Local brands development and brand consulting framework for SMEs: Governmental supporting programs

중소기업의 현지브랜드 개발과 브랜드 컨설팅 프레임워크: 정부지원프로그램을 중심으로

  • Kim, Gwi-Gon (Division of Business Administration, Seojeong College University)
  • Received : 2010.01.18
  • Accepted : 2010.05.13
  • Published : 2010.05.31


The brand consulting for paving the way for overseas-based companies to develop local brands includes many processes such as the analysis of local markets and consumers, the analysis of in-and-out circumstances including the diagnosis of corporate competence and resource, the establishment of brand strategies, the development of brand concepts, and the development of design, which should be performed before the eventual launch of overseas markets. So, the success of overseas-based brand consulting just depends on coworking(i.e., consortium) by brand experts from international marketing, design to local-overseas brand rights which have been barely touched upon by the brand experts. This study aims to present brand consulting framework and to support the development of local-fit brands when the small and medium industries, esteemed relatively less compatible than conglomerates, expand their business in the non-English-speaking countries. This study also includes the results of a demand inquiry on the local fit brand targeted for SMEs. As a brand consulting framework which has been performed at work sites through the accumulated many year's trial and error, it could be a significantly meaningful guidance for the brand experts who perform local-fit brands consulting and the SMEs who look for overseas-based brand consulting.


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