Strengthening Market Position through Branding “CheongKwanJang” - The Case of Korea Ginseng Corporation
DC Field | Value | Language |
---|---|---|
dc.contributor.author | 구교령 | - |
dc.contributor.author | 김상용 | - |
dc.contributor.author | 김석균 | - |
dc.contributor.author | 전미나 | - |
dc.date.accessioned | 2021-09-02T17:26:25Z | - |
dc.date.available | 2021-09-02T17:26:25Z | - |
dc.date.created | 2021-06-17 | - |
dc.date.issued | 2018 | - |
dc.identifier.issn | 1598-7868 | - |
dc.identifier.uri | https://scholar.korea.ac.kr/handle/2021.sw.korea/78651 | - |
dc.description.abstract | Korea Ginseng Corporation is a global ginseng company, owning one of the most leading brands in Korea, CheongKwanJang. Although Korea Ginseng Corporation was an undoubted market leader in the red ginseng market, it faced a new challenge in 2012 due to the changes in market environment. In order to keep its market leadership in a saturated and competitive market, the company decided to extend its product lines alongside the launches of new brands. In this article, the authors demonstrate the development process of the company’s brand portfolio strategy to reveal how the company turned CheongKwanJang into a mega-brand. Also, this paper explores the impact of CheongKwanJang’s reputation on new brands, thereby illustrating how the company successfully managed to introduce new products outside of the red ginseng category, ranging from organic food to a pet food market. | - |
dc.language | English | - |
dc.language.iso | en | - |
dc.publisher | 한국마케팅학회 | - |
dc.title | Strengthening Market Position through Branding “CheongKwanJang” - The Case of Korea Ginseng Corporation | - |
dc.title.alternative | Strengthening Market Position through Branding “CheongKwanJang” - The Case of Korea Ginseng Corporation | - |
dc.type | Article | - |
dc.contributor.affiliatedAuthor | 김상용 | - |
dc.identifier.doi | 10.15830/amj.2018.20.2.85 | - |
dc.identifier.bibliographicCitation | 아시아마케팅저널, v.20, no.2, pp.85 - 98 | - |
dc.relation.isPartOf | 아시아마케팅저널 | - |
dc.citation.title | 아시아마케팅저널 | - |
dc.citation.volume | 20 | - |
dc.citation.number | 2 | - |
dc.citation.startPage | 85 | - |
dc.citation.endPage | 98 | - |
dc.type.rims | ART | - |
dc.identifier.kciid | ART002372038 | - |
dc.description.journalClass | 2 | - |
dc.description.journalRegisteredClass | kci | - |
dc.subject.keywordAuthor | Korea Ginseng Corporation | - |
dc.subject.keywordAuthor | CheongKwanJang | - |
dc.subject.keywordAuthor | Brand extension strategy | - |
dc.subject.keywordAuthor | Sub-branding strategy | - |
dc.subject.keywordAuthor | Market entry strategy | - |
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.
(02841) 서울특별시 성북구 안암로 14502-3290-1114
COPYRIGHT © 2021 Korea University. All Rights Reserved.
Certain data included herein are derived from the © Web of Science of Clarivate Analytics. All rights reserved.
You may not copy or re-distribute this material in whole or in part without the prior written consent of Clarivate Analytics.