抄録
Place branding is considered as a high measure in order to expand a market in corporate management. In recent years, the measure of place branding is attracted in Japan. This research applies the viewpoints of the brand recognition of the consumers currently thought as important in the marketing field. The main purpose of this research is to identify the place brand standard which consumers consider.
The weighted generalized mean formula is applied to estimate individual model for place brand recognition. It became possible to express the difference in evaluation preference of individual using model parameters. It is useful information for management bodies that there is difference of individual evaluation structure and in the rate of brand recognition to the area.
