Journal of the Korean Data and Information Science Society

The Korean Data and Information Science Society (한국데이터정보과학회)
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Development of brand equity index model and a strategy to improve brand equity: Focus on National Federation of Fisheries Cooperatives

브랜드 자산가치 지수 모형 개발 및 브랜드 가치 향상을 위한 전략방향 : 수협을 중심으로

  • Cho, Yong Jun (Fisheries Economic Institute, National Federation of Fisheries Cooperatives) ;
  • Myoung, Soo Ah (Fisheries Economic Institute, National Federation of Fisheries Cooperatives)
  • 조용준 (수협중앙회 수산경제연구원) ;
  • 명수아 (수협중앙회 수산경제연구원)
  • Received : 2013.08.05
  • Accepted : 2013.09.09
  • Published : 2013.11.30
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Abstract

Recently, successful management of the brand is more important than anything else to enhance the competitiveness of enterprises and increase customer loyalty. Most customers evaluate value and image of an enterprise in accordance with their experience of its goods and service. This study focused on the Fisheries Cooperative Association representative brand for the marketing point of view and attitude shall establish a scheme that can identify. We suggest a model that can measure the brand equity index (BEI) for equity. Based on the survey, we intended to provide the strategic direction and derive important factors for improving brand equity.

최근 기업의 경쟁력을 강화하고 고객의 충성도를 높이기 위해서는 무엇보다 브랜드에 대한 성공적인 관리가 중요시되고 있다. 고객은 특정기업의 상품, 서비스 등을 구매하면서 생긴 경험에 의해 기업에 대한 평가, 가치, 이미지 등을 모두 판단하기 때문이다. 본 연구는 수협을 중심으로 대표적인 협동조합에 대한 마케팅 관점의 브랜드 인지도 및 태도를 파악할 수 있는 측정체계를 수립하고 수협의 브랜드 자산에 대한 가치지수 (brand equity index; BEI)를 측정할 수 있는 모형을 개발한다. 이를 통해 수협 브랜드에 대한 인지도 및 BEI를 측정하고, 현상을 진단하여 수협 브랜드 자산가치 향상을 위한 방향 및 인지도 향상을 위한 마케팅 전략방향을 제시하는 것을 목적으로 한다.

Keywords

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