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ࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ SERVICE BRANDING? 2021/12/17 ABEMA developers conference sugaar

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ࠤ౻༸հʢατ΢Ϥ΢εέʣ ࣥߦ໾һ νʔϑɾΫϦΤΠςΟϒσΟϨΫλʔ

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ⁞"#&."ͷϒϥϯσΟϯάͷมભ  αʔϏεͷϒϥϯσΟϯάͱ͸ʁ ⁠ϒϥϯυମܥԽͰؾΛ͚ͭΔ΂͖̏ͭͷ͜ͱ ⁡"#&."#3"/%(6*%&-*/&4ͷ੍ఆ ⁢͜Ε͔Βͷ"#&." Agenda

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ 1 "#&."ͷϒϥϯσΟϯάͷมભ

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ϩΰͷมભ 2021೥ʙ प೥ 2016೥ ։ہ 2020೥ प೥

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ͳͥϒϥϯυγϯϘϧΛ ม͍͑ͯΔͷ͔ʁ Why? 🤔

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ͦΕ͸ʜ ࣄۀઓུʹ߹Θͤ ઓུతʹϒϥϯυΛৢ੒͢ΔͨΊ

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Πϯλʔωοτࢢ৔ͷมԽ͸ܹ͘͠ ࣄۀΛৗʹਐԽͤ͞ଓ͚Δඞཁ͕͋Δ ग़యɿIUUQTVOTQMBTIDPNQIPUPTJ*+S6PF3P$2

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ࣄۀઓུͷਐԽ ೥ɹ։ہ࣌ AbemaTV w 57ͷΑ͏ʹεέδϡʔϧ͕ϓϩάϥϜ͞Εͨ ແྉͷϦχΞ์ૹ͕ओମ w ແྉͷΠϯλʔωοτςϨϏہͱͯ͠։ہ w 470%ʢఆ੍ֹಈը഑৴αʔϏεʣͰ͸ͳ͘ɺ ϑϦʔϛΞϜϞσϧ

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ࣄۀઓུͷਐԽ ೥ɹप೥ ABEMA TV&VIDEO ENTERTAINMENT w ϦχΞ์ૹ͚ͩͰͳ͘ɺ ΦϯσϚϯυίϯςϯπ΁ͷधཁ૿Ճ w ϦχΞओମ͔ΒϏσΦ΋ؚΊͨϫϯϞσϧʹ w "CFNB57ˠ"#&."΁ w λάϥΠϯͷ௥Ճ

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ϏσΦΛਐԽ্͍ͤͯ͘͞Ͱ 470%ʢఆ੍ֹಈը഑৴αʔϏεʣ ͱͯ͠ͷ৭͕ೱ͘ͳΓ ϑϦʔϛΞϜϞσϧͱͯ͠ͷࣾ಺ҙ͕ࣝرബԽ ग़యɿIUUQTVOTQMBTIDPNQIPUPT%3[:.UBFW" Problem

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ զʑ͸ʮςϨϏͷ࠶ൃ໌ʯΛ ໨ࢦ͍ͯͨ͠͸ͣ Why? 🤔

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ࣄۀઓུͷਐԽ ೥ɹप೥ ABEMA TV for the Future w ৽͍͠ະདྷͷςϨϏͱͯ͠λάϥΠϯΛมߋ w ࠓͷ࣌୅ʹ߹ΘͤͯςϨϏΛ࠶ൃ໌͠ɺΑΓศ རʹɺշదʹ͢Δ͜ͱ͕αʔϏεͷ࢖໋Ͱ͋Δ ͱվΊͯମݱ NEW

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ αʔϏείϯηϓτΛى఺ʹ ࣄۀઓུΛ࠷େԽ͢ΔͨΊʹ͸ʁ ग़యɿIUUQTVOTQMBTIDPNQIPUPT%3[:.UBFW" Problem

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ αʔϏεϒϥϯσΟϯάͷڧԽ

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ Service Branding ʮςϨϏͷ࠶ൃ໌ʯΛج࣠ͱͨ͠ "#&."͕໨ࢦ͢΂͖ํ޲ੑΛ૊৫ਁಁͤ͞ɺ ࣄۀઓུͱͷγφδʔͰ Ϣʔβʔʹରͯ͠Ұؾ௨؏ͷʮϒϥϯυઓུʯΛߦ͍ɺ "#&."ʹର͢ΔϩΠϠϦςΟ͕޲্͠΍͍͢ঢ়ଶͮ͘ΓΛߦ͏ɻ

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ 2 αʔϏεͷϒϥϯσΟϯάͱ͸ʁ

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ BRAND?

