• Title, Summary, Keyword: 브랜드 포지셔닝

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Pasteur Brand Storytelling Campaign (파스퇴르의 브랜드 스토리텔링 캠페인)

  • Lee, Yong-Jae
    • The Journal of the Korea Contents Association
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    • v.11 no.8
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    • pp.142-149
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    • 2011
  • This study analyzed the brand storytelling campaign of Pasteur drink-type yogurt 'Quebyon'. The basic idea of research comes from how unique brand name is able to success in Korean yogurt market. Pasteur storytelling campaign has focused on the product's branding and positioning. For analyzing the research, Brand Stewardship Model(BSM) which based on consumers' perspectives has been used. For successful storytelling campaign of Pasteur, strong brand name is needed. Pasteur has decided the brand name 'Quebyon' which means good movement of the bowels in accordance with the research results. And the positioning has been decided 'attack inside (the body) if it does not evacuate'. For powerful positioning, three criterions are decided. They are including harmony with the brand name, differentiation with competitors and easiness with memory. Finally, the Pasteur product dominates the Korean Bulgarian-style yogurt market. The success comes from the harmonizing of Quebyon yogurt's branding and positioning. In other words, the branding and positioning strategies were working effectively to the consumers. In conclusion, this study has proved why branding and positioning strategies are so important in brand storytelling campaign.

Positioning Analysis for Branding in Hanwoo (한우 브랜드의 포지셔닝 분석)

  • Kim, Yun Ho;Lee, Na Ra;Rhee, Sang Young;Hwang, Seong Won
    • Journal of Agricultural Extension & Community Development
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    • v.20 no.4
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    • pp.1181-1216
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    • 2013
  • This study was accomplished to enhance brand value for hanwoo and to develop strategy for brand positioning that move customer's heart. This study in order to achieve the research was carried out as follows: First, the cluster analysis based on demographic characteristics for consumer on the basis of three types segmentation on market was conducted. Market A was consisted of a well-educated, high-income and young bracket. Market B was consisted of a well-educated, high-income and middle-aged bracket. Market C was consisted of a low-income and middle-aged class. Second, consumer's positioning map was analyzed based on perceiving data which are products' functional, emotional, and self-expressive benefits about consumer's feeling beef products. This study was analyzed each relative brand advantage and structure of competition on segmented market by conjoining each brands positioning map and feature vectors map. By the result of the analysis, each brand's positioning strategy was devised. As a result of the study, the hoengseong hanwoo is competitive about all kinds of market. We chooses that hoengseong hanwoo's target is A market, because that brand is evaluated as a high-ranked quality by high-class image of luxury price, quality, brand image. For management improvement sake, this brand(the hoengseong hanwoo) is needed to effort for promoting consumer's awareness about safety and reliability.

A Study on Competitiveness Improvement Strategies of Korean Coffee Franchisers in Beijing, China through a Positioning Analysis (포지셔닝 분석을 통한 국내 커피전문기업의 중국 베이징 지역 내 경쟁력 강화방안 연구)

  • Guo, Ying-Chao;Kim, Hyun-Jung
    • Culinary science and hospitality research
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    • v.22 no.5
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    • pp.37-51
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    • 2016
  • The purposes of this study were (1) to investigate the important selection attributes of coffee brands and the relative positions of major coffee brands on the positioning map through similarities and preferences of coffee brands that customers perceive and (2) to provide Korean coffee brands with strategic information about how to differentiate themselves from existing competitors in the Chinese market. A total of 268 samples were used for data analysis that comprised frequency analysis, descriptive statistics, ALSCAL, and regression analysis. The results showed that among 8 coffee brand selection attributes the most important was atmosphere, followed by cleanness and sanitary condition, and convenient location and transportation. Friendly service, taste of coffee, price and variety of menu were next and brand was the least important among 8 selection attributes. The results of positioning map showed that Maan Coffee was evaluated the highest iin atmosphere, cleanness and sanitary condition, and convenient location and transportation compared to other coffee brands. Marketing strategies for Korean coffee franchisers (Angel-in-us Coffee and Caffe Bene) were provided for successful repositioning in the Beijing coffee market.

Balance between Point of Parity and Point of Difference for Positioning Improving (포지셔닝 향상을 위한 동일성과 차별성의 조화)

  • Jo, Huck-Geun
    • Proceedings of the KAIS Fall Conference
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    • pp.166-168
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    • 2012
  • 브랜딩(branding) 또는 브랜드 마케팅이란 브랜드를 타사의 것과 차별화하는 과정으로 이해하는 경우가 많다. 포지셔닝(Positioning)의 두 가지 축은 동일성(Point of parity)과 차별성(Point of difference)이다. 동일성에 대한 연상을 소비자에게 심어주고 그 바탕위에서 차별성을 심어주어야 하는 것이다. 차별화와 동일성 양자는 모두 중요하며, 이것은 적절하게 조화를 이루어야 하는 것이다.

