地域ブランドの品質規定における正当化の論理

賀茂なすの伝統産地と新興産地を事例として

抄録

The branding strategy of local agricultural, forest, and marine products is useful for preserving the tradition of local producers and promoting the production. What is important here is qualification of regional brand, which is valued not only in terms of product attribute but also its tradition and relationship among people in its production and distribution. The purpose of this paper is to examine the contents of the distinctive quality of regional brand and the relationship between a traditional area and a new area of the production. In the light of convention theory, this paper analyzes the logic of justification on qualification of regional brand through a case study on a traditional area and a new area of Kamo-nasu production. The logic of justification on qualification in the new area is different from that in the traditional area, therefore both areas can coexist. Additionally, the logic in the new area serves as a stimulus for that in the traditional area, and the logic in the traditional area supports that in the new area. The relationship between the two areas of production can be interpreted as a strong and harmonious relationship of coexistence.