Business Commons^™

블랙야크의 Bi(Brand Identity) 강화전략, Chang Jo Yoo, Sang Hyun Lee, Jung Ok Jeon

Asia Marketing Journal

There is now intense competition among many outdoor brands in the domestic market. Establishing differentiated brand image and enhancing brand identity are very important in this situation. This case is to investigate Black Yak`s strategy for enhancing their brand identity. The Black Yak builds up their popularity by implementing social responsibility activities along with sustaining their extreme traditional outdoor image. It is effective to step up their brand identity. Future challenges and suggestions are discussed at the end.