Domestic co-branded operating status and activation strategies

국내 공동브랜드 운영현황과 활성화 전략

  • 김구성 (나사렛대학교 재활복지대학원 재활복지경영학과) ;
  • 유승엽 (남서울대학교 광고홍보학과)
  • Received : 2013.02.07
  • Accepted : 2013.03.20
  • Published : 2013.03.31


Weak competitive Small Business are getting attention for their ability to enhance the brand power and marketing co-brand. Under these circumstances, in this study examined the operational status of the domestic co-branded. Also enable co-branding strategy was proposed. First, learn the various aspects of the concept of co-branding, and looked at the advantages and disadvantages of co-branding. Second, the type of co-branded partner combined, joint venture between companies Union type, a leading company driven and private companies and state agencies co-branded. Looked at the type of advantages and disadvantages of each. Thirdly, we presented the current status of the important co-branded domestic. Fourth, we examined the status of the Small and Medium Business Administration supports a co-branded Examined in detail by year look at the status of support for this type of co-branded Industry Distribution and co-branded interrupted. Finally, the short-term aspects and long-term perspective on the domestic co-brand activation strategy based on these materials are presented. The results of this study is expected to be the foundation of domestic co-branded business in the future to explore the ways to improve the system of government support will help to raise.


co-branded;domestic co-branded;Small Business co-branded;activation strategies