명품 화장품 브랜드 자산구성 요소에 관한 연구

Abstract

In Korea, luxury goods refer to high-priced exported brands due to the influence of the luxury goods syndrome. Many researches on luxury fashion goods have continued to be made. Cosmetics have been researched as part of luxury fashion goods. As high-priced functional cosmetics have been lately popular in line with the well-being syndrome, a variety of luxury cosmetic brands have been popular. New cosmetic brands have been launched rapidly. Consumers have favorably reacted to the new products of their preferred brands. This immensely affects increase in sales. Under these circumstances, the detailed research of luxury cosmetic brands needs to be made. Competition between overseas luxury brands and domestic ones have become to be fierce, and the import of new cosmetic brands have been actively performed. The luxury cosmetic brands of Korea should occupy the cosmetics market by using their strong brand equities. In this study, the analyses of why only a few luxury cosmetics are recognized as luxury goods and of what brand equities luxury cosmetics companies have were performed. I hope that this study will be a good research material for launching the luxury cosmetic brands of Korea.