• Journal of the Korean Society for Aviation and Aeronautics
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• v.32 no.2
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• pp.48-64
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• 2024

This study established a marketing strategy for the KAI Light Civil Helicopter (LCH) market by applying a Brand Asset Valuator (BAV) model to the LCH project currently underway by Korea Aerospace industries (KAI). Through literature reviews, the global scale of LCH projects and the development status of KAI LCH were identified. Subsequently, four sub-items from the BAV model were applied, and an expert survey was conducted. The primary data underwent an analysis process following the completion of the validity and reliability verification stage. The analysis revealed that the highest value was in the knowledge indicator, while the lowest value was in differentiation. The analysis confirmed KAI LCH's position on the BAV Power gird, indication that brand vitality, particularly differentiation, was lower than brand knowledge. Accordingly, this study finally presents a new marketing strategy to enhance the brand vitality of KAI LCH.