔΛ྆ۃͱ͢Δ࣠Λ࢖ͬͯධՁ͢ΔɻධՁͷ݁ ՌɺͦΕΒͷαϒϒϥϯυ͸ద੾ͳྔͷࢿݯͱϚωδϝϯτΛड͚͍ͯΔ͔ɻσΟεΫϦϓλʔʹ֨Լ ͛͢΂͖αϒϒϥϯυ͸ͳ͍͔ɻ
    طଘͷΤϯυʔαʔɾϒϥϯυ͸ɺΤϯυʔαʔͱͯ͠ͷՁ஋Λ͖ͪΜͱ෇Ճ͍ͯ͠Δ͔ɺ΋͘͠͸ͦ ͷՁ஋Λམͱ͍ͯ͠ͳ͍͔ɻͦΕΒͷΞΠσϯςΟςΟ͸໾ׂʹ;͞Θ͍͠΋ͷ͔ɻจ຺ʹΑͬͯ͸ɺ ͦΕΒͷΤϯυʔαʔͱͯ͠ͷ໾ׂΛݮΒͨ͠ΓऔΓআ͍ͨΓ͢΂͖͔ɻҰํɺΤϯυʔαʔΛ௥Ճ͠ ͨΓɺΑΓ໌֬ʹදݱͨ͠Γ͢΂͖ଞͷจ຺͸ͳ͍͔ɻ
   ʰϒϥϯυɾϙʔτϑΥϦΦઓུʱͷQͷ߲໨ΛҰ෦ൈਮ
7. CONFIDENCIAL PUBLIC STUDY BRAND PORTFOLIO kagi-kakko 7 BUT ̏ͭͷ࣭໰ʹ౴͑Δ͚ͩͰɺϒϥϯυɾϙʔτϑΥϦΦͷํ޲ੑ͕ݟ͑Δͱͨ͠Βʁ INDEX ɹຊࢿྉͷ໨త
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   ઓུࡦఆͷͨΊͷϦαʔν
8. CONFIDENCIAL PUBLIC STUDY BRAND PORTFOLIO kagi-kakko 8 THEREFORE ຊࢿྉͰ͸ɺ৽نࣄۀ্ཱͪ͛ͷ৔໘ʹݶఆͯ͠ɺ
   جװࣄۀͰੵΈ্͛ͨϒϥϯυࢿ࢈Λ׆͔͢ࢦ਑͕ಘΒΕΔ̏ͭͷ෼ذ఺ΛఏҊ͠·͢ ˞ ຊࢿྉͰ͸ɺ্هͷ௨Γɺʮ৽نࣄۀ্ཱͪ͛ʯͷ৔໘Λ·ͣ૝ఆ͓ͯ͠Γ·͕͢ɺ
   ͢Ͱʹෳ਺ϒϥϯυΛ๊͑Δձ༷ࣾͷϒϥϯυɾϙʔτϑΥϦΦ੔ཧʹ΋ࣔࠦͷ͋Δ಺༰ͱͳ͍ͬͯ·͢ɻ INDEX ɹຊࢿྉͷ໨త
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   ઓུࡦఆͷͨΊͷϦαʔν
9. CONFIDENCIAL kagi-kakko PUBLIC STUDY BRAND PORTFOLIO CONFIDENCIAL kagi-kakko PUBLIC STUDY 9 CONFIDENCIAL Photo by Adventure 1850673 on Unsplash PUBLIC STUDY INDEX ɹຊࢿྉͷ໨త
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   ઓུࡦఆͷͨΊͷϦαʔν kagi-kakko
10. CONFIDENCIAL PUBLIC STUDY BRAND PORTFOLIO kagi-kakko 10 QUESTION 1 ෼ذ఺̍ YES NO YES NO YES NO ϙδγϣχϯάΛ
    ڞ༗͍ͯ͠Δ͔ MASTER BRAND QUESTION 2 SUB BRAND QUESTION 3 ENDORSED BRAND FREE STANDING BRAND 451ʹ͓͚ΔʮϙδγϣχϯάʯΛڞ༗͍ͯ͠Δ͔Ͳ͏͔͕ɺϒϥϯυɾϙʔτϑΥϦΦࡦఆʹ͓͚Δ࠷ॳͷผΕಓͰ͢ɻ
