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ÀÇ ºê·£µå ¼¼°èÈ ¹æ¾È
( Franchising ¼º°ø Àü·«À» ÅëÇÑ BBQÀÇ »õ·Î¿î ¼¼°èÈ Àü·« Á¦½Ã)
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contents
1. ¼·Ð
»ê¾÷½ÃÀå ÇöȲ ¹× ±â¾÷¼±Á¤ ¹è°æ
±â¾÷ ¼Ò°³
3. °á·Ð
¿ä¾à
BBQÀÇ ¼¼°èÈ ¹æ¾È
2. º»·Ð
Brand Identity
Brand Platform
ºê·£µå È®Àå Àü·«
Co-Branding Àü·«
Brand Equity
Brand Structure
Branding Mix Àü·«
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½ÃÀåÇöȲ & ±â¾÷¼±Á¤¹è°æ
2003³â, ±¹³» ÇÁ·£Â÷ÀÌÁî ¾÷ü ÃÖÃÊ ÇØ¿Ü ÁøÃâ (Áß±¹)
¼¼°è Àü ´ë·ú ÁøÃâ ´Þ¼º
ÇØ¿Ü ¸ÅÀåÀÇ ºü¸¥ È®»ê
(2008³â ÁøÃ⠹̱¹ ³» 47°³ ¸ÅÀå / 2007³â ÁøÃâ Áß±¹ ºÏ°æ ³» 7°³ ¸ÅÀå)
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±â¾÷¼Ò°³
±â¾÷¸í : Á¦³Ê½Ã½º ºñºñÅ¥
(Genesis BBQ)
¼³¸³³âµµ : 1995. 9. 1.
¼³¸³ÀÚ : À±È«±Ù (úÞ CEO)
1995 BBQ 1È£Á¡ °³Àå, ¢ß Á¦³Ê½Ã½º ¼³¸³
1996 BBQ 100È£Á¡ °³Àå
1999 BBQ 1,000È£Á¡ °³Àå (±¹³» ÃÖÃÊ)
2000 BBQ ġŲ´ëÇÐ ¡¦(»ý·«)
2003 BBQ Áß±¹ÁøÃâ, Áß±¹ 1È£Á¡ °³Àå
2004 BHC Àμö(GNS BHC ¼³¸³), ½ºÆäÀÎ ÁøÃâ
1955 Des Plaines, Illinois
2006 McDonald¡¯s 50ÁÖ³â
|
cDonald ÇüÁ¦)
´ëÁß ÈíÀηÂ?
ºê·£µå ¼º°Ý?
¼¼°èÀû »ó¡¼º
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brand identity (brand character)
BBQ
Brand Character
¾øÀ½
?
Ronald McDonald
ÇϳªÀÇ »ì¾ÆÀÖ´Â Character
°¡Á·Àû, Áñ°Å¿î ºÐÀ§±â ¿¬Ãâ
? McDonald¡¯s¸¸ÀÇ Character¸¦ ³Ñ¾î,
¹Ì±¹/¹Ì±¹½Ä ÀÚº»ÁÖÀǸ¦ »ó¡ÇÏ´Â
Character·Î¼ ÀÚ¸®¸Å±è.
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brand identity (brand slogan)
Best of Best Quality
¡®¼¼»ó¿¡¼ °¡Àå ¸ÀÀÖ°í
°Ç°ÇÑ Ä¡Å²¡¯
ÃÖ°íÀÇ »óÇ°À» Á¦°øÇÏ·Á´Â
BBQÀÇ ÀÇÁö ³»Æ÷,
¡®°Ç°ÇÑ Ä¡Å²¡¯À̶ó´Â ÁÖÁ¦¿¡
ÀûÇÕÇÑ Slogan
But, Slogan ÀÎÁöµµ°¡ ³·À½.
We love to see your smile!
¡å
I¡¯m lovin¡¯ it
¼¼°èÀûÀÎ Slogan
(¸Å¿ì ³ôÀº ÀÎÁöµµ)
ª°í °£°áÇϸç Ä£±ÙÇÑ À̹ÌÁö
¼¼°è½ÃÀå ÁøÃ⠽ÿ¡µµ ¹ø¿ªÇÏÁö
¾Ê°í »ç¿ë
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brand identity (brand package)
Logo + Chicken »çÁø
= »óÇ° ÆÐÅ°ÁöÀÇ ºê·£µå ¿¬»ó¼º ?
But,
Ÿ ġŲ¾÷ü¿ÍÀÇ Package Â÷º°¼º ¾øÀ½.
Hamburger PackageÀÇ Ç¥ÁØ Á¤¸³
McDonald¡¯s °¨ÀÚÆ¢±è Package
? 20¼¼±â ÃÖ°íÀÇ Package Design
°í°´º° ´Ù¾çÇÑ Package Design
(ex) Happy-Meal Toy Box)
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brand identity (brand color)
BBQ¶ó´Â ¸íĪÀ» ºÙÀÎ 4-Colo