Zio Zia has been grown up a valuable brand in men’s character-formal-suits market. Moreover, it launched ‘AndZ homme’ as a kind of brand-extension strategies, and it opened a multi-shop ‘The Z’ that is consist of ‘Zio Zia, ‘AndZ homme’, ‘AndZ jean’, ‘BOTTLE jean’, ‘AndZ by JUNG YOON KI’, ‘AndZ JINA’, ‘David Mayer’, etc. for meeting consumer’s needs.
What is the brand extension?
It’s a supervision strategy for the brand
to improve success rate of the new product
making use name-recognition, payment of royalty,
imaginative associations which consumers have
Ⅰ. 상표확장의 개요
기업의 제품이나 서비스를 식별하고 (Identify),
경쟁자의 제품이나 서비스를 차별화하고 (Distinguish),
소비자의 마음속에 가치 있게 느끼게 하는 (Value-Create) 경험적 상징 체계
(Experiential Symbolic System) 를 말한다.
상표확장 (Brand Extension) : 높