近年の

や衣料用洗剤などのファブリックケア製品には，香りの品揃えが多く見られ，これらが生活者の購買意欲を高める一因になっている．ファブリックケア製品において香りは重要な役割を占めるようになり，製品のイメージやコンセプトを伝えること，様々な使用場面での使い心地のよさを与えることやターゲット層の高い嗜好性に応えること等，付加価値を向上させる手段として進化してきた．本稿では，日本のと衣料用洗剤にフォーカスし，その香りの変遷と香りに対する生活者意識の変化について紹介する．

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Brand has been estimated in business valuation to determine the economic value of intangible asset, however it is demanded to measure brand value for the marketing management under this recession. Therefore we need new measurement to understand customer evaluation. The purpose of this paper is to introduce new index for brand value and clear the process of brand forming. Under marketing research with 30,000 samples, it is revealed that brand value consists of three axes, “Penetration”, “Activity” and “Loyalty”. “Activity” is divined to 4 elements “Function”, “Trust”, “Personality” and “Necessity”. This brand value shows correlation with the market share after 6 months thereby it can be a predictor of the market trend. In addition, we succeeded to classify brands and analyze them with product life cycle. This approach is still on trial and we need further investigation, yet this measurement will support business leaders who decide the marketing strategy.

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