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ه߸ Ձ஋ ϒϥϯυ Brand Brand Symbol จࣈɺԻ੠ɺܗɺ৭ͳͲ Brand Value ΧςΰϦʔɺਓ֨ɺศӹɺ࿦ڌͳͲ

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ಄ͷதͰΠϝʔδ͞Ε ݸਓͷதͰ஝ੵ͞ΕΔ΋ͷ BRAND

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ϒϥϯσΟϯάʹ͸େ͖̎͘छྨ͋Δ INNER BRANDING OUTER BRANDING ࣾ಺ ʢࣾһʣ ࣾ֎ ʢϢʔβʔʣ

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ INNER BRANDING ΠϯφʔϒϥϯσΟϯάͱ͸ɺαʔϏε͕੒ ͢΂͖େٛ΍Ձ஋؍ΛݴޠԽ͠ɺ૊৫ͷؔ܎ ऀʹͦΕΛཧղͤ͞ɺਁಁ͍ͤͯͨ͘͞Ίͷ ௕ظతͳܒ໤׆ಈΛࢦ͢ɻ

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ Ξ΢λʔϒϥϯσΟϯάͱ͸ɺओʹϢʔβʔ ͱͷ઀఺ͳͲɺର֎తʹαʔϏε͕࣋ͭՁ஋ Λൃ৴͠ɺͦͷΠϝʔδʹҰ؏ੑΛ࣋ͨͤΔ ͜ͱΛࢦ͢ɻ OUTER BRANDING

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ UI UX ϏδϡΞϧ ίϯςϯπ ੍࡞ ӡ༻ άϩʔε Ϛʔέ ςΟϯά ݸʑͷମݧ͕ັྗతͰ΋ ͦ͜ʹҰ؏ੑ͕ͳ͚Ε͹ ϒϥϯυͱͯ͠هԱ͞Εͳ͍

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ UI UX ϏδϡΞϧ ίϯςϯπ ੍࡞ ӡ༻ άϩʔε Ϛʔέ ςΟϯά ϒϥϯυΛৢ੒͢ΔͨΊʹ͸ αʔϏεΛߏ੒͢Δશͯʹ Ұ؏ੑ͕ͳ͚Ε͹ͳΒͳ͍

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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

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ 3 ϒϥϯυͷମܥԽͰ ؾΛ͚ͭΔ΂͖̏ͭͷ͜ͱ

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ϒϥϯυͷମܥԽͰؾΛ͚ͭΔ΂͖̏ͭͷ͜ͱ ܦӦΛר͖ࠐΉ 1 2 3 ΩϟονίϐʔେձͰ͸ͳ͍ ౎߹Α͘ղऍ͠ͳ͍

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ܦӦΛר͖ࠐΉ

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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

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ϒϥϯυઓུ͸ ࣄۀͱ੾Γ཭ͤͳ͍΋ͷ

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ܦӦΛר͖ࠐΉ ҙࢥܾఆʹ ܦӦΛר͖ࠐΉ ϝϯόʔ͚ͩͰ ҙࢥܾఆ͢Δ 🙅 🙆

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ܦӦΛר͖ࠐΉ يಓमਖ਼ ࣾ௕ͱͷ ͢Γ߹Θͤ ϝϯόʔͰ ٞ࿦ ܦӦϘʔυͱͷ ͢Γ߹Θͤ

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ΩϟονίϐʔେձͰ͸ͳ͍

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ Ϣʔβʔ͕ओޠʹ ͳΔ΋ͷ ϒϥϯυ͕ओޠʹ ͳΔ΋ͷ ϒϥϯυͷ஌֮Ձ஋

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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

