Contents

A Study on alpha-numeric brand naming

Kim, Yong-Ho

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Abstract

Brand extension strategy has been the core of strategic growth for a variety of companies in the last decade. However, the extension can damage the original brand equity by weakening the existing associations or adding new undesired ones.

Alpha-numeric brand naming can be proposed as a new alternative. This study has examined two successful cases of alpha-numeric brand naming strategy launched in the Korean car industry. First, it was proved that alpha- numeric brand can be effectively used when the high- tech products are launched in the market. Second, the launching of alpha-numeric brand offered opportunities for brand extension. And effective alpha- numeric brand naming placed its current modifier- type of numeric to the identical status with the alphabet.

Advisors
Lee, Seung-Joo
Department
KDI School, Master of Strategy & International Management
Issue Date
1998
Publisher
KDI School
Description
Thesis(Master) --KDI School:Master of Strategy & International Management,1998
Keywords
Brand management.; Marketing.
Contents
1 Introduction


2 Current Literature Research


3 Empirical Research


4 Alpha-Numeric Brand Naming


5 Conclusion
Pages
70 p.
URI
https://archives.kdischool.ac.kr/handle/11125/29914
Type
Thesis
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