問21
頻出度★★★
コーポレートブランドを高める目的として, 最も適切なものはどれか。
平成31年度 春期 ITパスポート試験 問21
ストラテジ系企業活動 › 経営・組織論
This question's explanation and your answers so far.
解説
問 21
Incorrectア
Delivering to customers value that competitors cannot provide, based on the unique skills and technologies the company possesses, describes “core competence,” a company's central strength. It focuses on the uniqueness of technology and capabilities, not on enhancing the brand image carried by the company name, so it is incorrect.
- イ
正解 A corporate brand is the idea of using, as a valuable asset, the sense of trust and image of quality that the company name itself gives to customers. If merely hearing the company name makes people think “products from that company should be of good quality,” then even without selling each individual product from scratch, the products become easier to choose, giving a competitive advantage. Choice イ states exactly that it “brings competitive advantage by evoking an image of the quality of products or services from the company name and the like,” correctly explaining the purpose of enhancing a corporate brand. Therefore the correct answer is イ.
Incorrectウ
Publicly announcing to society the company's universal values and the basic principles of its business activities to gain the empathy of stakeholders describes the “management philosophy (corporate philosophy)” and its declaration. It conveys the company's thinking and stance, and its purpose differs from enhancing brand value by evoking a quality image from the company name, so it is incorrect.
Incorrectエ
Developing and producing private-brand goods in cooperation with manufacturers under the initiative of distributors and selling them at low prices describes a “private brand (PB).” It is a method whereby the retail/distribution side attaches its own brand and sells cheaply, which is a different thing from the purpose of enhancing the company's own corporate brand, so it is incorrect.
ここがポイント
- A corporate brand is the idea of using the trust and quality image inherent in the company name itself as an asset, thereby leading to a competitive advantage.
- The key is distinguishing it from similar terms: it differs in purpose from core competence (unique technology and capabilities), management philosophy (declaration of values), and private brand (distributor-led, own low-priced goods).
用語