금융기업의 브랜드자산 가치 구축을 위한 브랜드경영 모델 연구－삼성증권 브랜드경영 사례를 중심으로－

Recently, a domestic financial market is in more competitive environment due to openness and liberalization by the Capital Market Integration Act of Korea. Financial companies are trying to enhance brand value and to attract customers through rational management,increase profit, transaction-based expansion. This research consists of the theoretical review and the case study. Samsung Securities’ brand management is one of the successful examples to build brand equity. This case study was conducted through reports, news releases and interview. The main features of Samsung Securities’ brand management are strategic brand positioning, brand identity, brand system and brand equity. Samsung Securities’ brand management was conducted in 5steps such as planning, strategy, system construction,implementation, evaluation and feedback. Samsung Securities’ brand management has the following four features. There are strong commitment and leadership of CEO for brand management activities,a clear brand positioning and management strategies for leading brand asset, design system as one of Samsung Securities’ brand strategies, and performance management system and brand management through brand valuation. This research is the case study of Samsung Securities’ brand management by reports, news,interviews. The purpose of this study is to provide a strategic brand management model for financial companies which want to build brand equity.