Adding Value to Japanese Primary Industries through Branding Management of Brand Differentiation Elements as a Key Success Factor(<Special Issue>The Informatization and Value Adding of Primary Industry)

Abstract

Construction of brands heightens value to Japanese primary industries. There are four elements of brand differentiation: feature, ingredients, service, and program. Management of brand differentiation elements contributes to brand construction. And, the element that affects brand differentiation the most is service. Management of brand differentiation elements realized by construction of a platform for making an offer.