{"id":16179,"date":"2015-06-07T17:19:23","date_gmt":"2015-06-07T17:19:23","guid":{"rendered":"https:\/\/www.sisinternational.com\/?p=16179"},"modified":"2026-01-26T17:44:52","modified_gmt":"2026-01-26T22:44:52","slug":"21%ec%84%b8%ea%b8%b0-%eb%b8%8c%eb%9e%9c%eb%93%9c-%ea%b2%bd%ec%98%81-%ed%8a%b8%eb%a0%8c%eb%93%9c%ec%99%80-%ec%9d%b4%ec%8a%88","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/ko\/21%ec%84%b8%ea%b8%b0-%eb%b8%8c%eb%9e%9c%eb%93%9c-%ea%b2%bd%ec%98%81-%ed%8a%b8%eb%a0%8c%eb%93%9c%ec%99%80-%ec%9d%b4%ec%8a%88\/","title":{"rendered":"\ube0c\ub79c\ub4dc \uad00\ub9ac \uc5f0\uad6c"},"content":{"rendered":"<figure class=\"gb-block-image gb-block-image-0fce53c2\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-0fce53c2\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Branding-3.jpg\" alt=\"SIS \uad6d\uc81c\uc2dc\uc7a5 \uc870\uc0ac \ubc0f \uc804\ub7b5\" title=\"Branding (3)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Branding-3.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Branding-3-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Branding-3-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Branding-3-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Branding-3-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">&nbsp;<\/h2>\n\n\n\n<h5 class=\"wp-block-heading\">\uc9c0\ub09c 10\ub144 \ub3d9\uc548 \uc6b0\ub9ac\ub294 \uc0ac\ud68c\uc801, \uacbd\uc81c\uc801, \uc815\uce58\uc801\uc73c\ub85c \uc138\uacc4\uc758 \uadf9\uc801\uc778 \ubcc0\ud654\ub97c \uacbd\ud5d8\ud588\uc2b5\ub2c8\ub2e4. 90\ub144\ub300 \ucd08\ubc18\ubd80\ud130 \uc6b0\ub9ac\ub294 \uacf5\uc0b0\uc8fc\uc758\uc758 \uc885\ub9d0\uacfc \uc138\uacc4\ud654\uc758 \uc131\uc7a5\uc744 \uacbd\ud5d8\ud588\uc2b5\ub2c8\ub2e4. \ub610\ud55c \ub300\uae30\uc5c5\uc758 \ub300\ub300\uc801\uc778 \ub9ac\uc5d4\uc9c0\ub2c8\uc5b4\ub9c1\uacfc \uc804\ud1b5\uc801\uc778 \uae30\uc5c5 \uad6c\uc870\uc5d0\uc11c \uac00\uc0c1 \uae30\uc5c5\uc73c\ub85c\uc758 \uc9c4\ud654\ub97c \uacbd\ud5d8\ud588\uc2b5\ub2c8\ub2e4. \uc778\ud130\ub137\uc758 \ubc1c\uc804\uacfc \uadf8\uac83\uc774 \uc9c1\uc7a5\uacfc \uac00\uc815 \ubaa8\ub450\uc5d0 \ubbf8\uce58\ub294 \uc601\ud5a5\uc740 \ub354\uc6b1 \uadf9\uc801\uc774\uc5c8\uc2b5\ub2c8\ub2e4.