국내제품 중국 시장 현지화를 위한 브랜드 개발 - 헤어케어 시장 ㈜주신 브랜드 사례를 통한 브랜드 개발방법 제시 - = Thesis on Brand Identity Development for China Localization of Korean Products - Suggest the Brand Development Process through the Case -study of Jusin Haircare Brand -

다국어 초록 (Multilingual Abstract)

Medium small sized enterprises of Korea is trying to advance to the China Market. But A few companies successfully occupied the China Market. The most important thing for China Market Advancement is to figure out the consumer`s need and demands of the China Consumers and Successful brand Launching depends on the product value creation and effective brand identity establishment. Brand and Package system with poor delivered brand message and information is going to be a big problem. Many brands are being developed without correct local marketing research and analysis. Many Brand systems are being developed without thinking and analysing consumers` preferences and competitive product value offerings from naming development to visual executions. Well made Brands based on design strategy of Localization and Globalization can be a tremendous brand to assure the export expansion.
Through very unique and differentiated brand strategy, We are not waiting any longer for Brand Creations for long run in the Global Market. therefore, I suggest an effective methodology through the brand launching process of Hair care products in China Market.

참고문헌 (Reference)

1 "인터넷 마케팅의 새로운 패러다임"

2 "브랜드 통합정보망 구축" 2002

3 한국디자인 진흥원, "디자인 코리아(수행성과 보고서)" 2006

4 금진우, "디자인 산업과 디자인 정책의 기능변화" 한국일러스아트학회 18 (18): 11-20, 2006

5 한국능률협회, "대한민국 마케팅 컨퍼런스 Winter"

6 "Project Management Processes"

7 A. Brown., "Organization of Industry" Prentice-Hall Inc 1947

8 David A. Aaker, "Managing Brand Equity"

9 "Discussion Document for Retail and Brand Identity Development"

10 David A. Aaker, "Building Strong Brands"