Abstract
This paper analyzes the current status and brand management strategy issues in production areas growing azuki beans. The research is based on an investigation of the "Kasuga-dainagon" that is grown by JA Tanbahikami. The findings from this research are as follows; first native species of azuki beans from the region are vital to the existence of this brand; secondly depending on the method of harvesting that is used, the azuki beans vary in quality and price and are sold based on these various levels. This means that the production areas of the azuki beans can be maintained corresponding to the needs of the customer. One issue that arises about this cultivation and management method is that the management of these various levels of the Kasuga-dainagon brand is highly labor intensive.
