@article{oai:niigata-u.repo.nii.ac.jp:00026372,
 author = {長尾, 雅信},
 journal = {新潟大学MOTレビュー, 新潟大学MOTレビュー},
 month = {Mar},
 note = {Branding a place and industry has been a challenging task for many communities. Collaborate marketing efforts of the multi-actor provide solutions to this challenge. A substantial body of research has investigated branding activities among local government, firms and outside designers and scholar in Sumida ward. This paper reports on qualitative resarch, exploring the quality and nature of branding activities which was based on existing place branding approach. The aim of collaboration isn't only outsorcing but also fostering volunteerism of firms as place branding actor through the interaction with outsiders. Among other findings, the study shows that the brand context which is based on historical-culture place brand equity may captivate new customers. Implications are provided and discussed from both practical and theoretical perspective.},
 pages = {25--42},
 title = {地域と産業のブランド化 : すみだ地域ブランドの取り組み},
 volume = {2},
 year = {2011}
}