| abstract |
| Background The production-distribution-centered corporate structure, which creates and distributes products to create continuous profits, has actively used a comprehensive product reflection tool called a brand by reducing product diversity and replacement cycles. The multi-layered/integration of the product/service competition environment caused the need for a marketing strategy called 'brand structure system'. It stands out as a mechanism.
Methods Find out how buyers perceive the brand as a collective product line and make discriminatory selection behaviors for individual products according to the brand's awareness. After grasping the characteristics of the hierarchical structure and components that make up the'brand structure system', marketing strategy and structure Examine the characteristics of the system and analyze its operation plan. From the perspective of improving the efficiency of systematic communication and management diffusion of buyers about products, it is suggested that the brand structure management can be a concrete tool for strategy and response.
Result As a sustainable system of brand maintenance through diversification of products and competitive environments, individual brands are incorporated into a systematic management structure. In the overall brand structure system, purchasing power and awareness can be expanded and coped, and through this circular structure, the overall corporate brand awareness and image can be horizontally and vertically united. Therefore, the structure strategy for the brand group should be positioned within the structure of communication.
Conclusion The use of the brand structure system for the efficiency and appropriateness of communication with buyers acts as an effective management tool that increases the awareness of products and the entire company and the value of tangible and intangible assets. |
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| Key Words |
| 브랜드구조, 매니지먼트, 포지셔닝, brand structure, management, positioning |
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