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Full-Text Articles in Business
Successful Brand Revitalization Of Parkland Through Brand Repositioning Strategy, Jung Ok Jeon, Hyung-Shik Jung, Sukekyu Lee, Lee
Successful Brand Revitalization Of Parkland Through Brand Repositioning Strategy, Jung Ok Jeon, Hyung-Shik Jung, Sukekyu Lee, Lee
Asia Marketing Journal
Parkland, which is one of the pioneer brands in men’s fashion in Korea, specifically suits, has recently undertaken bold brand repositioning activities to respond to the fast-changing environment and to overcome limitations in its current image positioning. As a result, in a short time period, Parkland achieved remarkable marketing and communication success. This case study explains how Parkland drew successful brand repositioning from the fierce fashion market.
This study systematically analyzes the brand repositioning strategy process and implementation strategy used to resolve the conceptual and structural issues of Parkland as a mature brand. To this end, this study assesses Parkland’s …
Brand Revitalization By Strategic Repositioning, Young Sik Shin, Kyoung Cheon Cha
Brand Revitalization By Strategic Repositioning, Young Sik Shin, Kyoung Cheon Cha
Asia Marketing Journal
A growing gap between market needs and the capabilities of the enterprise prompts repositioning (Corstjens and Dolye 1989). This article examines the strategic repositioning of ``Korando Sports`` un-dertaken by SYMC throughout the period from Jan. 2012 to Jun. 2012, to boost sales volume and market share by entering market of active-lifestyle consumers currently occupied by SUVs. SYMC`s experience indicates that it is essential to close the gap between the market needs and the ability of the enterprise to make a shift to new consumer segment with a new positioning. The successful re-positioning framework(Ryan et al. 2007) were employed in this …
한국 및 북미시장에서 제네시스의 포지셔닝과 상표확장 전략, Sun Kyu Jun, Young Suk Hyun, Yoo Jeong Jeong
한국 및 북미시장에서 제네시스의 포지셔닝과 상표확장 전략, Sun Kyu Jun, Young Suk Hyun, Yoo Jeong Jeong
Asia Marketing Journal
The present study analyzes Hyundai Genesis` introduction in the domestic and the North-American markets in terms of positioning and brand extension strategies in each market. Genesis was positioned to ``A domestic luxury car that looks like a foreign premium brand`` in the domestic market and was positioned to ``Quality of luxury car for a price of near-luxury car`` in the North-American market. Hyundai brand was extended to Genesis in the North-American Market, but not in the domestic market. The present study examines the backgrounds that resulted in different position concepts in the markets and analyzed the marketing tactics to realize …
Movie Marketing By Showbox, Sang Hoon Kim
Movie Marketing By Showbox, Sang Hoon Kim
Asia Marketing Journal
In the summer of 2008, the movie Dachimawa Lee: Villain, Get on the Express to Hell is waiting for its first release. This movie is based on a short film which was tremendously popular when it was first introduced on the internet in 2000, and the director Ryu Seung Wahn is expecting a mega hit of the movie this summer. Showbox is one of the leading movie distributors in Korea. After a series of blockbuster hits such as Welcome to Dongmakgol, The Host, and The Chaser, Showbox is now in stagnation. Along with sluggish economy in Korea, most of recent …