장수 브랜드 리뉴얼을 위한 패키지특성인자 추출 연구 - 유제품 빙그레 바나나 맛 우유를 중심으로 -

Abstract

This study of longevity in terms of brand management, brand activation factor renewal properties for the package is intended to extract. By the presence of package characteristics, and package characteristics change factors affecting brand equity, long life characteristics of products that can be renewed by the hypothesis that was set. Research to validate the hypothesis of longevity and video components of the product by changing the package was an experimental investigation. Equity survey package was determined to clarify. Based on this image of aging improvements, adding new images, and innovative renewal through the creation of added value to the longevity of the product were studied ways to activate the brand. How to research the longevity product (Binggrae banana flavored milk) of the independent variables corresponding to the variables introduced to the stimulus package, image swap, corresponding to the dependent variable, brand awareness, image, quality, loyalty and package characteristics of the BPI measures calculated for each of the argument was Packaged in a longevity study characteristics clearly present the arguments and change the attributes argument greater impact on brand equity that can be changed at renewal were able to determine the characteristics of been a self-extracting. The package model is needed to extract characteristic parameters have been established. Field theory and the implications for practical applications in the market shortly after the brand's longevity will result in the goals of corporate brand management. Renewal of longevity for the product package Characteristics of longevity products by applying the factor extraction model can select the new range at renewal. Longevity for the brand branding package characteristics required for activation of factor extraction model is proposed. Finally, the study's limitations and realistic constraints that did not deal with a variety of brands in the direction of future research suggested.