초록

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Abstract ▼ AI-Helper

Recently, many Korean companies start to carry out renovation like a trend. The range or the system of these companies are not just proceeded on simple and partial product renewal but make a radical and omnidirectional reform. In the research, long-life brand is defined that; it needs to be over 30 ...

Recently, many Korean companies start to carry out renovation like a trend. The range or the system of these companies are not just proceeded on simple and partial product renewal but make a radical and omnidirectional reform. In the research, long-life brand is defined that; it needs to be over 30 years since the launch, holding the position of 1st-2nd of the same kind, and doing continuous branding work on it. In addition, in order to be recognized the importance of renovation in long-term brand well, it is applied to five independent variables (subject, time, cause, othject, and method). Here, subject can . divide product special quality by kind, element, market circumstance etc. and time period request visual point, physical time, by cause by factor of change and so on of user's claim, market circumstance atomize and examined. And can analyze because targets divided by design and social activity, marketing element, product development etc. and method atomizes for factor of public information marketing, environment and service, medium choice, branding etc. Target of this investigation 2006 by origin renovation carry out 'Coca-Cola' and 'Chil-sung cider' out of product brand by main body, time, cause, subject, method etc. divide and diagnosed new renovation direction. Several Korean enterprises carrying out renovations around the year of 2006 are selecting reasons, ranges, and methods for all-directions reforms beyond sirrple, partial production renewal.

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