    جװࣄۀͱϙδγϣχϯάΛڞ༗͢Δ৽نࣄۀ͸ɺଟ͘ͷ৔߹ɺجװࣄۀͷΞοϓηϧɾΫϩεηϧΛଅ͠ɺ౰֘ϒϥϯυͷ-57ΛߴΊΔ໾ׂΛ୲͍·͢ɻ
    ΞʔΧʔͷϒϥϯυɾϙʔτϑΥϦΦઓུͰ͸ɺ͜ͷΑ͏ͳࣄۀؒͷؔ܎ੑΛʮϚελʔϒϥϯυઓུʯͱݺͼ·͢ɻ ৽نࣄۀ͸جװࣄۀͱϙδγϣχϯάΛڞ༗͍ͯ͠Δ͔ ϒϥϯυɾϙʔτϑΥϦΦͷํ޲ੑΛݟఆΊΔ̏ͭͷ࣭໰ INDEX ɹຊࢿྉͷ໨త
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    ઓུࡦఆͷͨΊͷϦαʔν
11. CONFIDENCIAL PUBLIC STUDY BRAND PORTFOLIO kagi-kakko 11 MASTER BRAND Ϛελʔϒϥϯυઓུͱ͸ Ϛελʔϒϥϯυઓུͷ͜ͱΛɺΞʔΧʔ͸ʮಉډ͢ΔՈ଒ͷҰһͷΑ͏ͳ΋ͷʯͱදݱ͓ͯ͠Γɺଟ͘ͷফඅऀʹ͸ʮҰͭͷϒϥϯυʯͱೝࣝ͞Ε͍ͯ·͢ɻ ྫ͑͹#.8͸ʮۦ͚ൈ͚Δتͼʯͱ͍͏ϙδγϣχϯάΛڞ༗͢Δɺଟ͘ͷϒϥϯυΛ߹Θͤͯఏڙ͢Δ͜ͱͰɺͦͷϙδγϣϯΛڧݻͳ΋ͷͱ͍ͯ͠·͢ɻ
    ຊઓུ͸ɺϒϥϯυࢿ࢈ͷԸܙΛ࠷΋ड͚ΒΕΔҰํͰɺ֤ϒϥϯυͷෛͷӨڹ΋΋Ζʹड͚ɺ·ͨࣄۀͷϐϘοτ͕ͮ͠Β͍ͱ͍͏σϝϦοτ͕͋Γ·͢ɻ ϨόϨοδ͕࠷΋ޮ͖ɺಉ࣌ʹϦεΫ΋࠷΋ߴ͍ INDEX ɹຊࢿྉͷ໨త
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    ઓུࡦఆͷͨΊͷϦαʔν
12. CONFIDENCIAL PUBLIC STUDY BRAND PORTFOLIO kagi-kakko 12 QUESTION 2 ෼ذ఺̎ ୈ̎ͷ෼ذ఺͸ɺʮλʔήοτʯΛڞ༗͍ͯ͠Δ͔Ͳ͏͔ɺͰ͢ɻ
    جװࣄۀͱʢϙδγϣχϯά͸ҟͳΔ͕ʣλʔήοτΛڞ༗͢Δ৽نࣄۀ͸ɺجװࣄۀ͕ڝ߹ϒϥϯυͱͷڝ૪Λ༗རʹਐΊΔͨΊͷิॿతͳ໾ׂΛ୲͍·͢ɻ
    ΞʔΧʔͷϒϥϯυɾϙʔτϑΥϦΦઓུͰ͸ɺ͜ͷΑ͏ͳࣄۀؒͷؔ܎ੑΛʮαϒϒϥϯυઓུʯͱݺͼ·͢ɻ ৽نࣄۀ͸جװࣄۀͱλʔήοτΛڞ༗͍ͯ͠Δ͔ ϙδγϣχϯάΛ
    ڞ༗͍ͯ͠Δ͔ λʔήοτΛ
    ڞ༗͍ͯ͠Δ͔ QUESTION 3 YES NO YES NO YES NO MASTER BRAND SUB BRAND ENDORSED BRAND FREE STANDING BRAND ϒϥϯυɾϙʔτϑΥϦΦͷํ޲ੑΛݟఆΊΔ̏ͭͷ࣭໰ ɹຊࢿྉͷ໨త
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    ઓུࡦఆͷͨΊͷϦαʔν INDEX
