TANAKA Hiroshi

J-GLOBAL         Last updated: Oct 3, 2019 at 04:09
TANAKA Hiroshi
Chuo University
Chuo Graduate School of Strategic Management
Job title
Master of Arts in Journalism(Southern Illinois University at Carbondale, Journalism Graduate Studies), Ph.D. in Economics, Kyoto University(Kyoto University)
Research funding number


Professor, Graduate School of Strategic Management, Chuo University, Tokyo, Japan. Research interests: Marketing, Consumer behavior, Advertising, Brand strategy.

Research Areas

  • Management / Management / Business administration.
  • Management / Commerce / marketing

Academic & Professional Experience

Apr 1975
Apr 1996
Marketing Director, Dentsu Incorporated.
Apr 1991
Sep 1991
Apr 1996
Mar 1998
Associate Professor, Faculty of Economics, Josai University.
Apr 1996
Sep 1996
Apr 1998
Sep 1998


Apr 1970
Mar 1975
Hispanic Studies., Faculty of Foreign Language, Sophia University
Aug 1983
Mar 1985
Journalism Graduate Studies, Southern Illinois University at Carbondale, Journalism Graduate Studies
Apr 1988
Mar 1991
business & commerce, Graduate School, Division of Commerce, Keio University

Awards & Honors

Mar 2019
Japan, Academic Research Award, Chuo University
Oct 2018
著書『ブランド戦略論』(2017年、有斐閣)に対して。, マーケティング本大賞 大賞, 日本マーケティング学会
Oct 2018
著書『ブランド戦略論』(2017年、有斐閣)に対して。, 日本広告学会 学会賞, 日本広告学会
Oct 2013
メディア接触のコウホート効果に関する研究, Best Paper Award, Japan Academy of Marketing
Winner: Ishida, M., Tanaka, H., & Suzuki, A.
Mar 2009
広告心理, 中央大学学術研究奨励賞, 中央大学

Published Papers

Intellectual property and brand: What intellectual property department can contribute to the enhancement of brand equity.
TANAKA, Hiroshi.
Intellectual Property Management   69(4) 573-583   Apr 2019   [Refereed][Invited]
The objective of this article is to identify what intellectual department can do to contribute to the enhancement of brand equity. The author argues that brand nurturing and activation of brand asset are two major roles intellectual property mana...
Brand, exchange and innovation: An exploration of explananda in marketing.
Tanaka, Hiroshi & Rokkaku, Mari.
Japan Marketing Journal   36(3) 71-87   Dec 2016   [Refereed]
This paper argues what roles brands play in human exchange, and how innovation creates brands.
Luxury brand strategy in automobile industry: A case of Lexus.
Takada, Atsushi, & Tanaka, Hiroshi.
Japan Marketing Journal   36(3) 52-70   Jan 2017   [Refereed]
This paper is to argue if Lexus, an automobile brand from Toyota, is a brand in luxury category.
Significance and development of brand experience concept: Developing Brand Experience Measurement in Japan.
Hiroshi TANAKA and Fumi MIURA
Japan Marketing Journal   36(1) 57-71   Jun 2016   [Refereed]
Upon reviewing literature of brand experience, measurement of brand experience was explored.
Marketing Management at Regional Headquarters in Singapore: Exploration of Key Factors for Success.
Hiroshi TANAKA
Advances in Global Business, Vol.25, 219-220.The 25th World Business Congress of the International Management Development Association.   25 219-220   Jun 2016   [Refereed]
This study explored strategy of marketing management at Regional headquarters in Singapore.


