브랜드관리가 농산물 브랜드 자산가치에 미치는 실증적 관계

The purpose of this study is to analysis relationship between the value of national and local brand equity and brand management of domestic rice, apple and beef in Korea. Multi-attributes composition model and correlation analysis are used to assess the value of brand equity assets and to measure this relationship. The research results are presented as follows: First, high levels of brand awareness and a positive brand image increase the probability of brand choice, as well as produce greater consumer loyalty. Second, the difference between the values of national and local brand equity assets depends upon low level of brand awareness. Strong brand awareness and brand image require reinforcement through marketing communications to increase the value of brand equity assets. Third, high levels of brand management have a positive effects on the value of brand equity assets. Accordingly, the results of correlation analysis show that the value of local brand equity assets depends upon how to manage the brand value chain(marketing program investment, customer mindset, brand performance, shareholder value). The brand value chain shows considerable promise both as the conceptual level to organize managerial decisions and as a basis for measuring and assessing marketing performance.