종합편성채널의 모 브랜드의 영향과 브랜드 확장에 관한 연구
A Study on the influence of Parent brand and brand extension of the 4 comprehensive programming channels
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Comprehensive programming channels are based on recognition of the parent company,their parent newspaper has increased brand awareness. In this paper, the comprehensivechannels to look at the structure of the channel brand architecture, a certain brand ofnewspapers and comprehensive channels have a effect on the formation of the image of thechannel according to the future of the brand extension strategy for MPP. Referring to the brand architecture, which reveals the structural system of the brand, it isargued that TV Chosun and MBN take the integrated corporate brand strategy, while JTBCtries to mix and balance the brands of the parent corporation and its own independent one. Exceptionally, Channel A doesn't take a name of its parent corporation ‘Dong-A’. It isargued that the comprehensive programming channels utilize and take the parent corporatebrand, mixed brand, and independent brand in accordance with circumstances of their ownparent corporates. Their parent brand of comprehensive channels give viewers a positiveimage and awareness of comprehensive channel brand. while building its own channelimages, TV Chosun and Channel A Conservative extension of a certain brand marketers tobe bound by the channel's image. Brand extension of comprehensive channels is to have thestrength of their entry into the genre that is most likely higher.
Abstract
Comprehensive programming channels are based on recognition of the parent company,their parent newspaper has increased brand awareness. In this paper, the comprehensivechannels to look at the structure of the channel brand architecture, a certain brand ofnewspapers and comprehensive channels have a effect on the formation of the image of thechannel according to the future of the brand extension strategy for MPP. Referring to the brand architecture, which reveals the structural system of the brand, it isargued that TV Chosun and MBN take the integrated corporate brand strategy, while JTBCtries to mix and balance the brands of the parent corporation and its own independent one. Exceptionally, Channel A doesn't take a name of its parent corporation ‘Dong-A’. It isargued that the comprehensive programming channels utilize and take the parent corporatebrand, mixed brand, and independent brand in accordance with circumstances of their ownparent corporates. Their parent brand of comprehensive channels give viewers a positiveimage and awareness of comprehensive channel brand. while building its own channelimages, TV Chosun and Channel A Conservative extension of a certain brand marketers tobe bound by the channel's image. Brand extension of comprehensive channels is to have thestrength of their entry into the genre that is most likely higher.
참고문헌 (21)
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