■ 브랜드 아이덴티티의 정의
브랜드 아이덴티티(brandidentity)는 기업이 고객들로부터 자사 브랜드에 대해 궁극적으로 기대하는 연상(brandassociation)으로 정의된다. 이를 위해서는 알리고 싶은 브랜드의 모습인 브랜드 아이덴티티를 정립해야 하는데, 소비자들이 인식하고 있는 자사 브랜드에 대한 이
ident
1. It is hard to find powdered milk advertising from ILDONG
-> low brandawareness
2. Consumers cannot buy their product in common supermarket
-> Limited channel distribution
3. Available a few online store, specialty stores sells Korean product
-> Selective channel distribution
Choose adequate vendor to supply their product
Conclude franchise agreements with fran
brand relationship, and emotional relationship. Social relationship is mainly achieved through Social Networking Services marketing, where businesses actively communicate with consumers and apply their responses directly to their marketing strategies. Brand relationship is related to a form of marketing where more specific form of contents is delivered to consumers through platforms like YouTube,
쌀을 대신한 주식이자 영양식
대표적 서민 음식으로 등극
웰빙 – 건강에 대한 관심 증가
고칼로리, 고염분 식품
부정적 이미지 탈피
새로운 패러다임 구축
주식 대용의 대체식품에서…
다양한 종류의 기호식품으로!!
>> 2011년 소비자들의 소비 성향을 살펴보면 웰빙 소비 성향의 고객은
cycles
The industry’s number one in terms of sales
Seasonality
X : VIPS has different events at each season
The critical factors
Competitive points, Concept, Brand image,
High quality menu, Exclusive atmosphere,
Clean facilities, Large parking area
1992
The first family restaurant
35 stores
Various exotic food
Repositioning
High price → A folksy low price image
a keen competition. Corporations are in agony that they hope to be superior to competitors via the advertisement and to inform how let them know their products to consumers in a friendly and impressively ways. And, advertisements are considered asa mean of competition to ease distribution between each brandas their trait or convenience are unified in modern marketing environment. Besides, consu
as the first competitive intelligence is used.
Abroad case is also 2 , motorolaand IBM. Motorolaand IBM is a typical case with competitive intelligence. motorola has competitive team at first, it cause superior result. however, IBM let in competition information team too late, but it is case that succeed.
1. 경쟁정보(Competitive Intelligence, CI)
경쟁정보전문가협회(Societ
as well as new niche markets, such as Flash memory.
The external analyses showed that there are many competitors that have begun to focus solely on production of low end DRAM. The greatest threat observed is the rampant growth of the Chinese company SMIC, which comes asa result of low-cost production and tax-incentives from the Chinese government. The primary recommendation that resulted fr
as Persimmon, Indigo Plant etc.
Exclusive design.
Avoid high price but high quality.
Fashion forward
I am NOT an ECO.
Eco products is not really eco-friendly.
-controversial message
Using Campaign.
Also mean importance of Design.
lower price than other organic products
Using natural dyes which we can easily get
Infra-structure of mass production
Why Jeonnam?
INTRODUCTION
Nowadays, and more than ever with this financial crisis that does not seem to end and create more and more losses every day, it is very crucial for companies to settle a long term strategy but also a back-up strategy to face problems such as the ones they could face during those times. A company has to have a strategy in order to be able to focus on the main points of the compan