Jonrnal of Korean Society of design trend

KSDT

CONTENT

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Vol.12, No.0, 111 ~ 123, 2005

Title

A study on the successful marketing stratage case by using character brand

김경희

Abstract

Character brand is one that character becomes a brand and is characterized by creating property value through character`s giving symbols in addition to development of design in connection with the brand While common design is focused on the production of design, character brand is mainly to the adoption of brand concept. License on brand is allowed based on the symbol of character. Character brand can be the type that includes management area besides simple development and production area and is characterized by brand management with character designing. These days, companies prefer character brand and succeed with marketing featured by character. In this thesis, I would review the domestic character brands which come to a success by effectively using of this character. The goal of this study is to investigate the way of activating and promoting export of the character brand of the local company through the case study of success brand which have effectively used the character`s feature in marketing. And also , it is to promote character industry and to understand the importance of various marketing methods for it

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