ABSTRACT
Investigating Value of Brand Equity
Connected with Difference of Product Properties
from the Perspective of Brand Manager
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MOON, HYE-SOON |
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Major in Advertising and Public Relations |
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Graduate School of Communication & Information |
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Dongguk University |
In the situation of being needed for differentiated marketing strategy
to comprehend the diversified consuming market and consumer’s needs
and to fulfill the needs, the necessity of the brand marketing is
appraised and regarded very highly. Nevertheless the theoretical
and demonstrative studies have been preceded, researches on the
brand marketing for brand marketing managers that are used frequently
as a method of promotion are insufficient.
In this study, it is going to research on the effects of the brand
marketing in the consumer’s market that takes a new turn caused
by M&A and other factors.
The hypotheses of this study are,
First, research of relation between PLC(Product Life Cycle) and
brand marketing strategy. Second, research of relation between product
that pattern of FCB Grid and brand marketing strategy. Third, research
of relation between brand power and brand marketing strategy. Finally,
we will discuss about interference of brand marketing process in
practical business.
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