ABSTRACT
A Comparative Study on Brand Identity Strategy of Golf Wear Brands
Yim Kyung- Ran
Major in fas hion Business
Dept. of Clot hing and Arts
Graduat e School of Arts Chung- Ang University
Directed by Prof. Hong Byung Sook
The purpose of this study is to present a basic data for making brand identity strategy for differentiation golf wear brand a competition deepening the latest date, following are definite study question.
First, Categorized golf wear as imported, licensed, domestic and according to brand type, investigated the difference of each goods character, brand name, local brand favor, symbol, advertising strategy which results in B. I. decision.
Second, Investigated the difference of distribution strategy according to brand type.
Third, Investigated the difference of a special golf wear customer and goods purchasing type and life style.
As for study method, on based the documents study and enforced the positive study. Positive study was question survey which a merchandise planning situation a center of 19 kinds of golf wear brand merchandiser, designer and sales men from Aug. to Sep. 1999 move into dept. store four place in seoul. As for data analysis , used SPSS WIN program to frequent analysis, percentage, average, average vias, ANOVA, crosstab, t- test.
The following are of this study s conclusion.
1 In set up merchandise planning strategy was plan imported brands are clothing 150 style, supplies 27 style, licensed brands are clothing 201 style supplies 51 style and domestic brands are clothing 210 style, supplies 36 style so knew most of many style was plan clothing are domestic brands, supplies are licensed brands.
2 Apposite property goods considered good point imported brands are in a design and quality, licens ed brands are in a fabric and color, merchandise planning, and domestic brands is to a present low price goods, diverse design and size each it ems and imported brands show high sales rate "doing wear" licensed and domestic brands are before and after wear item.
3 In case of imported and licensed brands, brand name was impacted customer recognition, imported brands advertised one times, licens ed brands two or four times, domestic brands one or three times per month. Especially licensed brands used famous talent, domestic brands are sports star of advertisement model, marketing strategy was development sports event support form licensed and domestic brands.
4 Investigated result of golf wear customer feature main age grade are import ed brands from the middle stage of forty to an early stage fifty, licensed and domestic brands from the middle stage thirty to an early stage forty and certificate of residence are many imported and domestic brands is Kang Nam, licens ed brands is an ared, the job shows many a thing import ed and licensed brands housewives, domestic brands an independent enterprise.
5 In case of goods purchasing shows a trend imported and licensed brands customer pursuit essence of goods but domestic brand customer many purchased famous brands goods. life style shows many a thing utility pursuit type of customer all three type brands.
As a conclusion on base was present for set up the Brand Power of golf wear brands competitive power are Brand Identity strategy, so this study is thinking set up the golf wear marketing startegy be done helpful.
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