ABSTRACT

The purpose of this study is to propose more effective and systematic management strategies of transformation from the high valued assets to the other products by studying the cases of brand expansion.

At the present in the nation there are great changes of the form of circulation, and as it becoming total brand and multi-brand, the new brands are getting ready to expand their brand with the community of spirit in family. For this study it is used basic analytic study methods on the concepts of brand, expanding theories, and the methods from the companies such as Polo, GAP and Giordano which are the worldwide examples of the expansion of their brand.

The study examined the introduction, positioning and successful strategies of each brand, and the objective data were collected and analysed from the each company to summarized the successful managements of expansion.

1. Polo emphasized the Life Style to maintain its brand identity of elegant and classic. In the similar concept it maintained its image and added customer's emotional values and sensitive satisfaction. For this Polo supposed distinctive VMD and consistent advertisement, therefore it strengthened the relationship of family brand.

The construction of strategical license, its strength, propelled global strategies showing the same messages through the worldwide.

Also it precisely analysed subdivided markets, satisfied the customer's test and harmonized perfect coordination of clothing and accessories.

2. GAP tried tri-divided expansion targeting the customers upon their income-level based on American pragmatism.

The difference of other brands when it was expanded was that it succeeded brand classification with sustaining creative, distinctive identity of each brand. GAP maintained the mutual independence of each brand so that it could construct safe management system and freely suggest the change of identity.

3. Giordano became the pioneer of korean-middle-sized saleroom due to its active dealing with the trend transformation and market change of Korea. It not only tried circulative method centered sale and marketing to attract potential customers and but became a effective-centered and rapidly communicative organization by maintaining a system for special personal management centered supervisors through personal management.

Finally, studying the expansion of each brand summaries of the similarities and successful points were:

1. The expansion of brand able to be The possibility of total coordination to brand expansion)

2. The same image advertisements and marketing strategies to strengthen and maintain the Brand identity.

3. The diversification of production line and the cost reduction through overseas sources.

4. Strategies of Globalization.

Through this study companies or department that wish to expand their brands, hope to this study make useful for them.