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제품을 개선하는 전략
상표전략의 평가 및 제언
ABC’s 상표확장전략 (re-)positioning (dis/parity with parentbrand)
:브랜드 자산을 활용한 대표적인 마케팅 전략의 한 방법
기존의 브랜드에 대해 소비자가 가지고 있는 브
, 쁘띠첼 요거빅)
모(母) 브랜드(parentbrand)와 기업에 긍정적인 피드백 제공
브랜드 의미의 명료화(풀무원, ESSE)
모 브랜드 이미지의 강화(나이키, 앙드레김)
신규 고객의 창출과 시장 커버리지 증대(브랜드 재활성화)
연속적 브랜드 확장의 기초 마련(하우젠 김치냉장고에서 세탁기, 에어컨 등)
brands and diverse product lineup, with about 30 brands
Net sales 69.3 billion won, Operation profit 14.8 billion won in the first-quarter
Overseas expansion, in more than 10 countries, from France, China, Singapore to the U.S.
Parents are paying More Attention to their child
Expect the baby cosmetics market to enjoy Rapid Growth
Customers show a High
I. Introduction
1. The Land Rover
Land Rover now is well-known automotive company, known for the best SUV specialty brand. It has been leading the market for more 60 years suggesting the standard of 4WD(four-wheel drive) in the market. Land Rover's parent company is the Rover group which is the largest auto company in UK. Land Rover has persisted producing 4WD since its first launch in 194
parents skeptical about the safety and effectiveness of existing products. Parents are worried about what they use on their children. They are extremely concerned about their children’s health, but lack professional knowledge on the safety issues of existing baby products. They want safe, transparent, trust-worthy products, which is what we will deliver to them. We will be the first domestic co