Brand remodeling Remodeling DNA

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1

2 Brand remodeling Remodeling DNA

3 2

4 2003 7, * * *3 4 *4 * D.Aaker *6 3

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6 KAGOME

7 IR 6

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14 , ,000 2,771,

15 NRP NRP 98 5 GM COO NRP 14

16 15 NRP

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22 Z 21

23

24 23

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26 25

27

28 ,200 2,364, , , ,

29

30 WWBP * World Wide Brand Positioning(WWBP) 29

31 WWBP WWBP WWBP WWBP WWBP WWBP 1999 NK WWBP DNA WWBP Atenza WWBP

32 RX , , , WWBP WWBP WWBP WWBP WWBP Zoom-Zoom Stylish Insightful Spirited Stylish Distinctive Design Insightful Exceptional Functionality Spirited Responsive Handling Performance

33 AC AC

34 Quality Vision Design Policy Quality Vision 21 Among Leader Best in Class Competitive Un-competitive RX-8 RX-8 R X Zoom-Zoom 33

35 WWBP AC WWBP

36 WWBP Zoom-Zoom Stylish, Insightful, Spirited NRP 4 AC 35

37 *

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39 *15 38

40 39

41 *16 *

42 *18 19 *20 41

43 *21 42

44 -8 *22 43

45 *23 *24 44

46 45

47 * * * Aaker(1997) * * *6 Aaker(1991) *7 * Ford(Lincoln, Mercury)MazdaVolvoLand RoverJaguar Astron Martin * *13 Aaker

48 *14 Aaker * * * *18 Aaker *19 * *21 Aaker * * *

49 Aaker,David A.(1994) Managing Brand Equity.(,1993 ) Aaker,David A.(1996) Building Strong Brands,Free Press.(,1997 ) A DIAMOND Family2001 No.134, , NISSAN Brand IdentityBrand Marketing Seminar ,

50 p Vol. p p p p p p p p p RE Stories on MAZDA Stories on MAZDA Stories on MAZDA MAZDA Official Website Web Museum Auto ASCll ,Vol P

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