구찌 브랜드이미지의 브랜드 인지도 평가에 관한 연구

Abstract

The brand management which is to develop brand factors using by the philosophical value system will be a main issue for new paradigm of corporate management in 21 century due to changes of market enviromnent and customers' purchasing perception. The brand image is considered as the best way to be differentiated with competitors' products in case of the same quality, price, design. Therefore, this study has been surveyed and analyzed how Gucci's brand image influences to customers' awareness to verify importance of brand image. For analysis method,we used analysis methods like the average difference method, T—test, dispersion analysis, frequency analysis and technical analysis and SPSS 10.07 for windows as a statistic method. As a result of this study, Gucci brand has a strong awareness of the symbolic image and women have high positive brand awareness as high graded brand awareness rather than men. The high age group has a high brand awareness and Gucci brand has a strong awareness in irrespective of the academic background. Therefore,through this study, the brand marketing strategy is important for Gucci' products as the brand image of Gucci has maintained the same image.