ブランディング・ツールとしての企業博物

Corporate Museums as a Branding Tool　

Corporate Museum is one of the most effective tools for Branding: Internal Branding, External Branding, Corporate Branding, and City Branding etc. That is an interface to customers, a platform of stakeholders, and a forum for everybody, where the corporate history and culture are edited, shared and created. This paper focuses on Kao Museum that was established by Kao Corporation in 2007, because it is a good practice and example of Corporate Museum in Japan. Even competitor’s products are displayed here to study the history of Beauty and Cleanliness; therefore some foreigners visit the museum to research that from overseas. That helps Kao to build global branding.