A Cause-Related Marketing Strategy with a Character Brand –The Case Study of Projects at Solar Bear Fund, a Japanese Non-Governmental Organization

Yasuyuki Yamagiwa,Megumi Harayama,Yurie Makihara

doi:10.1007/978-94-007-3010-6_84

A Cause-Related Marketing Strategy with a Character Brand –The Case Study of Projects at Solar Bear Fund, a Japanese Non-Governmental Organization

Yasuyuki Yamagiwa, Megumi Harayama + Show 1 more

https://doi.org/10.1007/978-94-007-3010-6_84

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Publication Date: Jan 1, 2012

Affiliation: Tokyo Zokei University, Blekinge Institute of Technology

#Case Study Of Projects #Cause-related Marketing + Show 8 more

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Abstract

Today’s society is full of complexity and faces difficulties in inviting future generations to have discussions in order to move towards sustainability. Cause-related marketing (CRM) is a good tool for companies and non-governmental organizations (NGOs) to collaborate in order to improve society. A new CRM strategy with character brand is discussed here in order to investigate strategic possibilities and explore the key factors around how to design the strategy. This is done through a case study of the projects at Solar Bear Fund, a Japanese NGO, and the companies working with the NGO. Recommended discussions for the future are also provided.

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