| Abstract |
| As to the process that Saturn overcomes the existing GM brand image, and it is settled as strong brand, there is much other thing which suggests that reality of enterprises in Korea where there can not be many brands that some real identity has established. The core factors in establishing the brand identity by Saturn is to come from the philosophy that pays attention to the relations with the customers thoroughly. It proves that the fundamental assumption is not centered on one-off trade any more, but that it moves into the concept centered on the relations with the customers. At the same time, Saturn`s ways are entirely different sorts of ones compared with the ones of competitors. And, Saturn`s identity is created by the internal institution, employees, culture, value, structure, system, etc. As to Saturn`s brand identity formed from such rooted fields, it appears as a result combined with any special programs. It needs various sorts of marketing programs that makes its range widen except for the existing promotion program. In addition, it proves that the true marketing effect is not created until it is integrated with visible direction in order to create synergy effect. This case was one that shows how GM overcame various factors of disorder, and created strong brand, simultaneously, how GM maintains its success already made. This study is to establish the effective evaluation standards empirically in order to make gaps close. On a basis of it, this study is to verify the correlation with the automobile owner`s attitude of experience, and intention to be transformed for the selection between the brand and size. |
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| Key Words |
| Advertising Campaign Brand Equity, Brand Loyalty, Brand Association |
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