13. CONFIDENCIAL PUBLIC STUDY BRAND PORTFOLIO kagi-kakko 13 SUB BRAND αϒϒϥϯυઓུͱ͸ αϒϒϥϯυઓུͷ͜ͱΛɺΞʔΧʔ͸ʮ๚໰தɺ΋͘͠͸ॅΈࠐΈͷ਌ੰʯͱදݱ͓ͯ͠Γɺফඅऀʹ͸ʮʢϚελʔϒϥϯυ͕ʣ͋Δػೳ΍໨తʹಛԽͨ͠ ϒϥϯυʯͱೝࣝ͞Ε͍ͯ·͢ɻྫ͑͹ίΧɾίʔϥ͸ɺΤφδʔυϦϯΫΧςΰϦʔʹʮίΧɾίʔϥ
    Τφδʔʯ΍ɺμΠΤοτҿྉΧςΰϦʔʹʮίΧɾίʔ ϥ
    θϩʯΛൢച͍ͯ͠·͢ɻຊઓུ͸ओʹɺλʔήοτ͕جװࣄۀΛ࿈૝͢Δ੾ΓޱΛ૿΍͢͜ͱͰɺڝ߹ʹސ٬͕ୣΘΕΔϦεΫΛݮΒͨ͢ΊʹߦΘΕ·͢ɻ جװࣄۀ͕࿈૝͞ΕΔ੾ΓޱΛ૿΍͢ ɹຊࢿྉͷ໨త
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    ઓུࡦఆͷͨΊͷϦαʔν INDEX
14. CONFIDENCIAL PUBLIC STUDY BRAND PORTFOLIO kagi-kakko 14 QUESTION 3 ෼ذ఺ ϙδγϣχϯάΛ
    ڞ༗͍ͯ͠Δ͔ λʔήοτΛ
    ڞ༗͍ͯ͠Δ͔ Πϝʔδͱ
    ؔ࿈ੑ͕͋Δ͔ YES NO YES NO YES NO MASTER BRAND SUB BRAND ENDORSED BRAND FREE STANDING BRAND ࠷ޙͷ෼ذ఺͸ɺʮʢϒϥϯυʣΠϝʔδʯͱؔ࿈ੑ͕͋Δ͔ɺͰ͢ɻ
    ͦͯ͠ʮΠϝʔδʯͱݴͬͯ΋ɺಛʹجװࣄۀͷʮ৴པʯʹؔΘΔΠϝʔδ͕ಛʹॏཁͳ࿦఺ͱͳΓ·͢ɻ
    ΞʔΧʔͷϒϥϯυɾϙʔτϑΥϦΦઓུͰ͸ɺ͜ͷΑ͏ͳࣄۀؒͷؔ܎ੑΛʮΤϯυʔευϒϥϯυઓུʯͱݺͼ·͢ɻ ৽نࣄۀ͸جװࣄۀ͕࣋ͭΠϝʔδͱؔ࿈ੑ͕͋Δ͔ ϒϥϯυɾϙʔτϑΥϦΦͷํ޲ੑΛݟఆΊΔ̏ͭͷ࣭໰ ɹຊࢿྉͷ໨త
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    ઓུࡦఆͷͨΊͷϦαʔν INDEX
15. CONFIDENCIAL PUBLIC STUDY BRAND PORTFOLIO kagi-kakko 15 ENDORSED BRAND Τϯυʔευϒϥϯυઓུͱ͸ ϚελʔϒϥϯυʢPS
    اۀϒϥϯυʣͷ৴པΛ׆͔͢ Τϯυʔευϒϥϯυઓུͷ͜ͱΛɺΞʔΧʔ͸ʮྡՈʯͱදݱ͍ͯ͠·͢ɻΤϯυʔευʢ&OEPSTFEʣ͸ʮอূ෇͖ʯͱ͍͏ҙຯΛࢦ͠ɺফඅऀʹ͸ʮʢ͋ ͷϚελʔϒϥϯυ͕ఏڙݩ͔ͩΒʣ৴པͰ͖Δʯͱೝࣝ͞Ε͍ͯ·͢ɻྫ͑͹ΫϥϑτϘε͸ɺ؈ίʔώʔͷ#044ͱλʔήοτ͸ڞ༗͍ͯ͠·ͤΜ͕ɺ#044 ͱ͍͏Ϛελʔϒϥϯυ͕ΤϯυʔαʔͱͳΓʮʢຯͷബ͞ͱ͸ผʹʣ඼࣭͸৴པͰ͖Δʯͱ͍͏ೝ஌͕લఏʹ͋ͬͨͷͰɺࢢ৔Λ֦େ͢Δ͜ͱ͕Ͱ͖·ͨ͠ɻ ɹຊࢿྉͷ໨త
