브랜드전략 변화에 따른 백화점 아이덴티티에 관한 연구

Abstract

In the past many companies in our country used to place emphasis on economic volume focused on consumers' psychology and operation of economic policies by business conglomerates in pursuit of scale economy and stability in this manner they were engaged in business marketing centering on CI (Corporate Identity) rather than BI (Brand Identity). For this reason change toward international trend centering on brand identity is taking place in department store's strategy for its identity. As a part of such effort 3 major companies are participating in BI effort competitively and they came to declare on new business image. In this treatise change in department stores' strategy for their identity was studied through comparison and analysis on such strategy by 3 major companies from the standpoint of their new BI effort. With recognition of reality where enterprises can not survive in this age of globalization without new strategy and change no matter how inadequate some effort for application may be in this treatise it was suggested that building up company image through change centering on brand image and generalization of introducing and expanding of brand identity by each floor will contribute to globalization of department stores.