국내 스포츠용품 브랜드 활성화를 위한 제도적 개선방안 - 스포츠 광고를 중심으로 -

Abstract

Since the modern society, the development of industrial technology has reduced the quality difference in products and functional or physical differences in those have disappeared. It also brings difficulties to the brand differentiation strategy that emphasizes the function of the product. So, the corporate management policy has changed to a brand-oriented management that emphasizes characteristics and personality of customers. Companies use a variety of different channels such as advertising and sponsorship to approach consumers. In the case of advertising, advertisers ordinarily use celebrities in their advertisement to increase the effectiveness and heighten the credibility of commercials. The celebrities in the advertisement raises awareness by attracting the attention of consumers by presenting a specific image of the brand. They also play a vital role in enhancing interest and understanding of the brand, thereby inducing consumers' purchasing behavior. Celebrity endorsements in sports advertising are so common in that it helps build trust with current and potential customers, increase the chances of the brand being remembered, and attract a new type of consumers. Endorsements also may increase the consumer's buying desire for a product. Although Korea has recently been recognized as a sports powerhouse, there are few companies that make their sports business more profitable by using sports. In that sense, It is inevitable to cultivate a sports brand. It is absolutely the company's responsibility to develop a brand or not. Domestic companies have relatively poor marketing conditions compared to large overseas companies. In this study, I would like to suggest the following measures to improve the government's laws and policies to foster domestic sports goods brands based on the investigation of domestic sports brand problems and advertising examples First, legal institutional system related to this, such as subsidies from the government, should be prepared in relation to marketing and advertising activities of domestic sports brand companies. Second, as the sports industry grows, the advertising and promotion support system should be expanded. Third, the government should invest in developing professional and a variety of ideas and content in advertisement, promotion, support related to products of domestic sports companies.