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http://dx.doi.org/10.5762/KAIS.2012.13.4.1518

A Study on Campaign Strategy of Brand Revitalization in Maturity Stage -focused on BEKSUL-  

Ahn, Hye-Shin (Seoul Institute of the Arts, Visual Design)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.13, no.4, 2012 , pp. 1518-1524 More about this Journal
Abstract
A Brand is supposed to age as it goes by, following a brand life cycle, as it is not a solid, immutable asset but something of a living creature. Therefore, self-renovation and revitalization efforts are needed, in order to incessantly confirm the self existence through the relationship with the consumer. In 2009 and 2011, 'Beksul', brand in maturity stage tried to revitalize Brand and the brand image two-times. For this study, brand logo and TV commercials of Beksul for revitalization were gathered via TVCF.com and their creative strategy were studied. This study could find that the creative strategy of brand in maturity stage is based on its brand essence and focused on reinforcing brand royalty.
Keywords
Maurity Brand; Brand Revitalization; Campaign Strategy;
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