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May 06, 2010

地域ブランド:福田先生

『マルシェノルド』05年3月号は、地域ブランド特集

福田先生が地域ブランドについて語っている。要点を記しておく。

1.マネジメントは組織の中の問題、マーケティングは組織と外部(市場)との関係を扱ってきた。しかし、最近では、マーケティング組織という発想がないと、紙上への対応や戦略策定が難しくなり、一体化してきている。

2.一昔前のマーケティングは、いかに売るかという売り手の発想。その後、市場とのかかわり、市場との対話、市場へのアプローチへとマーケティングの概念が変ってきた。

3.誰を標的とするのか、道内か、全国か、世界かでマーケティング戦略は変ってくる。

4.ブランドだけを突出させるのではなく、「地域全体のマネジメント戦略の中に地域ブランドを位置づけること」が大切。

5.理念、マネジメント、システム・・がないと、表面的なものになってしまう。

6.ブランドの構成要素:①存在感(独自の世界を持っていて、他と差別化できる)、②理念、③作り手と買い手との間の一体感、④物語性(苦労話など)、⑤信頼感。

7.風土:風は外からの人、土は地元の人。地域ブランドの第三者評価が必要、そうすれば、ブランドを立て直す、大失敗する前に補強していくことができる。

8.何故、その地域に行ってみたくなるのか、その土地に行かなければ手に入らない商品、製品に込められた思い、心の琴線に響く何かが欲しい。品質は重要だが、途上でも良くなると思わせるものでも良い。

9.消費者は、サイレントマジョリティー、嫌だと思っても意見を言わずに、消えていく。消費者に声を出してもらう仕掛けをどう作るかが重要。

10.ブランドは、長い歴史のなかで一貫性がなければいけない。しかし、その一方で革新性がないと消えていく。

11.地域ブランドは誰が責任を取るのかというシステム構築が重要。個別ブランドがそれぞれの責任において作っているとしても、関係者の間で情報を共有することが重要。地域ブランドの意味を首長自身が理解し、それを情報共有し、信頼性を勝ち取ることを認識しなければならない。地元では、絶対に譲れない部分は守ることの一体的な覚悟が必要。首長と市民の考え方がバラバラではダメで、一貫性が必要。

12.地域ブランドにも、ローカルブランド(オホーツクビール)とするのか、ナショナルブランド(十勝ワイン)にするのかを考えるべき。

13.経済性を持たせることが重要。

14.自分たちの価値で売り出すのではなく、人からみた価値を売り出すことが大切。

15.アンケート(作り手の意向で作る)でリサーチするよりも、接客している人が客の声をきちんと聞いていればずいぶんいろいろなことが分かるはず。売り手は、作り手の価値や思いを買い手に伝えることも大切。売り手と作り手には、観察力と好奇心が必要。

16.便益の束:問題解決の束:要は、何故買いに来たのか。口紅を買いたいのではなく、きれいになりたい・・その結果として口紅が売れる。

17.ブランドの資産価値(エクイティ):ブランド・ロイヤリティ(消費者が特定の銘柄をあたかも忠誠を誓ったように反復的に購買)、ブランドの認知のほか、品質イメージを指す知覚品質、ブランド連想などがあり、その総合力でブランド・エクイティができあがる。想像力や信頼性などが総合されて構築される。

18.自我関与(特定の対象物に対する個人のかかわり:自分の好きなブランドをけなされると自分がけなされたように思うなど):コンビビアルな関係(コンとは共に、ビビアルは生き生きした)=響きあう関係。作り手と使い手がコンビビアルな関係になれば、非常に強いブランドになる。作り手と使い手、売り手と使い手、作り手と売り手のそうした関係が重要。

19.北海道ブランドは現在強いが、企業の製品開発は5年前からスタートする、現状に漫然とせず、先を見越した取り組みが必要。

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