Brand Concept Trends in Global Market

글로벌 브랜드 컨셉 관리에 대한 현황 분석

Purpose - The importance of brand equity has been recognized in the marketing literature for at least three decades as an intangible asset. Brand equity has been shown to make an impact on brand loyalty and the financial performance. Brand equity has been defiend in a number of different ways for different purpose, and has been addressed using comparative methods, holistic methods, and the interplay between branding and financial considerations. Research design, data, methodology - This study explores the brand concepts among Best Global Brand of Interbrand. Prior researches define brand concept in terms of firm selected brand meaning derived from consumer needs. Specially, a brand concept consists of a functional, symbolic, and aesthetic concept. The authors obtained the sample for this study by recruiting adult survey participants from Amazon’s Mechanical Turk. Participants completed the survey, Based Each participant evaluated different brands in a questionnaire. Results - This research proposes that the functional, symbolic, aesthetic brand concepts are each related to brand equity. The author present the methods, measures, and results of surveys. Finally, the study concludes with a discussion of the results in terms of managerial relevance and implications. Conclusions - Based on these results, brand managers may develop differentiated brand concept strategies. The author suggest that brand concept in terms of firm manager-selected positioning derived from consumers’ needs. Thus, managers have the strategy consist of a process of selecting and elaborating brand concept. Ultimately, the brand manager’s goal in managing brand equity is to create a strong relationship between consumer and brand. In simple terms, if manager can build a customer loyalty. This will result in the strong brand equity. This brand equity means higher customer commitment rates for the manager as well as reduced marketing cost. The result is increased marketing profitability.