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http://dx.doi.org/10.5392/JKCA.2010.10.7.220

Case on Brand Management of the Fashion Brand EXR  

Min, Bok-Ki (중앙대학교 의류학과)
Lee, Hye-Joo (중앙대학교 의류학과)
Kim, Mi-Hyun (동명대학교 뷰티케어학과)
Publication Information
The Journal of the Korea Contents Association / v.10, no.7, 2010 , pp. 220-232 More about this Journal
Abstract
Companies have been difficult to capture the minds of consumers by staying in the sales phase in order to sell products. The marketing and brand management strategies of more understanding consumers and systematically managing for the perception of them are becoming important. Since launched, EXR has implemented a systematic brand management process from its early stage. Based on the idea of 'brand asset by customer' by Kevin Lane Keller that the total of consumer brand knowledge ultimately completes the company brand power, 'brand asset', to satisfy areas of 'functionality' and 'design', EXR pioneered its ultimate brand asset which is 'CAPORTS' and established its own identity called, 'PROGRESSIVE'. For the success of a brand management, there must be a clear vision supported by the determination of a specific brand identity. Also, it needs to be shared by members of the organization, and to maintain and manage it in the long run, an integrated management strategy is essential. On the basis of such identity, EXR was able to carry out the integrated management for its brand and the overall implementation of the marketing strategy. Therefore, In this study, we seek for a sustainable brand management strategy of fashion brand by looking into the process of the EXR's brand establishment.
Keywords
Management; CAPORTS; PROGRESSIVE; Brand Identity;
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  • Reference
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