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영어

Despite the economy depression, coffee shop market has grown continuously. Also various new coffee shops have been opened in every district of Korea. The coffee industry is getting bigger with high potential expectations, however due to the severe competition among the expanded number of existing domestic coffee shop and also franchises such as Starbucks. Coffee companies differentiate themselves with their own branding concept in order to hold a dominant position in this competitive industry. Even though they have their own concept and represent themselves for being different from other coffee companies, there was no consumer feedback on brand image of the concept of the coffee companies. The survey was based on the first half of 2009 coffee shop market and picked top five coffee shops from the chart with people in 10s~50s men and women living in Seoul. As a result, the factor of dining atmosphere display is the second factor after the coffee taste when customers go to coffee shops. Especially, Coffee Bean and Angel-in-Us are the best places for representing their concepts in the coffee shops. One of the noticeable results in the survey is Brand concept and Brand Image of Hollys Coffee. Hollys Coffee renewed the concept and gave changes in the shops but there wasn’t much intersection between the concepts and Brand Imaging. Therefore, there should be more research and effort of Brand Image and interchange of Brand Identity and Brand Image to hold a dominant position in the fierce competition of coffee shop industry.