An analysis of the relationship between branding activity performance and performance in the meat industry

Abstract

Branding for meat is being actively pursued in all parts of Japan, but against the backdrop of intensifying competition, both domestic and internationally, it is increasingly important to build a strong brand, and more effective methods of doing so are required. Accordingly, this study attempts to find further suggestions for the branding of meat products, a questionnaire was conducted with representatives of existing meat brands, and a multiple regression analysis was performed to examine what sort of branding activities had an effect on the brands performance. As a result of this survey, it became clear that the following four branding activities had a positive effect on performance : 1. having a unique brand concept, 2. interaction with consumers and promotions that allow them to actually taste the product, 3. cooperation between organizations to promote the brand, and 4. an emphasis on appearance and the design of the packaging. In particular, it was shown that having a unique brand concept was highly important.