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    ઓུࡦఆͷͨΊͷϦαʔν INDEX
16. CONFIDENCIAL PUBLIC STUDY BRAND PORTFOLIO kagi-kakko 16 FREE STANDING BRAND ϑϦʔελϯσΟϯάϒϥϯυઓུͱ͸ ϑϦʔελϯσΟϯάϒϥϯυઓུ͸ɺ͍Θ͹ʮશ͘ͷଞਓʯͰ͢ɻফඅऀʹ͸ɺ౰֘اۀ͕ఏڙ͢Δଞͷϒϥϯυͱͷͭͳ͕ΓΛ·ͬͨ͘ೝ஌͞Ε͍ͯ·ͤΜɻ جװࣄۀ͕֫ಘ͍ͯ͠Δϒϥϯυࢿ࢈ͷԸܙΛड͚ΒΕͳ͍୅ΘΓʹɺجװࣄۀ͔ΒͷӨڹΛड͚ͣʹઓུΛࡦఆɾ࣮ߦ͢Δ͜ͱ͕Ͱ͖·͢ɻྫ͑͹ɺ1(͸։ ୓ࡁΈͷൢ࿏΍ࣗࣾʹ஝ੵ͞ΕͨϚʔέςΟϯάφϨοδ͕๛෋ʹ͋ΔͨΊɺϒϥϯυؒͰࢿ࢈Λڞ༗͢ΔΑΓ΋ࣗ༝౓ΛߴΊͨํ͕Α͍ͷͰ͢ɻ ౰֘ϒϥϯυͷઓུతࣗ༝౓Λ༏ઌ͢Δ ɹຊࢿྉͷ໨త
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    ઓུࡦఆͷͨΊͷϦαʔν INDEX
17. CONFIDENCIAL kagi-kakko PUBLIC STUDY BRAND PORTFOLIO 17 CONFIDENCIAL Photo by Delfi De La Rua on Unsplash STUDY PUBLIC INDEX ɹຊࢿྉͷ໨త
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    ઓུࡦఆͷͨΊͷϦαʔν kagi-kakko
18. CONFIDENCIAL PUBLIC STUDY BRAND PORTFOLIO kagi-kakko 18 APPENDIX Ϛελʔϒϥϯυઓུͷਫ਼౓ΛߴΊΔͨΊͷϦαʔν Ϛελʔϒϥϯυઓུͷ਱ߦʹ͋ͨͬͯ͸ɺ451Ͱ͸ʮϙδγϣχϯάʯͷલஈʹ͋ͨΔʮλʔήοτʯͷՁ஋؍Λ໌Β͔ʹ͢Δ͜ͱͰ๛෋ͳ͕ࣔࠦಘΒΕ·͢ɻ
    Ձ஋؍ௐࠪʹ͋ͨͬͯ͸ɺγϟϩϯɾγϡϫϧπͷՁ஋؍Ϟσϧʹج͍ͮͨௐ͕ࠪ༗ޮͰ͢ɻྫ͑͹͋ΔݚڀͰ͸ɺಛఆͷՁ஋؍Λ࣋ͭਓ͕঎඼ͷಛఆͷϥϕϧ ʢ؀ڥ഑ྀɺಈ෺෱ࢱͳͲʣʹର͠ɺΑΓߴ͍ࢧ෷ҙࢥֹΛఏࣔ͢Δ͜ͱΛ໌Β͔ʹ͍ͯ͠·͢ɻ4%(Tͷॏཁੑͱͱ΋ʹɺՁ஋؍ௐࠪͷॏཁੑ΋૿͍ͯ͠·͢ɻ ϙδγϣχϯάਫ਼ࠪͷͨΊͷλʔήοτՁ஋؍ௐࠪ ͞Βʹৄ͘͠஌Γ͍ͨํ͸ɺࢿྉఏڙऀʹ͓໰͍߹Θ͍ͤͩ͘͞ Ձ஋؍ηάϝϯςʔγϣϯ ɹຊࢿྉͷ໨త
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    ઓུࡦఆͷͨΊͷϦαʔν INDEX ཱࣗ ؼଐ ීว ࣊൵ ௐ࿨ ఻౷ ҆શ ݖҖ ୡ੒ շָ ܹࢗ ࣗݾ ܾఆ ୤ߏ଄ ߏ଄Խ A B C D ͳ͍߲͠໨ͷ
    ؆қΞϯέʔτ ϙδγϣχϯάͷ͕ࣔࠦ