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A Marketing Strategy of the Apartment Brand for the Newly Jointed Apartment Construction Company (후발 건설업체의 브랜드 마케팅 전략)

  • Yang Soo-Young;Kim Kyung-Rai;Shin Dong-Woo
    • Proceedings of the Korean Institute Of Construction Engineering and Management
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    • pp.543-548
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    • 2002
  • The brand value of apartment which affects not only sale percent and profit but also the worth of real estate is rising as an important point of apartment competition. But now the apartment brand market is occupied by some large-sized construction companies with strong recognition. So it's difficult for newly joined construction companies to enter the apartment market and the companies that made inroads into the market don't have the brand effects because of consumers' ignorance. Therefore, through the analysis of example from construction and industrial companies, I suggest the marketing strategy which consists of target market, positioning strategy, brand naming strategy, PR strategy and distinct strategy.

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Brand Positioning of IT Governance System -Focused on Case study of Spin-off Venture- (IT 거버넌스시스템의 브랜드 포지셔닝 전략 -스핀오프벤처기업의 사례를 중심으로-)

  • Chun, Myung-Hwan
    • Journal of the Korea Industrial Information Systems Research
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    • v.12 no.5
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    • pp.110-119
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    • 2007
  • In an extended enterprise, there is a shift to shared services, cosourcing and outsourcing, and extending out to partners, suppliers, and customers to accomplish business objectives more effectively. Along with this critical need, executives should be aware of the need to focus on optimizing the value of their information technology and reducing the related risks. So IT governance is critical, and many companies including spin-off venture are providing IT governance solution, but very little is known about brand management and marketing strategy of IT governance solution provider. The purpose of this study is to investigate brand positioning of IT governance solution company focusing on spin-off venture. The results of this study are summarized as follows. First, brand management is needed in the spin-off venture. second, IT governance solution companies including spin-off venture must provide something more than functional value. That is, they actively seek to emotional or symbolic value for their customers.

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Establishment of Positioning Strategies in accordance with the Brand Personality of Online Shopping Malls (온라인 쇼핑몰 브랜드 개성에 따른 포지셔닝전략 수립)

  • Kim, Kyung-Hee
    • The Journal of the Korea Contents Association
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    • v.13 no.8
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    • pp.334-347
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    • 2013
  • This study aimed to develop positioning strategies through the preparation of a positioning map by introducing brand personality to online shopping malls. Such a study will be able to furnish useful information for establishing differentiated marketing strategies in the online shopping mall market, which has faced fierce competition. For research subjects, the study was aimed at students who were attending S college in the Busan region. The results of an empirical analysis are as follows. The brand personality of online shopping malls were deduced to be the following factors: "competence refinement", "vitality", "intimateness", and "reliability". Then the study prepared a positioning map with these assessment attributes. As a result, there were mutually significant differences among competitive shopping malls in the positioning of consumers. The most differentiated attributes in the perception of the entire group were discovered to be "intimateness" and "vitality", whereas the least differentiated attribute was found to be "reliability". In addition, also in terms of the preference and ideal points for online shopping malls in accordance with brand personality between the entire group and segmented groups, there were mutually significant differences.

Brand Positioning Strategy of Franchise Family Restaurant (프랜차이즈 패밀리레스토랑의 브랜드 포지셔닝에 관한 연구)

  • An, Hye-Lim;Sohn, Jeong-Min;Choi, Ji-Mi;Kim, Hak-Seon
    • Culinary science and hospitality research
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    • v.21 no.4
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    • pp.339-348
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    • 2015
  • The purpose of this study is to suggest positioning strategy according to franchising family restaurant brands. Discriminant Analysis was utilized to suggest methodological framework that seeks to find their relative positions in the family restaurant brands. As a result, the results show that five factors (employee service, physical environment, marketing, accessibility, and food quality) were extracted from Exploratory Factor Analysis that contains twenty three questions related to service quality of family restaurant. Second, Discriminant Analysis revealed that three factors out of five including employee service, physical environment, and accessibility showed the highest discriminant power. Based on the three factors, positioning maps were made and the location of four brands were identified. Third, service quality, satisfaction, and willingness had a significant influence on revisit intention.