[5A] Design Methodology

[5A-05] Research on methods for building local brands for enjoyment in daily life

*Reina Eguchi¹, Naoki Wakabayashi² (1. SAPPORO CITY UNIVERSITY GRADUATE SCHOOL, 2. SAPPORO CITY UNIVERSITY)

Keywords:Experience Value, Regional Brand, Sapporo

This study focused on the process of local brand development in daily life in Sapporo. Through this process, we aim to create a brand that deepens people's attachment to their own town. Two approaches to creating local brands were then examined: The first is the process of designing user experiences. The second is the process of designing products. We interviewed executives about these approaches. As a result, we found that they sympathize with the approach of cultivating local brands in their daily life.