ブランディング・ツールとしての企業博物

• 영문명: Corporate Museums as a Branding Tool
• 발행기관: 실천경영학회
• 저자명: 町田 小織
• 간행물 정보: 『실천경영연구』實踐經營硏究 第8卷 第1號 (通卷 8號), 39~51쪽, 전체 13쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2013.12.31

영문 초록

Corporate Museum is one of the most effective tools for Branding: Internal Branding, External Branding, Corporate Branding, and City Branding etc. That is an interface to customers, a platform of stakeholders, and a forum for everybody, where the corporate history and culture are edited, shared and created. This paper focuses on Kao Museum that was established by Kao Corporation in 2007, because it is a good practice and example of Corporate Museum in Japan. Even competitor’s products are displayed here to study the history of Beauty and Cleanliness; therefore some foreigners visit the museum to research that from overseas. That helps Kao to build global branding.

목차

Ⅰ. はじめに

Ⅱ. 本稿の目的と構成

Ⅲ. おわりに

키워드

Kao Corporation Corporate Museum Branding