브랜드의 國際化에 관한 硏究 : 브랜드 네임과 시각적 특성을 중심으로 = (A) study about internationalization of brand

다국어 초록 (Multilingual Abstract)

Human society over the millenniums has evolved from villages to city-states to empires to nation-states. In this century, everything become global. Now not only are politics issues global, so are economic and even cultural ones. People everywhere produce and consume in a single networked economy, and increasingly the global village has plunged into an age of Brand Marketing beyond time and space.
In such a society, people in par-flung places share the same interesting and reap the same technological benefits of sharing information, making decisions and acting to achieve a common goal without the restraints of time or place.
As consumer's desires are diversified and individualized with the increase of income and the opening of the domestic market to the foreigners and the standardization and uniformity of productive technology and products make the differentiation of quality and price of the product difficult, brand prcorporate image has become an important factor rather than the product or service itself in determining the purchase of a particular product.
This thesis consists of four chapter as follows ;
Chapter 1. discusses the purpose, scope and method of study as an introduction.
Chapter 2. discusses theoretical background of internationalization brand, brand naming and visual design.
Chapter 3. a case study, deal with internationalization of brand name and a visual characteristic.
Chapter 4. closes this study as a concluding part.
As they develop into multi-national corporation, Korean companies must recognize the need for effective brand naming strategy and concentrate their efforts on improving the internationalization of brand name. If it is effective, contribute to the success of their overseas business activities.

목차 (Table of Contents)

• CONTENTS
• 第1章 序論 = 1
• 제1절. 硏究背景 및 目的 = 1
• 第2節 硏究의 構成 및 方法 = 2
• 第2章 Brand의 理論的 考察 = 3
• 第1節 Brand에 관한 제 이론 = 3
• 1. 브랜드의 중요성 = 3
• 2. 브랜드의 가치 및 마케팅 = 9
• 3. 브랜드와 소비자와의 관계 및 광고 = 13
• 第1節 Brand의 국제화 = 22
• 1. 국제마케팅 現況과 環境的 要因 = 22
• 2. 國際化를 위한 브랜드 네임 = 24
• 3. 國際化 브랜드의 視覺的 特性 = 31
• 第3章 國際化 브랜드 네임과 트레이드마크 = 37
• 제1절 外國企業 브랜드 事例 = 37
• 1. 애플(APPLE) = 39
• 2. 맥도날드(McDonald's) = 42
• 3. 나이키(NIKE) = 45
• 第2節 國內企業 브랜드 사례 = 49
• 1. 팬텀(FANTOM) = 49
• 2. 홍진 크라운(Hong Jin Crown) = 54
• 3. 대교엔터프라이즈 = 59
• 제3절 企業 브랜드 마크의 變遷 비교 = 65
• 第4章 結論 = 73
• 參考文獻 = 75
• Abstract = 77