Brand Story Building Directed at the Concept of Context Value

Abstract

Context Value, which is independent from the physical aspects of the products or services, is essential for branding by companies. As a method to design and visualize Context Value, the utilization of Brand Story is attracting attention. In recent years, an increasing number of companies in Japan have introduced Brand Story, but the definition of Jo-cho, which these companies consider as an important keyword for building Brand Story, is yet unclear, and there are some problems to be solved in order to utilize it as a base of effective strategy. In this study, we redefine Jo-cho,taking a cue from the concept of Utagokoro, which is traditional Japanese cultural sensibility, and examine applicability of Jo-cho to develop Brand Story building support application for the companies that are not good at designing and visualizing Context Value.