抄録
Brand research has been primarily focused on accounting issues such as estimating brand value (ex. Japan's Ministry of Economy, Trade, and Industry, 2002) and value relevance since the 1980s. However, estimated brand values are not necessarily useful information when creating strategies for competitive advantage in brand management. In this paper, we do components analysis of the competitive advantage of brands, using a case study of Fast Retailing, a leading company in Japan's apparel industry. We analyze each component of Fast Retailing's strategies using the three aspects of competitive advantage as proposed by the METI model. In doing so, we will show that a components analysis of competitive advantage can provide useful information in brand strategy management.
