Current State of Regional Branding Using Mascot Characters:
This is a case study of content marketing management in Japan. The mascot “Gunma-chan” has been widely used for publicity and promotion of Gunma Prefecture as a means to boost the local economy. Gunma businesses have worked “Gunma-chan” into the design of Gunma products to be sold throughout Japan....
| Main Authors: | , |
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| Format: | Article |
| Language: | Japanese |
| Published: |
Japan Marketing Academy
2023-03-01
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| Series: | Maketingu Janaru |
| Subjects: | |
| Online Access: | https://www.jstage.jst.go.jp/article/marketing/42/4/42_2023.025/_html/-char/en |
| _version_ | 1797855355374403584 |
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| author | Shunya Hamada Toshiko Nitta |
| author_facet | Shunya Hamada Toshiko Nitta |
| author_sort | Shunya Hamada |
| collection | DOAJ |
| description | This is a case study of content marketing management in Japan. The mascot “Gunma-chan” has been widely used for publicity and promotion of Gunma Prefecture as a means to boost the local economy. Gunma businesses have worked “Gunma-chan” into the design of Gunma products to be sold throughout Japan. Currently, Gunma Prefecture is conducting a “Gunma-chan” strategic branding project to maximize the promotion and brand recognition of Gunma Prefecture. This initiative is based on the recent reforms promoted by Gunma Prefecture to improve the branding of the area. In this paper, we will 1) review the management of Gunma Prefecture’s “Gunma-chan” throughout its 26-year history, 2) discuss the current media strategy of Gunma Prefecture, and 3) analyze the “Gunma-chan” branding project. Based on this approach, we present the main points that should be considered in moving forward with the marketing strategy for goods that use the “Gunma-chan” image. |
| first_indexed | 2024-04-09T20:21:13Z |
| format | Article |
| id | doaj.art-ac93a72c97c64e19a458499397077337 |
| institution | Directory Open Access Journal |
| issn | 0389-7265 2188-1669 |
| language | Japanese |
| last_indexed | 2024-04-09T20:21:13Z |
| publishDate | 2023-03-01 |
| publisher | Japan Marketing Academy |
| record_format | Article |
| series | Maketingu Janaru |
| spelling | doaj.art-ac93a72c97c64e19a4584993970773372023-03-31T02:23:14ZjpnJapan Marketing AcademyMaketingu Janaru0389-72652188-16692023-03-014249710710.7222/marketing.2023.025marketingCurrent State of Regional Branding Using Mascot Characters:Shunya Hamada0Toshiko Nitta1Visiting Professor, Graduate School of Business Administration, Bunkyo Gakuin University, JapanProfessor, Graduate School of Business Administration, Bunkyo Gakuin University, JapanThis is a case study of content marketing management in Japan. The mascot “Gunma-chan” has been widely used for publicity and promotion of Gunma Prefecture as a means to boost the local economy. Gunma businesses have worked “Gunma-chan” into the design of Gunma products to be sold throughout Japan. Currently, Gunma Prefecture is conducting a “Gunma-chan” strategic branding project to maximize the promotion and brand recognition of Gunma Prefecture. This initiative is based on the recent reforms promoted by Gunma Prefecture to improve the branding of the area. In this paper, we will 1) review the management of Gunma Prefecture’s “Gunma-chan” throughout its 26-year history, 2) discuss the current media strategy of Gunma Prefecture, and 3) analyze the “Gunma-chan” branding project. Based on this approach, we present the main points that should be considered in moving forward with the marketing strategy for goods that use the “Gunma-chan” image.https://www.jstage.jst.go.jp/article/marketing/42/4/42_2023.025/_html/-char/enlocal government marketinglocal brandmascot charactercontent marketing management |
| spellingShingle | Shunya Hamada Toshiko Nitta Current State of Regional Branding Using Mascot Characters: Maketingu Janaru local government marketing local brand mascot character content marketing management |
| title | Current State of Regional Branding Using Mascot Characters: |
| title_full | Current State of Regional Branding Using Mascot Characters: |
| title_fullStr | Current State of Regional Branding Using Mascot Characters: |
| title_full_unstemmed | Current State of Regional Branding Using Mascot Characters: |
| title_short | Current State of Regional Branding Using Mascot Characters: |
| title_sort | current state of regional branding using mascot characters |
| topic | local government marketing local brand mascot character content marketing management |
| url | https://www.jstage.jst.go.jp/article/marketing/42/4/42_2023.025/_html/-char/en |
| work_keys_str_mv | AT shunyahamada currentstateofregionalbrandingusingmascotcharacters AT toshikonitta currentstateofregionalbrandingusingmascotcharacters |