| Abstract |
| This research was motivated by the formation of consumer-oriented environment of Philip Kotler`s 3.0 Market. This research aims to look into the "branding" procedure which establishes the meaning of brand today.
Philip Koter defined 3.0 Market as a marketing method which has three cores "cooperation", "culture" and "spirituality." 3.o Market enables us to understand characteristics of the today`s online-branding activity formed by a new technology and to examine roles of enterprises and consumers which perform the activity. Now the community performing the branding procedure on-line is divided into enterprise- and consumer-oriented one. This research adopted the following cases. First of all, the cosmetic brand "Benefit" and the design collection shopping mall "10 X 10" were led by enterprises. Then, the beauty cafe "Powder Room" and "MMMG Mania", a consumer community of the design stationery MMMG, were led by consumers. Through these case, this research attempt to give a direction appropriate to the future`s branding procedure. The direction can be summarized as `listening attentively", "being sincere", and "forming culture."
In conclusion, an enterprise can gain consumers` trust by communicating with consumers and listening to their words attentively. The connection established through the trust will enable a new culture to be created in Market 3.0. |
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| Key Words |
| 3.0 시장, 기업과 소비자, 온라인 브랜딩, Market 3.0, Enterprise & Consumer, Online branding |
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