2010 Volume 50 Issue 3 Pages 87-98
This paper describes a study on branding of marine products from the viewpoints of the fishery industry and producing centers. The study involves critical investigation of roles and significances of branding, which is a tool for individual establishments and producing centers to combat business slumps, facilitate distribution of marine products, which is changing its shape, and meet the demands of consumers.
The study revealed that diverse acts are involved in branding, such as those for preserving the freshness, expanding the market, and providing information, and systematic organization and classification of the acts are needed to investigate the courses of branding. It was also found important to organize the economic advantages of branding from viewpoints of individual establishments, producing centers, and distributors. The analysis also suggested the need of classifying problems of fisheries into those that can be solved and cannot be solved by branding and the need of investigating methodology for the former and countermeasures for the latter.