통합적 마케팅 커뮤니케이션과 브랜드 자산 구축에 대한 관계 연구

The Study Relationship of Integrated Marketing Communication and Brand Equity

This study try to figure out the relationship between integrated marketing communication and brand asset building for Kolon Sports, which is the first domestic outdoor brand and occupies a high market share. It was confirmed that an integrated marketing communication tool such as name, logo, mission, core value, product strategy, and advertising strategy can positively influence brand awareness, brand image, and purchasing attitude. therefore there are factors that build brand equity, and build strong brand equity.