이종 산업 간의 글로벌 브랜드 제휴 사례 연구

• 영문명: A Case Study on the Global Brand Alliance Between the Different Industries - Focused on the Success Factors of Brand Alliance -
• 발행기관: 한국무역연구원
• 저자명: 김규배(Gyu-Bae Kim) 김병재(Byoung-Jai Kim)
• 간행물 정보: 『무역연구』제6권 제3호, 1~20쪽, 전체 20쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2010.09.30

영문 초록

In order to survive and grow in the stiff competition of global market, many companies today work together with each other using brand alliances. In these days, brand alliances between the two different industries are gaining popularity in the world for companies using brand alliances to differentiate their brands from the competition. The purpose of this research was to examine how companies planned and executed the brand alliance with global brands and analyze the case, especially focused on the success factors of brand alliance. For this study, we selected the LG-PRADA phone case because this case of brand alliance has been mentioned as a successful brand alliance. The research showed that LG-PRADA　case not only met the success factors of brand alliance(Product Fit, Brand Image Consistency, Complementarity, Exclusivity) but also had the continuous and active collaboration from the initial product planning to sales and marketing after product launching. Also, we could know the importance of marketing strategy for various consumer segments and their characteristics.

목차

Abstract

Ⅰ. 서론

Ⅱ. 브랜드 제휴의 이론적 연구

Ⅲ. LG전자와 프라다의 브랜드 제휴 사례

Ⅳ. 결론

참고문헌

키워드

Brand Alliance Global Brand Success Factors of Brand Alliance