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분야
docx◈ General Research for the Chosen Brand
1. Situation analysis
2. Target analysis
3. Brand positioning
4. Communication concept
◈ Analysis of the Psychological Processes
◈ Assessment and Strengths & Weaknesses
◈ Suggestions
1. Make a strong emphasis on and a connection with Korean Airline with travel
2. Show a good image of Korean Airline supporting social welfare
- To make a comparison, the other big domestic competitor, Asiana Airline, appeals to emotions through comfortable, tender atmosphere. On the other hand, Korean Airline is aiming to improve customer satisfaction under the basic duties of Korean Airline by appealing with a perfection, quality, thoroughness, convenience.
- With a perfect and best image, Korean Airline strives to be distinguished among other competitors and they have a brand positioning effect to be in that image. This positioning condition is related to convenience factor, the goal which the airline should prioritize such as route, schedule, scale, alliance with other airlines, total service quality and so on. Also, in the current Korean Airline advertisement, they focus on this subject ‘Travel guide’ for young people.
4. Communication concept
Communication concept of Korean is a story telling style. The advertisements with this concept have been broadly shown through TV, internet banner and printed advertisement. In the “Ask Japan about Japan(일본에게 일본을 묻다)” version of Korean Airline commercial, it is enough to excite consumers’ emotion. Although Japa