    ಘΒΕΔλʔήοςΟϯά
19. CONFIDENCIAL PUBLIC STUDY BRAND PORTFOLIO kagi-kakko 19 αϒϒϥϯυઓུͷ਱ߦʹ͋ͨͬͯ͸ɺ451Ͱ͸ʮλʔήοτʯͷલஈʹ͋ͨΔʮηάϝϯςʔγϣϯʢ
    
    ࢢ৔ΧςΰϦʔʣʯʹ͓͚ΔΧςΰϦʔΤϯτϦʔϙ ΠϯτʢҎԼɺ$&1ʣΛಛఆ͢Δ͜ͱ͕ෆՄܽͰ͢ɻ$&1ͱ͸ɺফඅऀ͕ϒϥϯυΛ࿈૝͢Δʠ͖͔͚ͬʡΛࢦ͠·͢ɻͦͯ͠αϒϒϥϯυઓུͰ͸ɺݱࡏϦϯ Ϋ͕ऑ͍$&1Λಛఆ͠Ϛελʔϒϥϯυʹͭͳ͙͜ͱͰɺࢢ৔Λ޿͛ɺڝ߹ϒϥϯυ΁ͷސ٬ྲྀग़Λ௿ݮ͢Δ͜ͱΛૂ͍·͢ɻ αϒϒϥϯυͷউͪےΛݟ͚ͭΔͨΊͷ$&1ͷಛఆ APPENDIX αϒϒϥϯυઓུͷਫ਼౓ΛߴΊΔͨΊͷϦαʔν ͞Βʹৄ͘͠஌Γ͍ͨํ͸ɺࢿྉఏڙऀʹ͓໰͍߹Θ͍ͤͩ͘͞ ΧςΰϦʔΤϯτϦʔϙΠϯτΛಋग़͢Δ؆қϑϨʔϜϫʔΫ ɹຊࢿྉͷ໨త
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    ઓུࡦఆͷͨΊͷϦαʔν INDEX ໨త͸ʁ WHY WHEN WHERE WITH WHOM WITH WHAT ୭ͱҰॹʹ࢖͏ʁ ԿͱҰॹʹ࢖͏ʁ Ͳ͜Ͱ࢖͏ʁ ͍ͭ࢖͏ʁ ؾ෼Λྑ͘͢ΔͨΊʗۭෲΛຬͨͨ͢ΊʗϦϑϨογϡ͢ΔͨΊʗഽΛॊΒ͔͘͢ΔͨΊ ༦৯ޙʗٸ͍Ͱ͍Δͱ͖ʗՈ଒ͷॕ͍͝ͱͰʗே৯த ւลͰʗεϙʔπδϜͰʗٳ೔ʹʗ༑ਓͷՈͰ ֎ग़தʹ༑ਓͱʗࢠͲ΋ͱʗಛผͳ༑ਓͱ εύΠγʔͳ৯΂΋ͷͱʗલࡊ΍৯લञͱʗөըΛݟͳ͕ΒʗΞϧίʔϧҿྉͱ
20. CONFIDENCIAL PUBLIC STUDY BRAND PORTFOLIO kagi-kakko 20 APPENDIX Τϯυʔευϒϥϯυઓུͷਫ਼౓ΛߴΊΔͨΊͷϦαʔν Τϯυʔευϒϥϯυઓུͷ਱ߦʹ͋ͨͬͯ͸ɺʮ୳ࡧࡒɾܦݧࡒɾ৴པࡒʯͷߟ͑ํ͕༗ޮͰ͢ɻ୳ࡧࡒ͸ʮߪങલʹՁ஋൑அ͕Ͱ͖ΔՁ஋ʯɺܦݧࡒ͸ʮߪ ങޙʢମݧޙʣʹॳΊͯՁ஋൑அ͕Ͱ͖ΔՁ஋ʯɺ৴པࡒ͸ʮߪങޙ΋Ձ஋൑அͰ͖ͳ͍
    
    ఏڙऀΛ৴པ͢Δ͔͠ͳ͍Ձ஋Λࢦ͠·͢ɻ৽نࣄۀͱڞ༗͍ͯ͠Δ جװࣄۀͷʮ৴པࡒʯ͸Կ͔ɺͦͯ͠ɺͦͷ৴པࡒΛอূ͢Δاۀಠࣗͷύʔύε΍૊৫ೳྗ͸Կ͔Λߟ͑ͯΈ·͠ΐ͏ɻ ৴པͷݯઘΛ୳Δߟ͑ํ
    
    ୳ࡧࡒɾܦݧࡒɾ৴པࡒ اۀϒϥϯυ ͞Βʹৄ͘͠஌Γ͍ͨํ͸ɺࢿྉఏڙऀʹ͓໰͍߹Θ͍ͤͩ͘͞ ؐݩ ৴པࡒ ୳ࡧࡒ ܦݧࡒ ৴པࡒ ৴པࡒ Ҡస Ҡస ؐݩ ύʔύεɾ૊৫ೳྗ ɹຊࢿྉͷ໨త
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    ઓུࡦఆͷͨΊͷϦαʔν INDEX ৴པࡒͷҠసϞσϧ جװϒϥϯυ ৽نϒϥϯυ