브랜드 이미지가 프라다 브랜드 마케팅 전략에 미친 영향

Abstract

This study is to create domestic brand images which can compete against foreign famous fashion brandsthrough analyzing marketing strategies of brand image of Prada. We surveyed the influence of brand image to marketing strategies of Prada in order to understand importance of brand image to marketing strategies. For analysis, we chose men and women more than 11 years old who live in Seoul and the national capital region through Convenience Sampling. For analysis method, we used the average difference method, T-test, dispersion analysis, frequency analysis and technical analysis and SPSS 10.07 for windows as a statistic method.For the results of this study, consumers understand that footwear and clothes of Prada have higher brand image rather than other brands and men have higher perception of Prada than women. The perception of Prada brand image came out high at an advanced age and an educational background of college. Through this study, we understand the marketing strategies of Prada and the importance of brand image in fashion brand marketing.