중소기업의 성공적인 브랜드 경영: 줄자 메이커 ㈜코메론 사례 = A case of Brand Management for Small Company:Komelon Corporation

다국어 초록 (Multilingual Abstract)

This case examined a successful brand management of Komelon which has manufactured tape measures. After learning the global trend of tape measures by OEM, the company developed a private brand, Komelon, and entered international market with it. Now, Komelon exports tape measure products to 80 countries, and is the third brand of tape measures in US market. In site of small size, Komelon is a strong and unique company which has three overseas branches. The key success factor of the brand management of Komelon is core competence based on product quality, design, and sales efforts. The drive forces of the brand management of Komelon are 1) effective new product development process by inter-functional cooperation, 2) good product quality by a full vertical integration, 3) systematic management of market and customers by effective localization, and 4) abilities of publicity and information collecting by participation of world hardware fairs.

참고문헌 (Reference)

1 Chief Executive, "코메론: 줄자 하나로 해외시장 휘감다"

2 "코메론 기업홈페이지"

3 조선일보, "줄자로 세계최고 브랜드에"

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15 Keller, Kavin Lane, "Strategic Brand Management" Prentice-Hall 1998

16 Aaker, David A, "Building Strong Brands" The Free Press 1996