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�쓽 釉뚮옖�뱶 �꽭怨꾪솕 諛⑹븞
( Franchising �꽦怨� �쟾�왂�쓣 �넻�븳 BBQ�쓽 �깉濡쒖슫 �꽭怨꾪솕 �쟾�왂 �젣�떆)
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contents
1. �꽌濡�
�궛�뾽�떆�옣 �쁽�솴 諛� 湲곗뾽�꽑�젙 諛곌꼍
湲곗뾽 �냼媛�
3. 寃곕줎
�슂�빟
BBQ�쓽 �꽭怨꾪솕 諛⑹븞
2. 蹂몃줎
Brand Identity
Brand Platform
釉뚮옖�뱶 �솗�옣 �쟾�왂
Co-Branding �쟾�왂
Brand Equity
Brand Structure
Branding Mix �쟾�왂
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�떆�옣�쁽�솴 & 湲곗뾽�꽑�젙諛곌꼍
2003�뀈, 援��궡 �봽�옖李⑥씠利� �뾽泥� 理쒖큹 �빐�쇅 吏꾩텧 (以묎뎅)
�꽭怨� �쟾 ���瑜� 吏꾩텧 �떖�꽦
�빐�쇅 留ㅼ옣�쓽 鍮좊Ⅸ �솗�궛
(2008�뀈 吏꾩텧 誘멸뎅 �궡 47媛� 留ㅼ옣 / 2007�뀈 吏꾩텧 以묎뎅 遺곴꼍 �궡 7媛� 留ㅼ옣)
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湲곗뾽�냼媛�
湲곗뾽紐� : �젣�꼫�떆�뒪 鍮꾨퉬�걧
(Genesis BBQ)
�꽕由쎈뀈�룄 : 1995. 9. 1.
�꽕由쎌옄 : �쑄�솉洹� (�뤎 CEO)
1995 BBQ 1�샇�젏 媛쒖옣, �닚 �젣�꼫�떆�뒪 �꽕由�
1996 BBQ 100�샇�젏 媛쒖옣
1999 BBQ 1,000�샇�젏 媛쒖옣 (援��궡 理쒖큹)
2000 BBQ 移섑궓����븰 媛쒓�� 諛� 臾쇰쪟�꽱�꽣 以�怨�
2003 BBQ 以묎뎅吏꾩텧, 以묎뎅 1�샇�젏 媛쒖옣
2004 BHC �씤�닔(GNS BHC �꽕由�), �뒪�럹�씤 吏꾩텧
2006 BBQ Japan 1�냽2�샇�젏 媛쒖옣
�샇二�, 紐쎄낏, 踰좏듃�궓 留덉뒪�꽣�봽�옖李⑥씠利� 怨꾩빟
2007 遺곴꼍/泥쒖쭊 1�샇�젏, 踰좏듃�궓 1�샇�젏 ���(�깮�왂)
1955 Des Plaines, Illinois
2006 McDonald��셲 50二쇰뀈
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cDonald �삎�젣)
���以� �씉�씤�젰?
釉뚮옖�뱶 �꽦寃�?
�꽭怨꾩쟻 �긽吏뺤꽦
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brand identity (brand character)
BBQ
Brand Character
�뾾�쓬
?
Ronald McDonald
�븯�굹�쓽 �궡�븘�엳�뒗 Character
媛�議깆쟻, 利먭굅�슫 遺꾩쐞湲� �뿰異�
? McDonald��셲留뚯쓽 Character瑜� �꽆�뼱,
誘멸뎅/誘멸뎅�떇 �옄蹂몄＜�쓽瑜� �긽吏뺥븯�뒗
Character濡쒖꽌 �옄由щℓ源�.
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brand identity (brand slogan)
Best of Best Quality
��섏꽭�긽�뿉�꽌 媛��옣 留쏆엳怨�
嫄닿컯�븳 移섑궓���
理쒓퀬�쓽 �긽�뭹�쓣 �젣怨듯븯�젮�뒗
BBQ�쓽 �쓽吏� �궡�룷,
��섍굔媛뺥븳 移섑궓��숈씠�씪�뒗 二쇱젣�뿉
�쟻�빀�븳 Slogan
But, Slogan �씤吏��룄媛� �궙�쓬.
We love to see your smile!
�뼹
I��셫 lovin��� it
�꽭怨꾩쟻�씤 Slogan
(留ㅼ슦 �넂��� �씤吏��룄)
吏㏐퀬 媛꾧껐�븯硫� 移쒓렐�븳 �씠誘몄��
�꽭怨꾩떆�옣 吏꾩텧 �떆�뿉�룄 踰덉뿭�븯吏�
�븡怨� �궗�슜
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brand identity (brand package)
Logo + Chicken �궗吏�
= �긽�뭹 �뙣�궎吏��쓽 釉뚮옖�뱶 �뿰�긽�꽦 ?
But,
��� 移섑궓�뾽泥댁���쓽 Package 李⑤퀎�꽦 �뾾�쓬.
Hamburger Package�쓽 �몴以� �젙由�
McDonald��셲 媛먯옄���源� Package
? 20�꽭湲� 理쒓퀬�쓽 Package Design
怨좉컼蹂� �떎�뼇�븳 Package Design
(ex) Happy-Meal Toy Box)
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brand identity (brand color)
BBQ�씪�뒗 紐낆묶�쓣 遺숈씤 4-Colo
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