Thoughts on Brand Strategy: After publishing Integrated Brand Strategy.
Tanaka, Hiroshi.
Me:iku   2018(Vol.3) 3-7   2018
How to plan brand strategy
Hiroshi Tanaka
Gas and Energy News   2018(8/27)    Aug 2018
Is it good to have a strong brand?: On brand omnipotence.
Tanaka, Hiroshi.
President.   2018(3/19) 112-113   Mar 2018
Exploring Historical Status of Brand during Edo Era in Japan: From Pre-modern to Modern Period
Tanaka, Hiroshi.
Keizaigaku ronsan.(The Journal of economics.)   58(5・6(合併号)) 123-134   Mar 2018
Advertising Strategy in the Age of Social Media.
Tanaka, Hiroshi.
Theories and Approaches to Advertising Communication.   2018(12月20日) 13-22   Dec 2017

Books etc

Integrated Brand Strategy: Theory, Practice, & Cases.
Tanaka, Hiroshi.
Yuhikaku Publishing, Co.,Ltd.   Dec 2017   ISBN:4641165106
Digital Marketing Strategy: A Casebook.
Ogiwara, Takeshi, & Tanaka, Hiroshi. (Part:Joint Work, Ogiwara: pp.51-241. Tanaka: pp.1-48.)
Dobunkan Publishing.   Aug 2017   
Explored current status of digital marketing and success cases were described and analyzed.
Contemporary Advertising.
Kishi, Shizue; Tanaka, Hiroshi; Shimamura, Kazue.
Yuhikaku.   Apr 2017   
Consumer Behavior
TANAKA, Hiroshi.
Chuo Keizai Sha   Mar 2015   
This book covers whole area of consumer behavior, and intends to be a standard textbook in this field.
Handbook of Brand Strategy
Hiroshi TANAKA. (Part:Editor, 担当:「はしがき」i~iii,「第10章 ブランドの歴史」pp.207-235)
Yuhikaku Publishing.   Nov 2014   
Review of brand research by 13 leading researchers in Japan.

Conference Activities & Talks

Exploring new framework for brand strategy.
Japan Marketing Academy. Research project Meeting.   Mar 2018   
Paradox of Luxury Brands.
Takada, Atsushi, & Takuwa, Hajime.
Japan Academy of Marketing, Research Project special session. Round table discussion.   Mar 2017   
Examined the concept of Paradox of Luxury Brands.
Transformation of Luxury Brands
Institute for Innovation Management, Hosei University. Brand and Global Economy.   Feb 2017   
統一論題シンポジウムパネル討議「グローバルブランドと経営革新」、国際戦略経営研究学会第 9 回年次大会・研究発表大会、青山学院大学。
共同討論者:阿部剛士(横河電機)桑山三恵子(一橋大学)白田 佳子(SBI大学院大学)鈴木研一(明治大学)。
国際戦略経営研究学会   Sep 2016   
国際戦略経営研究学会第 9 回年次大会・研究発表大会、青山学院大学。共同討論者:阿部剛士(横河電機)桑山三恵子(一橋大学)白田 佳子(SBI大学院大学)鈴木研一(明治大学)。
Marketing management at regional headquarters in Singapore: Exploration of key factors for success.
International Management Development Association. 25th World Business Congress. Kingston University, London, UK.   Jun 2016   
The objective of this study is to explore key factors for marketing success of Regional Headquarters. In-depth interviews were conducted in Singapore with marketing managers at six American, European, and Japanese MNCs. The results were analyzed t...


Mar 2014 - Mar 2014

Research Grants & Projects

コミュニケーション・ダイナミズムが革新する新交流社会におけるメディア・マーケティング・生活の進化 ―2020年のマーケティングコミュニケーション構造と広告―
公益法人吉田秀雄記念事業財団: 公益法人吉田秀雄記念事業財団委託研究プロジェクト
Project Year: Apr 2011 - Mar 2014
文部科学省: 科学研究費補助金(日本学術振興会・文部科学省)-基盤研究(C)
Project Year: Apr 2010 - Mar 2013    Investigator(s): 木村純子
文部科学省: 科学研究費補助金(日本学術振興会・文部科学省)-基盤研究(C)
Project Year: Apr 2007 - Mar 2010    Investigator(s): 木村純子
消費文化の変容に関する研究 -日本・アメリカ・アジアの国際比較研究-
Project Year: Apr 2007 - Mar 2008    Investigator(s): 木村純子
マーケティング技術と実務知識の日本から東アジア諸国への移転研究(Studies on transfer of marketing technology and know-how from Japan to Eastern Asian countries
文部科学省: 科学研究費補助金(日本学術振興会・文部科学省)-基盤研究(B)
Project Year: Apr 2006 - Mar 2009    Investigator(s): 小川孔輔