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브랜드자산 측정모형에 관한 비판적 고찰

A Critical Review on Brand Equity Measurement Models

이진용
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2010.11|상품학연구 (Journal of Product Research)|제28권 제6호|pp. 101-118|DOI 10.36345/kacst.2010.28.6.009

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참고문헌

키워드

브랜드자산brand equitybrand performance가격 프리미엄price premium브랜드자산 측정모형고객기반 브랜드자산시장점유율 프리미엄매출 프리미엄브랜드자산의 화폐적 평가brand equity measurement modelsCBBE (customer based brand equity)market share premiumrevenue premiumfinancial valuation of brand equity
주제분류경영학

초록

브랜드자산을 정확하게 평가하여 전달하는 과제가 마케팅 학자 및 업계 전문가 등 마케팅 전문가들이 조속한 시일 내에 해결해야 하는 문제로 주어져 있는 실정이다. 인수합병 시의 기업가치 혹은 브랜드 라이선스 혹은 로열티(royalty) 금액을 결정하는 상황에서 브랜드자산(brand equity)을 정확하게 측정하여 제공하고, 마케팅 자원 할당 및 성과 평가에서 화폐적 혹은 행동적(고객 반응, 선택 시점에서 효용에 미치는 영향 등) 영향을 실무자들이 정확하게 이해하여 활용할 수 있도록 하는 것이 필요하다. 본 연구의 목적은 브랜드 측정모형에 관한 연구들의 성과를 통합하는 데에 있다. 먼저, 기존 연구를 활용하여 브랜드자산 측정모형을 분류하는 기준을 마련하고, 분류 기준에 따른 접근방법들을 제시하였다. 그 다음으로 고객반응, 기업관점의 브랜드성과, 금융시장의 화폐적 평가를 이용한 접근방법들의 주요 연구 성과와 내용을 체계적으로 정리하였다. 또한, 각 접근방법의 장단점을 분석하고 시사점 및 향후 연구방향을 논의하였다.

Abstract

The marketing profession is being challenged to assess and communicate 'brand equity (BE)'. These demands create a need to provide the precise measures of BE for determining firm values in M&A, brand license and royalty rate and to translate marketing resource allocations and their performance consequences into financial/behavioral BE effects. The objective of this study is to integrate the existing knowledge on BE measurement models. We first frame the important classification scheme on BE measurement based on existing studies and review the important models as they relate to BE measurement. Next, We summarize the conceptual and empirical findings to date on BE measurement models and related studies based on customer response, brand performance (market share, price premium and revenue premium), and financial values. Then, we review advantages and potential problems of 3 different approaches of using customer responses, brande performance measure, and financial values of BE. We conclude by formulating an agenda for implications and future research challenges in this area.

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