기업 가치 향상을 위한 브랜드 경영 로드맵 연구

Abstract

Intensifying global competition and competitive pricing, quality and brand was transferred to the intangible value of domestic companies also recognized as a brand asset management companies continue to make efforts to enable companies to grow as a basic element, and now only a brand name the company promises to provide tremendous added value is that. Globalization of the market despite the global economic crisis, recessions, and the significant portion of the crisis as an opportunity to jump a few companies with strong brand power will only survive the times. As a result, corporate brand manage ment company through the systematic management of the intangible assets that are focused on the long-runn ing brand has become. Brand management, brand management theory and management practices of the roadmap was evident for overall brand management, planning ⟶ run ⟶ evaluation to be performed. Brand management issues that must be performed by the firm characteristics also exist, so the conditions of each enterprise roadmap when applying for specialty brands and companies need to develop a management plan will need to understand that. Thus, brand management, research roadmap for companies to build strong brands through this study, firms compete to survive in a long time is to contribute to building the brand.