파워포인트 자료이므로 특성상 내용요약은 목차로 갈음.
1. What determines a place’s image?
2. Strategic image management
3. How can a place correct a negative image?
4. Making a positive out of a negative
5. Marketing icons
6. Removing the negative
7. What are the guidelines for designing a place’s image?
8. What is in a place brand name?
9. Con
가진 커리어 우먼을 메인 타겟으로
고품격, 합리적인 가격대의 패션 란제리를 제안하고 있다.
◎ Brand Name & Image 어원, 의미
EBLIN
Elegant (우아하고)
&
Beautiful (아름다운)
Lingerie 를 의미한다.
◎ Brand image (Image Positioning)
image due to lack of control on price issues.
Toyota
Can unify the brand under a single CI with a very simple distribution channel. Nevertheless, doing so would hinder DYK’s plans to position their cars as a high-end premium car.
Although Kia’s Entry Strategies very successful, Kia will have to entrance another class of car market later.
Then Chinese customer may think, “KIA? Cheap, a
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
Brand Concept이 Brand Positioning에 부합하는가?
신개념 가전?
New Brand Concept의 방향
신개념 가전의 가치
디자인과 혁신을 지향하는 기업
새로운 이미지
젊음을 느끼고 디자인중심의 생활로
Insight
“젊은 당신에게 에어컨이란?”
에어컨이 있어야 잠을 잘 수 있다
에어컨 바람이 있어야 부부생활도