ブランド提携のマネジメントに関する一考察^[○!R] : 「日産自動車」"TIIDA"と「主婦と生活社」"LEON/NIKITA"の事例を中心に

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This study focused on the management of brand alliance. First of all, based on a conventional discussion, the background and purpose of research are clarified. Based on the review of preceding studies, the framework is constructed. The framework leverages findings of the alliance theory based on knowledge and the issue of preceding studies has found, and has taken the management of brand alliance from three aspects. These aspects are "Process," "Task," and "Human (alliance manager)." Next, the case study has examined, brand alliance between Nissan Motor Co., LTD. "TIIDA" and Shufu To Seikatsu Sha Co., LTD. "LEON/NIKITA". Finally, I compare a case study, and showed the importance of three aspects and implementations. I also pointed out the role and the ability of the alliance manager in brand alliance.
2010-06-30