A Corroborate Study for Brand Positioning Strategy - Focusing on Bridge Line Imported Handbag Brands -

브랜드 포지셔닝 전략(戰略)에 관(關)한 사례(事例) 연구(硏究) - 브릿지 라인 수입(輸入) 핸드백 브랜드를 중심(中心)으로 -

  • Jang, Ji-Hye (Dept. of Clothing & Textiles, Ewha Womans University) ;
  • Cho, Kyu-Hwa (Dept. of Clothing & Textiles, Ewha Womans University)
  • 장지혜 (이화여자대학교 대학원 의류직물학과) ;
  • 조규화 (이화여자대학교 의류직물학과)
  • Published : 2005.12.30

Abstract

The purpose of this study was to examine acutely effective marketing strategies for bridge line imported handbag brands in order to succeed in launch and establishment in local market. Based on the successful bridge line imported handbag brands status in local market, this selected the brands, "LeSprotsac", "Longchamp", "Sequoia" that execute brand strategy including positioning strategies such as basic concept, prices, materials, promotion, distributions in order to succeed in local launching. For corroborate analysis, three staffs in each brands, consecutive in-person interviews and continuous telephone interviews, mail survey were used for this study. The results were as follows; First, differentiate brand positioning strategy that has considered accurate analysis of niche market and domestic market environment when brand launch effects on brand value enhancement. Second, marketing mix activity based on positioning strategy effects on establishing brand image and spreading brand awareness. Third, marketing activity based on positioning strategy should be executed based on consistent brand strategy.