우리나라 기업의 브랜드 국제화에 관한 연구

• 영문명: A Study on the Global Brand Strategy of Korean Company
• 발행기관: 한국상품학회
• 저자명: 조원길(Cho Won-Gil)
• 간행물 정보: 『상품학연구』제33호, 337~355쪽, 전체 19쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2004.12.01

영문 초록

This Paper examines the Global Brand Marketing Strategy of Korean Company. Entering the 21st century, the global brand is at a crossroads. The ubiquity of global brands has become one of the defining features of modern life and one of the core tenet of modern marketing. Therefore, Korean company was conducted several interesting characteristics as follows: the exporter company employing brand marketing were found to engage in independent market research. Also, they tend to export products whose levels of quality are as competitive as to those of competing products from industrialized countries. Thus, global consumers may react powerfully against the increasing ubiquity of global brands and their homogenized identities. In assessing a brand's need for localization, marketers must consider four key factors: first, type. of brans, second, nature of the category, third, level of aspiration, four, nature of the local culture.

목차

Ⅰ. 서론

Ⅱ. 브랜드의 개요

Ⅲ. 브랜드의 가치와 중요성

Ⅳ. 브랜드 국제화 전략

Ⅴ. 결 론

참고문헌

Summary