國內 中小企業 브랜드의 글로벌 戰略에 대한 硏究 : ‘로만손(Romanson)’브랜드를 中心으로 = (The) Research for Global Brand Strategy of Domestic Medium and Small Company

다국어 초록 (Multilingual Abstract)

Because of the reasons such as the WTO system emerging, the developing of many kinds of mass media, IT(Information Technology) Business and Transportation Technology, the global consumer has common taste . That is to say, the global market has become one market. This economic situation makes it easy for international Company having Global Brand like IBM, Coca-Cola, Nike etc. to enter the korean market and makes Korea Companies have the Global Brand. Most Korea big companies exporting their product or service could live longer in the global market. But, for medium-small company, because 'Korea' National Brand is not so good as advanced country and medium-small company has not much money and man-power compared with big company, it is difficult to live one globalized market. So, it is necessary to make very strong power brand and global brand that most global consumer can recognize in anywhere, anytime.
Brand elements have been composed of Brand Name, Symbol & Logo, Character, Slogan, Jingle, Packaging. These factors make brand identity.
Brand equity has suggested good information about product and service to consumer and has the power to make money to develop company.
The high brand equity can create new customers and manage the existing customer without any marketing cost. And more, that makes a company enter into the global market very easily.
The very strong power brand has no possibility to fail in business to enter into new market and marketing cost is not so high.
In spite of having many problems, the medium-small company 'Romanson' has exported its product in 60 countries by using its corporate brand 'Romanson'.
Based on affirmative Brand Identity by BIP program and strong Brand equity, 'Romanson' company has developed constantly. To add brand equity and brand power, 'Romanson' has made high quality, high technique, unique products, supported brand continuously in many ways like event, outside signboard, magazine ad, donation etc.
Based on global mind, global brand name and unique brand logo have been created. Marketing strategy fitting for each country, each market situation is helpful to develop brand power. To satisfy the differential customer needs, the 'Romanson' company has positioned designers in each brands and products.
But, most of all, company CEO regards brand very highly as invisible asset. The global brand is essential condition for Korea company to become global company.
Lastly, I hope this research will be helpful to medium and small company marketer and especially to CEO managing medium and small company.

목차 (Table of Contents)

• 제I장 서론
• 제1절 연구의 배경 및 목적 = 1
• 제2절 연구의 방법 및 구성 = 3
• 제II장 브랜드에 관한 일반적 고찰 = 4
• 제1절 브랜드의 정의와 기능 = 4
• 제2절 브랜드의 구성 요소 = 7
• 제3절 브랜드 자산(Brand Equity)의 개념과 특징 = 13
• 1. 브랜드 자산의 개념 = 13
• 2. 브랜드 자산의 원천 = 14
• 제4절 파워 브랜드의 개념과 구성요소 = 21
• 제III장 글로벌 브랜드 전략 = 25
• 제1절 글로벌 브랜드의 정의 및 의의 = 25
• 제2절 글로벌 브랜드의 10가지 특징 = 28
• 제3절 글로벌 브랜드의 개발 = 32
• 제IV장 로만손 = 38
• 제1절 한국 브랜드의 현황 = 38
• 제2절 글로벌 브랜드'로만손(Romanson)' = 41
• 1. 브랜드 네임(BrandName) = 41
• 2. 브랜드 로고(BrandLogo) = 43
• 3. 파워 브랜드 로만손 = 44
• 4. 글로벌 브랜드 전략(Global Brand Strategy) = 52
• 제V장 결론 = 60
• 제1절 연구 결과의 요약 및 시사점 = 60
• 제2절 연구의 한계 = 62
• 참고문헌 = 64
• ABSTRACT = 66