ABSTRACT
A Study of Korea Consumer's Brand Image of 5 Worldwide Sports Brand
Park, Han Chul
Major in Brand Package Design
Graduate School of Industrial and management
Hanyang University
Directed by Prof. Kim, Kwang Hyun.
After the rapid growing period, the world economy has become stable and the standard of living has become higher. The level of technology has gradually equalized and brand image is emerging as a critical factor for consumers' purchasing nowadays.
In the meantime, due to the communication and information technologies , the world has become a single market and the domestic competition has no meaning anymore. World wide competition with the global enterprises is getting fiercer.
Under the economic environment , Korean manufactures are loosing domestic market because of the penetration of globally recognized brands . They are loosing also foreign market because of the price competitiveness of strong price competitiveness.
Especially consumers' interest in sports brands are increasing in these days , however brands except PROSPECS are bearish up-to-now. Due to the lack of the efficient publicity , consumers can not even recognize Korean brands from foreign brands.
Under these circumstances, this research focuses on figuring out the brand strategy of the famous foreign sports brands by analyzing the visual formation and its publicity methods to provide beneficiary information to the Korean SME's to help them develop their own competitive brands.
At the same time, a survey on the sports brand identity and preference was performed
The survey result shows;
First, the higher brand identity is the better the recognition of communication design of the brand .
Second, the better the preference of communication design of the sports brand is the preference or the higher the sports brand.
Third, masculine images are more favored than feminine images for the sports brand. Still, they also contain unique and friendly elements which brands should include.
Fourth, the visual formation of the brand mark and logo-type is directly connected to the brand image along with the brand identity and preference, as a whole the brand influences consumers' purchasing behavior.
I wish that this research will help small and medium size companies to develop their own competitive sports brands and its images by presenting case studies of the sports brand development and application.
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