| Abstract |
| Nowadays customers are surrounded by endless choice options with products and services. Within this environment, one of the things that makethese products and services special and appeal to the customers is `Brand`. Well-made brand equity is valuable in that persuading customer to feel credibility with products with the brand name. Thus, brand strategy is one of the most important points in marketing and brand naming is especially vital in creating brand identity.
In many cases, brand name is just planned and decided without strategy guideline or long-term plan. Some of them accidentally became collaborated brand by using a brand for a long time without delineation or renewal and others became separate brand strategy by keep making new brand. Decision making system for brand expansion is also problematic due the lacking of scientific and systematic analysis. The companies employing collaborated brand approach are just tend to expand the brand line and those hiring separate brand strategy are not seeing any possibility with brand expansion.
This study firstly brings in the models for developing brand equity by reviewing existing theoretical researches, secondly measures brand equity of several products by conducting user research and thirdly analyzes the priority of elements in brand equity and the related effects on purchasing behavior.
There is a general belief that well-recognized brands and advertisings formulate positive brand equity and thisleads to actual purchase. This study`s brand equity analysis model investigates customers` decision making process based on their attitude and purchasing behavior, especially responds to advertisings.
The study result demonstrates;
- The priority of elements consisting brand equity are fluctuate with product types
- High-involved products shows deeper relation with brand equity
- Basically positive evaluation and brand value are directly proportional. However, this is not always maintained because there are many other elements that affect to the purchasing behavior, such as budget limitation, personal preference etc.
- Even though it is clearly demonstrated that fundamentally the relationship between frequent exposure and positive evaluation for advertisings and brand equity and purchasing power is always directly proportional. |
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| Key Words |
| 브랜드 자산, 소비자, 광고, Brand Equity, Consumer Behavior, Advertising |
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