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ΩϟονίϐʔେձͰ͸ͳ͍ ͜ͷϒϥϯυ͸ԿΛ෢ثʹɺ ͲͷΑ͏ʹͯ͠ઓ͍ͬͯ͘ͷ͔ ϒϥϯυ஌֮Ձ஋Λ΋ͱʹ ͨ͠Ωϟονίϐʔ 🙅 🙆

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ΩϟονίϐʔେձͰ͸ͳ͍ 🙅 େ੎Ͱݴ༿ͷ޷͖ݏ͍ͷٞ࿦ʹ ཱͪೖΒͳ͍͜ͱ͕ॏཁ

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ౎߹Α͘ղऍ͠ͳ͍

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ΤϏσϯε ϕωϑΟοτ ύʔιφϦςΟ ϒϥϯυλʔήοτ ΠϯαΠτ ͖Ε͍ʹରʹͳΔ͜ͱ ͕͜͜࿈ಈ͍ͯ͠ͳ͍ͱ ίϛϡχέʔγϣϯࢪࡦʹམͱ͠ࠐΜͰ΋ ఻ΘΒͳ͍ ίΞόϦϡʔ ग़యɿσδλϧ࣌୅ͷجૅ஌ࣝʰϒϥϯσΟϯάʱ

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ౎߹Α͘ղऍ͠ͳ͍ 🙅 ͲΕ͚ͩεϖοΫ͕༏Ε͍ͯͯ΋ɺ ϢʔβʔͷΠϯαΠτΛݟޡ͍ͬͯΕ͹ɺ ίΞόϦϡʔ΍఻͑ํͷจ຺ΛޡΓɺ Ϣʔβʔͷۏઢʹ৮ΕΔ͜ͱ͸Ͱ͖ͳ͍

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ 4 ABEMA BRAND GUIDELINESͷ੍ఆ

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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

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ϓϩδΣΫτମ੍ ΤϯδχΞɹɹ໊ ޿ใɹɹɹɹɹ໊ ΫϦΤΠλʔɹ໊ Ϗδωεɹɹɹ໊ ܦӦϘʔυ 1.ɹɹɹɹɹ໊ ϓϩδΣΫτνʔϜ ౻ాࣾ௕

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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

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ VISION ੈքʹތΕΔϝσΟΞʹҭͯΔ ʮ࣮ݱΛ໨ࢦ͢ʯʮཧ૝ͱ͢Δ࢟ͷ௥ٻʯ

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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

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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

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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

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ԿΛ෢ثʹ ͲͷΑ͏ʹઓ͍ͬͯ͘ͷ͔ʁ

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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࢖͍΍͘͢໨తΛ͙͢ʹຬͨͤΔFUD ͜Ε·Ͱͷ"#&." ɾςϨϏମݧΛτϨʔεͨ͠6*69 ɾएऀੈ୅ͷ࿀ѪϦΞϦςΟʔFUD

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ "#&."͸΋ͱ΋ͱɺςϨϏΛݟͳ͘ͳͬͨ ए͍ੈ୅ʹݟͯ΋Β͓͏ͱࢥͬͯ͸͡Ίͨ ͦΕ͸ɺ ए͍ࢠ͕Ոʹؼͬͯ΋εϚϗΛݟ͍ͯΔ͔Β εϚʔτϑΥϯʹ࠷దԽͨ͠ࢹௌ͕Ͱ͖Δ ৽͍͠ςϨϏΛͭ͘Ζ͏ αʔϏεͷݪ఺

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ Ωʔϫʔυ ʰςϨϏ཭Εʱ͕ى͖ΔཁҼ΍ ʰςϨϏ཭Εʱ͢Δਓ෺㒢ʹ "#&."͕ͱΒ͑Δ΂͖ λʔήοτͱΠϯαΠτ͕͋Δ ग़యɿIUUQTXXXJSBTVUPZBDPNCMPHQPTU@IUNM 📺

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ϒϥϯυλʔήοτͱͯ͠ 🤔 ʮςϨϏճؼʯͷΑ͏ͳɺ վΊͯςϨϏͷྑ͞Λ࢒ͭͭ͠ɺ ͞ΒʹศརʹਐԽ͍ͤͯ͘͞ͷ͕"#&." ͜͜ʹڞײͯ͘͠ΕΔ૚͕ ϒϥϯυλʔήοτʹͳΔ

