부동산마케팅에서 브랜드관리에 관한 연구

• 영문명: A Study on the Brand Management in Real Estate Marketing
• 발행기관: 한국부동산정책학회
• 저자명: 조광행(Cho, Kwang-Haeng) 최현일(Choi, Hyun-Il)
• 간행물 정보: 『부동산정책연구』제14집 제2호, 39~54쪽, 전체 16쪽
• 주제분류: 사회과학 > 정책학
• 파일형태: PDF
• 발행일자: 2013.12.30

영문 초록

In this study We hope to answer the question, “In real estate marketing, how to do brand management efficiently. In order to solve the research problem, we have established specific objectives of this study as follows. First, we should analyze the methodology of developing brand name in real estate marketing. Second, we should propose the brand strategy to establish brand equity in real estate. We have explored theoretical background to accomplish the research objectives by reviewing the related previous researches, reports, and case studies on marketing in real estate. The findings of this study can suggest the implications as follows. First, the methodology of developing brand name and evaluating brand power are analyzed. Secondly, the strategy of managing brand equity are specifically proposed. They will contribute to theoretical progress of understanding on brand in real estate. Our study enlarges general marketing to real estate marketing by analyzing brand power and brand management. However, our implications should be evaluated in the light of certain limitation. Because our study shows the characters of exploring study, the future study of cross-sectional design survey should be conducted so that brand power and brand management in real estate can be assessed more accurately.

목차

Ⅰ. 서론

Ⅱ. 브랜드의 개념과 중요성

Ⅲ. 부동산 브랜드명의 개발

Ⅳ. 브랜드자산 구축을 위한 브랜드관리

Ⅴ. 결론 및 시사점

참고문헌

키워드

Real Estate Marketing Brand Management Brand Equity Brand Power