| Abstract |
| When the business domain of the company is simple and limited within a certain boundary the circulation of the products is not that fast and short. The circumstances which are new field of the industries are emerged and the similar products are in the harsh competition in the market makes companies to conceive the brand to advocate the benefits of the specific products. To extend the life-cycle of the product and service and promote the image of the company service using brands the marketing communication strategy is conceived by company itself. The customers have wide range of many kinds of products to choose having accurate comparative information of the products compare to fast market situation. They are realizing their pursuit of the lifestyle buying the products depending on image and the level of awareness of the brands. These changes in the market situation makes the standards of the customers` choice to the products more complicated and the brand image is varied as many kinds as number of products. This study is focused on the brand hierarchy which has management method not for simple counter part of the product but for object of supervised activities. To achieve theoretical goal, fist brand hierarchy structure and management method is dealt within the brand strategy and suggest management relationship of customers` need. Each brand is prepared for its role to fulfill the customers` products image. Individual brand made of hierarchical structure and henceforth integrated brand structural management is connected to company`s brand image. Structural management method and strategically, aspect of marketing and brand communication make importance and need of them aroused. |
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| Key Words |
| 브랜드, 커뮤니케이션, 마케팅, Brand, Communication, Marketing |
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