brandfamiliarity-well known)과 긍정적 상표 존중(positive brand regard-well regarded)을 측정하였다. 14개국에서 70개의 제품 범주에 대하여 실시하였는데, 그중 의복에 관한 결과를 중심으로 살펴보면, 나라마다 상표강도의 순위가 다르게 나타났으며, 다른 제품과 비교시 일관되게 친숙성순위에 비해 존중감 순위가
brand value and characters that are familiar to customers. Which game would you buy when there are two golf games one is “Mario Golf” with your favorite Super Mario and the other is “Someone’s Golf” published by some company you’ve never seen. The answer is obvious. In the stage of maturity, this complex state of competition became a lot simpler. Only a few games left and they fight f
brand image behind Samsung
(Opportunities) (Threats)
1. Fast growing market for premium product- Prada phone.
2. New trend for convergence technology – customers need for the products.
3. Product familiarity aroused by movie 007
4.Recovering economy leading customer consumption in the market. 1. Smart phone and other popular brand in demand
2. Similar product launching- Samsung
3.
③ 커뮤니케이션 탄력성이 높은 시장
④ 초등학생의 준거시장
<중략>
① Brand Name의 각인 경쟁
② ‘재미’ 있느냐의 경쟁
③ 부라보콘 상대적으로 ‘재미’ 부족
10대 Consumer Insight에 숨겨져 있는
소비자의 ‘심리타점(Sweet Spot)’을 발견하여
구매동기 자극과 함께 Brand를 차별화 시키는 전략
familiarity or likability about its product positively.
And in the last part of this ad, "No WhalMyungSu without bu-chae" copy is located. Location of message also affects attitude forming of consumer. With recency effect, they could enhance consumers’ retrieval rate.
2005~07: Ads for ‘Brand Revitalization'
In 2005 and 2007, the new marketing ‘Brand Revitalization' appeared. Gas WhalM