고부가가치 산업의 창업 활성화를 위한 한국이미지 제품의 브랜드화 사례 연구

• 영문명: A Study on Branding Strategy of Korean Image Products for Invigoration of Entrepreneurship on High Value-Added Industries
• 발행기관: 한국창업학회
• 저자명: 윤혜경(Hae Gyung Yoon)
• 간행물 정보: 『한국창업학회지』제10권 제1호, 69~92쪽, 전체 24쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2015.03.31

영문 초록

This study focuses on branding, which is emerging as one of key factors for corporate growth, and analyzes and discusses project cases of Korean image products with the aim of helping companies to move away from an OEM-dependent management structure, and explore branding strategies. The methodologies include analysis of project cases, suggestion of brand identity elements for branding, and discussions on branding strategies using brands for Korean image products. The findings can be summarized as follows: First, in order to establish brand identity the study created visual elements on trademarks and service marks to represent Korean images in order to deliver the visual characteristics of “branding of Korean image products” and explore the possibility of branding. Second, it was found that the positioning of brands may lead to the differentiation of Korean image products and the inducement of continued interest, while storytelling that combines Korean traditions and modern trends may lead to enhanced product competitiveness, and creative design that capitalizes on the uniqueness of Korean images can serve to improve brand image. Third, the utilization of diverse media such as fairs, exhibitions, and cultural experience events was found to be an effective means of communicating branding to consumers. The branding strategies of Korean image products may lead to academic-industrial cooperation style branding, and the strategy of differentiating Korean products through branding may contribute to enhancing the economic independence of small and medium-sized companies, which may drive businesses to seek brand values.

목차

Ⅰ. 서론

Ⅱ. 연구의 배경

Ⅲ. 사례연구

Ⅳ. 연구결과 및 고찰

참고문헌

Abstract

키워드

brand business fashion Korean image entrepreneurship