[영문Report] 브랜드 의미(Brand Meaning)는 누가 만드는가? - Who has the power over brand-meaning?

소개글

브랜드 의미(Brand Meaning)는 누가 만드는가?
브랜드 의미, 브랜드 아이덴티티를 형성하는데 있어 가장 큰 영향력을 행사하는 것은 누구인가?
브랜드 아이덴티티는 어떻게 형성되는가?
브랜드이미지가 퇴색되거나 손상되는 이유는 무엇인가?
---> (특히 이 부분은 나름대로 제가 창안한 이론과 모델로 설명하였으므로 다른 자료로 부터 찾아보실 수 없을 겁니다..)

위 질문들의 답변이 될 수 있는 영문리포트입니다.
풍부한 Reference 로 내용의 충실성을 기한 리포트입니다.

목차

Introduction

1. Why is brand-meaning important?
2. How is a brand-meaning established?
3. What can damage a brand-meaning?
1. Damage of Utility Value
2. Old-Fashioned Brands
3. Ethical Issues and Excessive Power

Conclusion: Who has the power over brand-meaning?

본문내용

Introduction

Everything changes around this magnificent capitalistic society; and it changes rapidly. Brand has walked along the way from the mass production era to more mature and sophisticated stage of now and probably it still continues to evolve. So are the consumers; they used to be more passive in the relationship with brand, considering it as a natural derivative of market society. However the situation is a bit different now; consumers are educated and they started to see everything with critical eyes. They do not believe the whole idealistic imageries that brand managers project in front of them anymore. Along with the maturity of brands and customers, brand meaning has become more vulnerable than before for various reasons; while brand itself came to be under attack by countercultural forces, arising ethical issues and anti-corporate movements.
Considering these changes in the brand-consumer interaction, this essay tries to explain the various source of power that control brand-meaning. After taking a closer look at the definition of brand-meaning, this essay explains how brand-meaning is established; not only by brand managers’ exertion but also in a social, psychological sense. The last part analyses the condition in which brand-meaning becomes vulnerable and turn into negativity; and it leads to the conclusion in which the initial question of who has the power over brand-meaning is demonstrated.

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