| Abstract |
| This research studied `service-borrowing brand strategy`, which is borrowing a different type of a business model in a different industry in order to satisfy the need of customers who desire various experience simultaneously.
As accounting for more than half of the total asset of contemporary companies, brand equity is more important for companies than R&D and marketing. It consists of brand royalty, brand awareness, perceived quality, and brand image. In order to improve brand equity, companies have changed their brand strategies to a strategy focusing on customers` experience. Among various brand strategies, service-borrowing strategy, which extends service experience that customers have, is being applied to various service business including banking.
For analysing examples in Europe, the author invented a framework on extension of service experience, referring to Bitner`s `Framework for Understanding Environment-User Relationships in Service Organizations`, Schmitt`s `Strategic Experiential Modules(SEMs)` and Pine and Gilmore`s `Experience Economy`.
Futhermore, service-borrowing strategy was analysed in terms of usefulness by in-depth interviews of specialists and focus group interviews of customers. Though this strategy could not improve perceived quality of a brand, it could achieve brand awareness and make positive brand image. Moreover, it could raise brand royalty by providing new experiences that customs could not have before. |
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| Key Words |
| 서비스경험, 서비스차용 브랜드전략, 브랜드가치, Service experience, Service-borrowing brand strategy, Brand equity |
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