Strategic Branding of Financial Services:An Analysis of Income Contingent(DeunDeun) Student Loan Contracts

다국어 초록 (Multilingual Abstract)

[Purpose]Despite the fact that many students rely on student loans to fund university tuition, there is little brand research that focuses on financial products related to education. This is especially the case for income－contingent student loan contracts.
[Methodology]In this case study, we review relevant literature on brand strategy and utilize Keller’s theory on brand equity to formulate a strategy for successful brand management of income－contingent loan contracts.
[Findings]Income－contingent student loan contracts differ from other student loan products in that students can repay their debts after they start to generate income. But despite the merits of such loans, such as DeunDeun Student Loan, they remain largely unknown to most students.
[Implications]Successful brand management of income－contingent loans should generate sufficient demand from end users and, in turn, enhance the welfare of students. In addition, broader benefits of this analysis include capability enhancement of policymakers in designing and promoting financial products, especially those related to education.

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