The effort of branding of the marine products started from the 1990s at the production area is a large number, so that they can be called flooding now. Since the improvement in the price of marine products and vitalization of the area were expected to the effort of branding in production area, the researchers also tended to support uncritically until now.

However, we need to consider effects and problems on the effort of branding of the marine products including impacts on fisheries structure and distribution of marine products calmly. This symposium examines effects and problems on the effort of branding of fishery products from the viewpoint of both of production area and the whole fisheries structure.

Japanese agriculture, forestry and fisheries industry and communities have drastically declined in recent years. On the other hand, it is apparent that the activities of branding of marine products, specially “local brand”, perform various roles for the declining fishery, the fishing communities. Regional-Trademark institution started 2006 is treated as one barometer that understands the approach situation of “local brand”. In the fishing industry, the movement to try to register the Regional-Trademark is active.

In considering this situation, firstly I am trying to identify the feature of Regional-Trademark institution. Secondly, I examine the impacts and problems on regional trademark of “Taiza Gani” (snow crab). Thirdly, I wish to explain what the significance of branding of marine products is for Japanese fisheries and fishing communities through this case study.

Current movement of “brand marketing” in coastal fisheries will lead to better situation in some cases but not all. It is the arms in order to beat many competitors in the shrinking market and to survive through the hard competition. “Brand marketing” is an effective tool on the survival strategy for the individual management body. But it can not be the common goal for all manegement bodies in competition. We cannot understand the essence of “brand marketing” about fisheries products if we watch this movement from such a misroscopic view. We must understand the nature of fisheries products at first, and also understand the transformation of distribution system nowadays about fisheries products. We had better be cool to this “brand marketing” and to its meaning.

This article deals with the issues of regional brand development on agricultural products. Compared to marine products, agricultural products are relatively easy to breed new varieties and to control qualities by developing fertilizer control, thermal regulation and feeding technique. Therefore many regions are promoting agricultural products as regional brand products. But in many cases, although the production strategies are precise, promotion strategies are relatively poor. Therefore consumers do not signify the value of regionally branded agricultural products as producers are expected. Finally, a case study about “Kyo Yasai (Vegetable grown in Kyoto)” is introduced for confirming the arguments mentioned above.

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.