prestige brand”
중국 = “명패(名牌) – 이름난 품패(品牌)
나. 명품의 조건
1) 생산 숫자가 적어야 한다
2) 아무나 쉽게 살 수 없다
3) 장인의 혼이 깃들어야 한다
4) 사용하는 자의 애정과 세월이 깃들어야 한다
다. 명품의 실태
<대륙별 명품 소비 순위>
1위 : 아시아(45%)
공동 2
Brand Management
3H(high Quality,Image,Service)전략
High prestige 브랜드 이미지 확립
글로벌 브랜드 이미지 창출
- 동양의 신비함 + 서양 아름다움
- 고급이미지 형성
브랜드 이미지 관리
- 멀티 브랜드 전략
- 신인 아티스트, 문화 공연 지원
Multi Brand Strategy - High Prestige & Prestige
Luxury, Unique brand image
High price product
The famous IT brand
Friendly brand image
TV -> cellular phone
Inside
Most Advanced Technology
Only in LG mobiles
Outside
Just Aesthetic point
Not User-friendly Tech.
LG only pays attention to Design technology
Android
Gingerbread
16GB
4.3 inch Display
8MP Camera
Looks similar,
But we have more prestige design
“DRAMA” : 여성이 꿈꾸는 생활을 충족시켜 주는 브랜드
BRAND VALUE 관리
- 철저한 브랜드 가치 관리를 통한 Prestige Image 유지
DRAMA 요금 상품 + Membership + House + Phone
가입자 측면에서 높은 성과 달성
: 1년 만에 50만 누적 입자 달성
: 전사평균 매출 30% 증가로 매출증진에 기여
- 2002년 DRAMA 순수 매출액 : 147
prestige.
The Alessi Museum
Inaugurated in 1998, the Alessi museum was created to be filled with all the objects, drawings, images and documents of any kind, significant for the company. The museum is connected in a competent and direct way with international museums and cultural structures, developing common activities and initiatives.
Website and Blogs
Alessi makes affirmative use of o
②Train travel
Train travel is another concept for TV advertising. This is mainly aiming for brand image positioning. Product target market is young career women who care to keep in good looking. And they prefer prestige image than men do.
We`ll make some series of advertising with young people travelling in Europe by train. People in advertising like eating our product.
The images
1. Brand history
Established Estee Lauder Inc. in 1946
Estee Lauder owns 28 prestigious brand
Made Manhatten restaurant into own manufacturing factory :
made creames and olis on the stove at nightand sold during the day
2. Mission & Vision
Mission statement
“bring the best to everyone we touch and
be the best in everything we do.”
Strategic vision
“To be t
brand Lolita Lempicka in April 1997.
The U.S
AMOREPACIFIC Corporation's American business activities are being undertaken with a focus on the company's flagship brand AMOREPACIFIC, which is a modern distillation of oriental beauty. AMOREPACIFIC, on the cornerstone of its success in NewYork and Seoul, is solidifying its position as a genuine prestige as well as communication the u
brand presence with significant scale
Raising Issues
A. Manufacturing System
-Analysis & Conclusion
B. Supply Chain
-Analysis & Conclusion
Issue A.
How Samsonite manage global manufacturing system?
Conclusion
3 effective strategic approach
Outsourcing; quality management
; R&D production and innovation.
A. Manufacturing System
If you were CEO of Samsonit