원문정보
A study on building strategic brand Identity for the globalization
초록
영어
Marketing communication environment of contemprary history society converting to direction of communication from manufactured goods and consumer in the past to connection brand and consume. Change in marketing communication , which is spoke by brand, made people to search for various ways to build strong brand. Strong brand is determined by brand image building that consumers are aware of. Brand image, which projects consumer's personality, is a channel where one consumer delivers his/her image to others. Brand identity, the core concept of brand image, has changed from corporate marketing where people focus on d i fferentiation by exposing product functional side to the approach that uses emotional characteristics or images. Since the beginning of the 21C the re-interpretation of the term "brand" has been highlighted as a topic for the marketing and design activities in the age of globalization. Therefore, This study is to define the brand and its identity as topics and to review the brand identity, strategy, marketing, equity and role that comprize the brand itself, in a concrete case, to judge the situation of progressive manner to offer a guidance on the domain vision of the global brand to be used more frequently and readily in the future.