Journal of Fisheries and Marine Sciences Education (수산해양교육연구)

The Korean Society for Fisheries and Marine Sciences Education (한국수산해양교육학회)
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The Roles of Company for Securing The Brand Equity in Ship-repair Industry

선박수리업의 브랜드 자산 확보를 위한 기업의 역할

  • Received : 2016.11.30
  • Accepted : 2017.01.04
  • Published : 2017.02.28
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Abstract

The aim of this study is to propose the plausibility of Ship-repair industry brand in the global market. It has been argued that it is necessary to secure the identity of company because of the expansion of international market in the age of globalization. Authors of this paper have considered that the brand is a solution for global ship-repair industry's development in Busan region with focusing on the 5 elements (Salience, Imagery, Performance, Feeling, and Judgments) of Keller's brand equity block except Resonance. As a result, we presented the roles of company for securing the brand equity in ship-repair industry comparing with the elements of Keller's brand equity block. and implied the plausibility of global ship-repair industry's development. Especially, Securing the licences and certifications related to ship-repair industry is very important thing about the brand equity.

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