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Full-Text Articles in Business
Brand Concept Elaboration Strategy For An Extended Brand, Seung Woo Chun, Chang Jo Yoo, Sukek Yu Lee, Lee
Brand Concept Elaboration Strategy For An Extended Brand, Seung Woo Chun, Chang Jo Yoo, Sukek Yu Lee, Lee
Asia Marketing Journal
KB Kookmin Card has separated as an independent corporation from KB Kookmin Bank Credit Card Business Group on March, 2011. Ever since, KB Kookmin Card worked to build its own brand identity. The strategic preparation and conscientious implementations made KB Kookmin Card position in consumer`s mind with a strong and unique brand image. Its new brand image was rooted in the inherited strengths of reliable and sincere image. However, it faced the challenge to compete in credit card industry in which most competitors had an advanced and sophisticated image. The strengths of KB Kookmin Card were also at the same …