WISE-II Brand Strategy2000. 11. 15

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07:00~08:0009:00~12:00, TV12:00~13:0013:00~18:0018:00~20:0020:00~22:0023:00~ Life cycle* (00.8)

06:00~08:0008:00~10:00,, , , , , , ,TV,,,10:00~12:0012:00~16:0016:00~19:0019:00~21:0021:00~ Life cycle* (00.8)

06:30~09:00,09:00~12:00 , ,TV,,12:00~13:0013:00~18:0018:00~19:3019:30~21:0021:00~ Life cycle* (00.8)

?Associated Words, , , , , , , , ,

?Associated Words, , , , , , , ,

()> > () * (n=1015, 2000.6) 28.3%28.0%21.3%5.8%5.1%()

New Brand?

, , Wants/Needs Consumer Benefits

Brand Value

?

Prestige, Valuable Customer Focused Neuter Gender Simple, EasyKTF TFT

Prestige, Valuable Customer Focused Neuter Gender Simple, Easy ??

, ??

Drama

Fium

Looc

26.7%23.3% , 30, , , , , , , /* 20~ 30 60 CLTDrama - 42.9%- 28.6%- 21.4%

25.0%36.7%, 20, , , , , , /* 20~ 30 60 CLTFium - 22.7%- 13.6%

30.0%20.0%, , 20, , , (Look), , , /* 20~ 30 60 CLTLooc - 22.7%- 13.6%

Theme , ,

(Anchor) * Marketing Aesthetics - The Strategy of Brandsby Bernd Schmitt and Alex Simonson

(Skin So Soft)

, , , YVES SAINT LAURENT

Christian Dior ,

2

Welcomm

Theme

Drama

/ 10 50 Personality

MarComm Activities PPL, Star Marketing ,

Old ? ?

! Properties () Products () Presentation () Publications ()Identity 4PIdentity , ,, , ,