@article{ART002434575},
author={Choi, Soo-Ah},
title={A study on camping brand Identity to add value},
journal={Journal of Communication Design},
issn={1976-1562},
year={2019},
volume={66},
pages={131-144},
doi={10.25111/jcd.2019.66.10}
TY - JOUR
AU - Choi, Soo-Ah
TI - A study on camping brand Identity to add value
JO - Journal of Communication Design
PY - 2019
VL - 66
IS - null
PB - CDAK Society of Communication Design
SP - 131
EP - 144
SN - 1976-1562
AB - The world’s camping market has been growing centrally U.S. and European markets, and there also has been a rapid growth in S. Korea after 2000. However, Korean camping brands have not been successful in the overseas market, and also is not dominating the Korean market either. The biggest challenge for domestic brands is recognition of the brands according to studies and the specialist survey interview. Therefore, domestic companies need to focus on developing individual ‘Brand Identity’, a proper brand positioning, operating of practice, managing, and maintaining. Also with the continuation of keeping the same brand concept and identity, trends and customer needs will need to be applied on top of it. The researches on brand identities of internationally known successful 6 camping brands such as Coleman, Snow peak, MSR, Vaude, Hilleberg, Fjall raven and on successful brand stories with tradition are studies. Also, case studies on a camping brand renewal of Northpeak and a new brand development process have proceeded. The status of current Korean camping brands and suggested directions to add values were presented throughout the study.
KW - Camping;Camping brand;Brand Identity;Brand Value;Add value;Brand differentiation
DO - 10.25111/jcd.2019.66.10
ER -
Choi, Soo-Ah. (2019). A study on camping brand Identity to add value. Journal of Communication Design, 66, 131-144.
Choi, Soo-Ah. 2019, "A study on camping brand Identity to add value", Journal of Communication Design, vol.66, pp.131-144. Available from: doi:10.25111/jcd.2019.66.10
Choi, Soo-Ah "A study on camping brand Identity to add value" Journal of Communication Design 66 pp.131-144 (2019) : 131.
Choi, Soo-Ah. A study on camping brand Identity to add value. 2019; 66 131-144. Available from: doi:10.25111/jcd.2019.66.10
Choi, Soo-Ah. "A study on camping brand Identity to add value" Journal of Communication Design 66(2019) : 131-144.doi: 10.25111/jcd.2019.66.10
Choi, Soo-Ah. A study on camping brand Identity to add value. Journal of Communication Design, 66, 131-144. doi: 10.25111/jcd.2019.66.10
Choi, Soo-Ah. A study on camping brand Identity to add value. Journal of Communication Design. 2019; 66 131-144. doi: 10.25111/jcd.2019.66.10
Choi, Soo-Ah. A study on camping brand Identity to add value. 2019; 66 131-144. Available from: doi:10.25111/jcd.2019.66.10
Choi, Soo-Ah. "A study on camping brand Identity to add value" Journal of Communication Design 66(2019) : 131-144.doi: 10.25111/jcd.2019.66.10
