Abstract
Current brand management put the emphasis on the value design that paid attention to the viewpoint "Differentiation". However, the differentiation makes getting rid of as the result from the price competition difficult. In this paper, we introduce the case of designing brand value based on a new idea. It is "brand value design based on the core competence". In this standpoint, all features that the brand possesses are examined, and consequently, the value that only its company can offer is and there begins to be looking. At the end of this paper, the view of this idea in the future is described.
