brands and marketed more aggressively. Moreover, most of the off-course stores chose only to stock equipments produced by leading manufacturers and did not carry those of low-end companies. In offline stores where they sold low-end firms’ products, they normally sold stocks in discounted prices. The discounting shops usually appeal to rookie golfers who want to inspect equipments by themselves,
space to relax, featuring scenic views of the Han River and Acha mountains. Offering a total of 589 rooms, Deluxe rooms are conveniently located on the 3th to 11th floor of the Main Tower.
Deluxe
Matthew
Mattew Ondol \340,000
\480,000
\380,000
B. SHERATON TOWER : The Sheraton Club is recognized as ‘a hotel within a hotel’ with a private check-in as well as access to the Club Lounge. L
1.Meaning of Brand Name
Caffe + Beneve(Pleasant feeling)
= The caffe gives pleasant feeling
2.Brand’s Story
“I feel Europe with a cup of coffee in Caffe bene again today”
3.Differentiated Interior and Space Design
Pursuing a cozy ambience for
good place to stay
Differentiating from other urban coffee shops
through European vintage interior
4.Star marketing & PPL
Choosin
brand manias, trend-setters who try to be different from others)
Also from the research, Wizwiz was able to find out that the group of consumers that were interested in foreign goods generally resided in the Seoul area district, particularly from the Kangnamgu area.
Consumers visiting WizWid, with interest of foreign brands had relatively high incomes, signifying that that a majority of the con
space Design) 등이 있는데 각각은 독립적으로 존재하는 것이 아니라 상호 유기적인 관계를 가지고 있다. 이러한 구성요소는 다시 기업의 이념을 조형화 한 CI(Corporate Identity), 상품의 가치를 제고하기 위한 BI(Brand Identity), 조형성, 사용성, 인터페이스를 중심으로 하는 PI(Product Identity), 물리적 공간에 존재하