Internal
1) 디카를 구매했던 경험
- 구매한 적이 있는지, 있다면 어떤 것인지, 만족을 했었는지,
불만족 했다면 그 이유는 무엇인지
2) 소비자의 특징
- 소비자의 나이, 연령, 성별 등
3) 소비자의 동기
- 취미 생활 목적, 작품 사진 목적, 여행 시 휴대 목적 등
External
주위 사
What is a Brand?
A brand is a person’s good feeling about a product, service or company
Brand
Emotional and psychological relationship you have with your customers.
Strong brands elicit thoughts, emotions and sometimes physiological
responses from the customers
The shortest distance between customer and price.
Customer DO NOT perceive significant differences in the product of co
3. Brand positioning
- 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 striv
- 소비자가 상품을 보았을 때 그들의 마음에 반영되는 이미지
- physical dimension : 속성, 재료, 그리고 상품의 디자인, 포장, 로고 등, 광고자가 그래픽과 이미지를 정의 내리는데 사용하는 글자, 윤곽, 예술성, 색
- psychological dimension : 느낌, 믿은, 가치와 사람들이 상품을 개성으로 인식하는 것
brand image when advertisement execution.(This could be adapted to the effect of endorsers on attitude formation. the image, behavior, and values of the endorser must be compatible with the image desired for the advertised brand. For example, 하우젠 advertisement model Kim yu-na.) Other rival companies gain this strength whereas e편한세상 don’t have model effect. Therefore, e편한세상