How$Will$Be$Self,Brand$Connec3on$to$High,Priced$ Brands ...chibat/semi/2016/160829c.pdf ·...
Transcript of How$Will$Be$Self,Brand$Connec3on$to$High,Priced$ Brands ...chibat/semi/2016/160829c.pdf ·...
How Will Be Self-‐Brand Connec3on to High-‐Priced Brands Changed by Brand Collabora3ons?
Kansai University Chiba Seminar Group C
Makoto Okazaki Hikaru Nozaki Hitomi Fukui
Introduc3on
Case 2
Case 3
Case 1 Conclusion
Company A Company B
Knowledge, Technology
Brand strength, High recogni3on
Acquisi0on of new clients
Brand strength enhancement
Acquisi0on of new
technique
Differen0a0on from other companies
What’s the “collabora0on”? ・The ac3on of working with someone to produce something. ・Something produced in collabora3on with someone.
Introduc3on
Case 2
Case 3
Case 1 Conclusion
I want bigger black bag….
i I want a new lips3ck…
I got my salary… I want new shoes….
Tomorrow is a special day. I need gorgeous accessories….
Example : People Who Have a High SBC to CHANEL
Introduc3on
Case 2
Case 3
Case 1 Conclusion
The View From CHANEL (high-‐priced brand)
× =
・Improving brand value ・Differen3a3on from other companies ・Newsworthy
・Improving awareness ・Acquisi3on of new clients ・Newsworthy
《Advantage for UNIQLO》 《Advantage for CHANEL》
Easy to get!
The Nega0ve Aspect of Collabora0on Introduc3on
Case 2
Case 3
Case 1
Conclusion
It had meaning when it was
expensive. But now…
My superiority complex has disappeared..
It is disgus0ng that many people have my favorite brand…
I feel brand value became
weak…
Introduc3on
Case 2
Case 3
Case 1 Conclusion
Result of ANOVA
361
190.727
0
50
100
150
200
250
300
350
400
BEFORE COLLABORATION AFTER COLLABORATION
SELF-‐BRA
ND CONNEC
TION
TO HIGH-‐PR
ICED
BRA
ND
p < 0.01 n = 22 F = 32.316
Simple effect of collabora0on with non moderator
Introduc3on
Case 2
Case 3
Case 1 Conclusion
Limited quan3ty
Case 1 Case 2
Case 3
3 Moderators for Maintaining Customer’s SBC
Collabora3on with
high-‐priced brand
Establishing new brand
First moderator Second moderator Third moderator
Introduc3on
Case 2
Case 3
Case 1 Conclusion
Limited quan3ty
Establishing new brand
Collabora3on with
high-‐priced brand
Case 2
Case 3
First Moderator
Case 1
Does limited quan3ty moderate nega3ve effect of collabora3on ?
Introduc3on
Case 2
Case 3
Case 1 Conclusion
Case 1 Result of ANOVA
361
190.727
287.118 277.941
0
50
100
150
200
250
300
350
400
BEFORE COLLABORATION AFTER COLLABORATION
SELF-‐BRA
ND CONNEC
TION
TO HIGH-‐PR
ICED
BRA
ND Non-‐Limited
Quan3ty
Limited Quan3ty
p < 0.01
n = 22
F = 9.258
n = 17
Non moderator
Discussion for case 1 Introduc3on
Case 2
Case 3
Case 1
Conclusion
Limited quan3ty
With “Limited quan3ty,” it has high scarcity. Only just a few people can get the product. Limited quan3ty moderates nega3ve effect of collabora3on.
SBC goes down
SBC is maintained
Second Moderator
Collabora3on with
high-‐priced brand
Case 1 Case 2 Case 3
Limited quan3ty CC Establishing new brand
Introduc3on
Case 2
Case 3
Case 1 Conclusion
Does Collabora3on with high-‐priced brand moderate the nega3ve effect of collabora3on ?
Case 2 Result of ANOVA
Introduc3on
Case 2
Case 3
Case 1 Conclusion
361
190.727
258.699 269.286
0
50
100
150
200
250
300
350
400
BEFORE COLLABORATION AFTER COLLABORATION
SEL-‐BR
AND CONNEC
TION
TO HIGH-‐PR
ICED
BRA
ND
With Low Priced Brand
With High Priced Brand
p < 0.01
n = 21
n = 22
F = 15.567
Brand image will stay high in collabora3on if the product is marketed as a high-‐priced brand. Also, the brand can maintain its brand value. Collabora3on with a high-‐priced brand moderates nega3ve effect.
Introduc3on
Case 2
Case 3
Case 1 Conclusion
Collabora3on with
high-‐priced brand Non moderator
Discussion for Case 2
SBC goes down
SBC is maintained
Case 1 Case 2 Case 3
Limited quan3ty CC Establishing new brand
Introduc3on
Case 2
Case 3
Case 1 Conclusion
Third Moderator
Collabora3on with
high-‐priced brand
Does Establishing new brand moderate the nega3ve effect of collabora3on?
Case 3 Result of ANOVA Introduc3on
Case 2
Case 3
Case 1
Conclusion
361
190.727
250.765
309.529
0
50
100
150
200
250
300
350
400
BEFORE COLLABORATION AFTER COLLABORATION
SELF-‐BRA
ND CONNEC
TION
TO HIGH-‐PR
ICED
BRA
ND
With Original Brand
From New Brand
p < 0.01
n = 22
n = 21
F = 23.681
Introduc3on
Case 2
Case 3
Case 1 Conclusion
Customers will dis3nguish their favorite brand from the new brand. So they won’t dislike the new collabora3on. Establishing a new brand moderates the nega3ve effect of collabora3on.
Establishing new brand
Non moderator
Discussion for Case 3
SBC goes down
SBC goes up
Introduc3on
Case 2
Case 3
Case 1 Conclusion
Limited quan0ty Collabora0on with high priced brand
Establishing new brand
Conclusion
> >• Maintaining a rela3onship between customers and brand image
• Acquiring new clients • Brand image isn’t hurt
• Keeping original customers
• Maintaining a rela3onship between customers and brand
• Crea3ng word of mouth
• Modera3ng customer’s nega3ve feelings
• Newsworthy
• Maintaining a rela3onship between customers and brand
• Maintaining high scarcity
• Superiority complex is maintained.