학술저널
한우 브랜드 자산가치 측정에 관한 연구
A Study on the Hanwoo Brand Equity Evaluation
- 한국농식품정책학회
- 농업경영.정책연구
- 농업경영·정책연구 35권 2호
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2008.06346 - 365 (20 pages)
- 29
커버이미지 없음
This study aimed to examine the brand equity of beef, especially the generic brand Hanwoo, by applying EQUITYMAP？曄？, the quantitative method for brand equity measurement. Major findings are as follows. Hanwoo had 51.3% market share of Korea Beef market, in which the efforts to promote brand equity contributed to 24.5%. The brand-image of Hanwoo was relatively better than other beefs. Brand awareness and availability of Hanwoo made the consumers pay high premium price. In order to increase brand equity of Hanwoo from now, it would be necessary to launch the specific brands based on high non-attribute preference.
Abstract
I. 서론
II. 한우 브랜드 자산가치 측정의 이론적 배경
III. 쇠고기 브랜드 자산가치 분석 모형
IV. 분석결과
V. 요약 및 결론
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