Current State of Regional Branding Using Mascot Characters:

Media Strategy of Gunma Prefecture and the Branding Project of “Gunma-chan”

Abstract

This is a case study of content marketing management in Japan. The mascot “Gunma-chan” has been widely used for publicity and promotion of Gunma Prefecture as a means to boost the local economy. Gunma businesses have worked “Gunma-chan” into the design of Gunma products to be sold throughout Japan. Currently, Gunma Prefecture is conducting a “Gunma-chan” strategic branding project to maximize the promotion and brand recognition of Gunma Prefecture. This initiative is based on the recent reforms promoted by Gunma Prefecture to improve the branding of the area. In this paper, we will 1) review the management of Gunma Prefecture’s “Gunma-chan” throughout its 26-year history, 2) discuss the current media strategy of Gunma Prefecture, and 3) analyze the “Gunma-chan” branding project. Based on this approach, we present the main points that should be considered in moving forward with the marketing strategy for goods that use the “Gunma-chan” image.