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ BRAND TARGET σδλϧϥΠϑΛૹΔਐาతͳਓʑ σδλϧٕज़ͷਐԽʹΑΔԸܙΛ฻Β͠ʹऔΓೖΕɺϥΠϑελΠϧΛΞοϓσʔτ͍ͯ͘͠ਓʑ

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ΠϯαΠτ ϒϥϯυλʔήοτͷ ຊԻ͸ʁ

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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

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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͸

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ CORE VALUE χϡʔε΋Τϯλϝ΋-*7&΋ɺ ΑΓࣗ༝ʹΑΓศརʹɻ ੈͷதͷ৽͍͠Λ૑Γଓ͚ΔɺະདྷͷςϨϏ

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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

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ࣄۀઓུʹ߹Θͤͯ Ξοϓσʔτͨ͠஌֮Ձ஋Λ ͲͷΑ͏ʹϢʔβʔʹಧ͚Δ͔ʁ 🤔

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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

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ࣗ෼͚ͨͪͩͷ།ҰແೋͷʮࢤʯΛ ੈͷதʹ໿ଋ͢ΔͨΊͷ΋ͷ ϒϥϯυίϯηϓτͱ͸ ग़యɿIUUQTNBLJUBOJOFUTIJNBVNBQSPEVDUNBSLFUpU

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ SERVICE PERSONALITY ઌਐతͰ ܕʹϋϚΒͳ͍ύΠΦχΞ ڞײʗ೤ڰΛੜΈग़͢ ֵ৽త ৘ใݯͱͯ͠৴པͰ͖Δ σδλϧωΠςΟϒͷཧղऀ τϨϯυηολʔ ੈքਫ४ͷΫϦΤΠλʔ ࢐৽ͳ ςϨϏΛѪ͢Δ ϓϩϑΣογϣφϧ Πϊϕʔλʔ ఻౷΍֨ࣜʹͱΒΘΕͳ͍ ਐาత

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ SERVICE PERSONALITY ઌਐతͰ ܕʹϋϚΒͳ͍ύΠΦχΞ ڞײʗ೤ڰΛੜΈग़͢ ֵ৽త ৘ใݯͱͯ͠৴པͰ͖Δ σδλϧωΠςΟϒͷཧղऀ τϨϯυηολʔ ੈքਫ४ͷΫϦΤΠλʔ ࢐৽ͳ ςϨϏΛѪ͢Δ ϓϩϑΣογϣφϧ Πϊϕʔλʔ ఻౷΍֨ࣜʹͱΒΘΕͳ͍ ਐาత

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ϒϥϯυίϯηϓτͷݴޠԽ طଘͷՁ஋ΛΞοϓσʔτ͠ɺ ʮ৽͍͠ະདྷͷςϨϏʯΛ૑଄͢Δɻ ͦͷΞΠσΞ͸ৗࣝʹͱΒΘΕ͍ͯͳ͍͔ɻ ࣦഊΛॏͶΔͨͼʹ੒௕͠ɺ །Ұແೋͷଘࡏʹۙͮ͘ɻ ͋Δ࣌͸೤ڰΛੜΈɺ ͋Δ࣌͸ײಈΛੜΈग़͠ͳ͕Βɻ ৗʹ࣌୅ΛϦʔυ͠ɺ ੈքʹތΕΔϝσΟΞαʔϏεΛ໨ࢦ͢ɻ

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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

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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.

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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

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ϒϥϯυΛମݱ͢ΔͨΊͷɺ ΫϦΤΠςΟϒʹ͓͚Δίϯηϓτ ΫϦΤΠςΟϒίϯηϓτͱ͸ ग़యɿIUUQTNBLJUBOJOFUTIJNBVNBQSPEVDUNBSLFUpU

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ΫϦΤΠςΟϒίϯηϓτ͕ॏཁʹͳΔηΫγϣϯ ίϯςϯπ άϥϑΟοΫ ʗө㒢 ϓϩμΫτ σϦόϦʔ

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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

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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

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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

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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

