Brand Equity Building Mechanism Focusing on Kobe Beef GI Brand Value Network

Abstract

The purpose of this paper is to analyze how to build GI brand equity focusing on the Kobe Beef GI Brand Value Network. The research demonstrates that the Kobe beef GI brand value network was created by unifying various players, who work together towards a shared goal, defined by the Kobe beef standards. The added value obtained by GI brand is distributed to each player, and it becomes an incentive to participate continuously by expanding the subject of the brand to the region; the ripple effect of economy, environment, society, and culture which brought about the vibrancy of the region was clarified.