국내외 헤어살롱 브랜드 포지셔닝과 브랜드 확장전략 연구

Abstract

This paper reveals the results of extensive research on the importance of two brand marketing case studies in domestic and overseas hair salons. In the past, hair salons had their own distinct character. However, today salons are run by large franchises. The salons have a set standard, such as a high technical ability, good customer service, effective advertising and promotions, etc. The hair salons’ business structure has been well developed and they have built up good business plans. But these successful salons do not make their marketing strategies available to the public. In order for the hair salon brands to develop into a global brand in the future, it is necessary to present future improvements through a detailed comparison of strategy analysis between different hair salon brands. Therefore, this study deals with applications of two brand marketing theories which have helped four different hair salons: Sassoon, Tony & Guy, Juno Hair and Lee Chul Hair KerKer. These salons have a competitive edge because of their brand positioning and brand expansion which has led to greater public awareness and a stronger customer loyalty. This obviously means greater profits for these companies. This research is significant in providing basic data that can be presented and utilized in competitive brand marketing, including measures to address those relevant issues by an improvement in developing future effective marketing strategies.