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영어 원문 챕터별 내용정리

목차

1-1: Today, the brand is also our image
1-2 The brand is the most valuable asset
2-1: Why did the original Beetle win success?
2-2: Differences between the original beetle and the new beetle.

본문내용

-Brand is about our emotion, image, and identity itself.
- At first, brand is just about quality, quantity, and price of products, however, as it slightly dominates our society, it was not ‘only’ about commerce anymore. It exists everywhere and it visibly involves in everything- culture, fashion, religion, society and life – with great impacts. First of all, brand stimulates people’s emotion. People all over the world feel an affiliation through brands, by purchasing same products and services. Affiliation was something existed for specific people in particular situations, but brands just made it general. Function still matters obviously, but the emotional feature of the brands has been enhanced. For example, young people wear Nike running shoes, not only because of the functionality but also the fashion which satisfy their emotion or intention to show off. For the people who want to show off their shoes, the product of brands are a lot more symbolic than functional. To enhance the symbolic and emotional feature of the products, customers mix and match them to customize – in order to enhance their individual identity reflected to the products as well. Sometimes, the brand extension emerges in order to satisfy their customers and increase their profit simultaneously.

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