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ VISION MISSION VALUE BRAND PYRAMID BRAND CONCEPT CREATIVE CONCEPT ֤छΨΠυϥΠϯ ͜ΕΒ͢΂ͯͷࢥ૝Λ ֤ϒϥϯυγϯϘϧʹམͱ͠ࠐΈ ΨΠυϥΠϯԽ͍ͯ͘͠

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ LOGOTYPE ʮ৽͍͠ະདྷͷςϨϏʯΛҹ৅෇͚ΔͨΊʹ͋͑ͯ ʮ'VUVSFʯͷ࢝·ΓΛେจࣈͰڧௐɻಛผͳҹ৅Λ༩͑Δ ͨΊʹैདྷͷΧϥʔ͸ͦͷ··ʹɺॎ૊ΈͰ΋ҹ৅ڧ͘࢒Δ Α͏ʹλάϥΠϯͷจࣈαΠζΛมߋɻ

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ SOUND LOGO ैདྷΛ౿ऻͨܰ͠΍͔ͳಈ͖ͰΤϯλϝײΛԋग़ɻ ͦΕͧΕͷจࣈ͕ಛ௃తʹಈ͘͜ͱͰ"#&."͕༗͢Δଟछ ଟ༷ͳίϯςϯπΛදݱɻࣃ੾Εͷྑ͍α΢ϯυͰ$.ͷ಄ͱ ͯ͠ͷܨ͕Γ΍͢͞ॏࢹ͠ɺԻͰα΢ϯυʹߴ௿ࠩΛग़͢͜ ͱͰࣖʹ࢒Γ΍͍͢ઃܭͱͨ͠ɻ

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ BRAND COLOR ʮ"#&."ʯΛָ͠ΉͨΊʹଟ༷Խ͢ΔσόΠε΍ςϨϏΛ ײͤ͡͞ΔϞχλʔͷޫΛάϥσʔγϣϯͱޫ୔Ͱදݱɻै དྷͷࠇϕλͱൺֱͯ͠ΑΓϦον͞Λڧௐ͠ɺʮ"#&."ʯ ͕༗͢Δଟछଟ༷ͳίϯςϯπͱϝσΟΞαʔϏεͱͯ͠ͷ ৴པײΛදݱɻ ΞΠίϯ΍άϥϑΟοΫͷഎܠʹ࢖༻ɻ

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ "#&."#3"/%(6*%&-*/&4

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ 5 ͜Ε͔Βͷ"#&."

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ࣄۀઓུ͸ ࢢ৔ͷมԽʹରͯ͠ɺৗʹਐԽ͠ଓ͚Δ ग़యɿIUUQTVOTQMBTIDPNQIPUPT%3[:.UBFW" Problem

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ఆٛͯ͠ऴΘΓͰ͸ͳ͍ ࣄۀઓུʷϢʔβʔ઀఺ʹ Ұ؏ੑΛ࣋ͨͤΔ ϒϥϯυࢥ૝Λ ఆٛͨ͠ 🙅 🙆

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ৽͍͠ະདྷͷςϨϏ

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ৔ॴ͔Βͷղ์ डಈతࢹௌମݧ ମݧͷڞ༗ੑ ྲྀߦΛੜΈग़͢ྗ l΄΅zಉ࣌ੑ ৽͍͠ະདྷͷςϨϏ ແྉͰָ͠ΊΔ

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ৔ॴ͔Βͷղ์ डಈతࢹௌମݧ ମݧͷڞ༗ੑ ྲྀߦΛੜΈग़͢ྗ l΄΅zಉ࣌ੑ ແྉͰָ͠ΊΔ ͜ΕΒશͯͷϢʔβʔ઀఺ʹ Ұ؏ੑΛ͍࣋ͨͤͯ͘

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SERVICE BRANDING?ɹ|ɹࣄۀઓུΛՃ଎ͤ͞ΔαʔϏεϒϥϯσΟϯάͱ͸ ϒϥϯυࢥ૝ͷ૊৫ਁಁ Ϣʔβʔ͕ࣗΒޠΔϨϕϧ·Ͱ ϒϥϯυΛৢ੒͢Δ ࣄۀઓུͱҰؾ௨؏ͷΫϦΤΠςΟϏςΟΛൃش

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