<\/h5>\n\n\n\n<p>\uc774\ub7ec\ud55c \ubaa8\ub4e0 \ubcc0\ud654\ub85c \uc778\ud574 \uc6b0\ub9ac\ub294 \uc0c8\ub85c\uc6b4 \uc138\uacc4 \uc9c8\uc11c, \uc0c8\ub85c\uc6b4 \uc0ac\uc5c5 \uc6b4\uc601 \ubc29\uc2dd, \uc0c8\ub85c\uc6b4 \uac1c\uc778 \uc0dd\ud65c \ubc29\uc2dd\uc5d0 \uc9c1\uba74\ud574 \uc788\ub2e4\ub294 \uac83\uc774 \ubd84\uba85\ud574\uc84c\uc2b5\ub2c8\ub2e4. \ube44\uc988\ub2c8\uc2a4 \uad00\uc810\uc5d0\uc11c \uc9c0\ub09c 10\ub144 \ub3d9\uc548 \uc77c\uc5b4\ub09c \uadf9\uc801\uc778 \ubcc0\ud654\ub294 \ub2e4\uc74c\uacfc \uac19\uc2b5\ub2c8\ub2e4.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\uc18d\ub3c4\uac00 \ub354 \ube60\ub985\ub2c8\ub2e4.<\/li>\n\n\n\n<li>\uae30\uc5c5\uc740 \uace0\uac1d, \uacf5\uae09\uc5c5\uccb4, \uc720\ud1b5\uc5c5\uccb4\uc640 \uc989\uc2dc \uc5f0\uacb0\ub429\ub2c8\ub2e4.<\/li>\n\n\n\n<li>\uc138\uacc4\ud654\ub294 \uc9c4\uc815\ud55c \uae00\ub85c\ubc8c \uc2dc\uc7a5\uc744 \ub9cc\ub4e4\uc5b4\ub0c8\uc2b5\ub2c8\ub2e4.<\/li>\n\n\n\n<li>\uc774\uc6a9 \uac00\ub2a5\ud55c \uc815\ubcf4\uac00 \ub108\ubb34 \ub9ce\uc544\uc11c \uae30\uc5c5\uc740 \uc774\ub97c \uc9c0\uc18d\uc801\uc73c\ub85c \ud574\uc11d\ud558\uace0 \uc774\ub97c \uae30\uc5c5\uc5d0 \uc720\uc6a9\ud55c &quot;\uc9c0\ub2a5&quot;\uc73c\ub85c \uc804\ud658\ud574\uc57c \ud569\ub2c8\ub2e4.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">1980\ub144\ub300\uc640 1990\ub144\ub300 \ucd08\ubc18\uc758 \ube0c\ub79c\ub4dc \uacbd\uc601<\/h2>\n\n\n\n<h5 class=\"wp-block-heading\">1980\ub144\ub300\ubd80\ud130 1990\ub144\ub300 \ucd08\ubc18\uae4c\uc9c0 \ube0c\ub79c\ub4dc \uad00\ub9ac\uc790\ub294 \ub2e4\uc74c \uc694\uc18c\uc5d0 \uc758\uc874\ud560 \uc218 \uc788\uc5c8\uc2b5\ub2c8\ub2e4.<\/h5>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\ud569\ub9ac\uc801\uc774\uac70\ub098 \ud604\uc2e4\uc801\uc778 \ube0c\ub79c\ub4dc \ub610\ub294 \uc81c\ud488 \uac1c\ubc1c \uae30\uac04 \ub610\ub294 \uc8fc\uae30<\/li>\n\n\n\n<li>\uc804\ud1b5\uc801\uc778 \ube0c\ub79c\ub4dc \uad00\ub9ac \uce21\uc815 \ubc29\ubc95 \ubc0f \uae30\uc220(\uc608: \uc2e0\ub514\ucf00\uc774\ud2b8 \ucd94\uc801 \ub370\uc774\ud130)<\/li>\n\n\n\n<li>\uc804\ud1b5\uc801\uc778 \ube0c\ub79c\ub4dc \uc790\uc0b0 \ubaa8\ub378<\/li>\n\n\n\n<li>\uae30\uc5c5 \ub0b4 \uc804\ud1b5\uc801\uc778 \ube0c\ub79c\ub4dc \uad00\ub9ac \uc870\uc9c1 \uad6c\uc870<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">21\uc138\uae30 \ube0c\ub79c\ub4dc \uacbd\uc601\uc740 \uc5b4\ub5bb\uac8c \ubcc0\ud574\uc654\ub098<\/h2>\n\n\n\n<h5 class=\"wp-block-heading\">\uc804\ubc18\uc801\uc73c\ub85c \uc624\ub298\ub0a0 \ube44\uc988\ub2c8\uc2a4 \uc218\ud589 \uc18d\ub3c4\ub85c \uc778\ud574 \uc2e0\uc81c\ud488 \uac1c\ubc1c, &quot;\ucd9c\uc2dc \uc2dc\uac04&quot;, \ube0c\ub79c\ub4dc \uc131\uacfc \ucd94\uc801 \ubc0f \ube0c\ub79c\ub4dc \uc790\uc0b0 \uc131\uacfc \ubd84\uc11d\uc744 \uc704\ud55c \uae30\uac04\uc774 \ub2e8\ucd95\ub418\uc5c8\uc2b5\ub2c8\ub2e4.<\/h5>\n\n\n\n<p>\ub354 \uc911\uc694\ud55c \uac83\uc740 \uae09\ubcc0\ud558\ub294 \uc138\uc0c1\uc73c\ub85c \uc778\ud574 \uc804 \uc138\uacc4, \uc9c0\uc5ed \ubc0f \uc9c0\uc5ed \uae30\ubc18\uc758 \ube0c\ub79c\ub4dc \uc131\uacfc\ubfd0\ub9cc \uc544\ub2c8\ub77c \uc804 \uc138\uacc4\uc801\uc73c\ub85c \ube60\ub974\uac8c \ubcc0\ud654\ud558\ub294 \uacbd\uc7c1 \ubc0f \ud658\uacbd \uc870\uac74\uc744 \ubaa8\ub2c8\ud130\ub9c1\ud574\uc57c \ud560 \ud544\uc694\uc131\uc774 \uc99d\uac00\ud588\ub2e4\ub294 \uac83\uc785\ub2c8\ub2e4. \uc774\ub7ec\ud55c \uc694\uc778\uc73c\ub85c \uc778\ud574 \uc6b0\ub9ac \ud68c\uc0ac\ub294 21\uc138\uae30 \ube0c\ub79c\ub4dc \uad00\ub9ac \ub3d9\ud5a5\uc744 \ud30c\uc545\ud558\uae30 \uc704\ud55c \uc5f0\uad6c\ub97c \uc218\ud589\ud558\uac8c \ub418\uc5c8\uc2b5\ub2c8\ub2e4.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\uc5f0\uad6c\uc5d0 \ub300\ud55c \uc6b0\ub9ac\uc758 \uc811\uadfc \ubc29\uc2dd<\/h2>\n\n\n\n<h5 class=\"wp-block-heading\">\uc6b0\ub9ac\uc758 \ucd08\uae30 \uc5f0\uad6c\uc5d0\ub294 \ud574\ub2f9 \ubd84\uc57c\uc758 2\ucc28 \ubb38\ud5cc\uc5d0 \ub300\ud55c \uad11\ubc94\uc704\ud55c \uac80\ud1a0\uac00 \ud3ec\ud568\ub418\uc5c8\uc2b5\ub2c8\ub2e4. \uc6b0\ub9ac\ub294 \uc778\ud130\ub137, \uc5c5\uacc4 \uac04\ud589\ubb3c, \ubcf4\ub3c4 \uc790\ub8cc, \ubbf8\ub514\uc5b4, \uacfc\uac70 \uc5f0\uad6c, \uc7ac\ubb34\uc81c\ud45c, \uc5f0\uc124, &quot;\uc5c5\uacc4 \ucd5c\uace0&quot; \ube0c\ub79c\ub4dc \uad00\ub9ac \ub9ac\ub354\uc758 \uc6f9\uc0ac\uc774\ud2b8\ub97c \uc870\uc0ac\ud588\uc2b5\ub2c8\ub2e4.<\/h5>\n\n\n\n<p>\uc5f0\uad6c\uc758 \ub2e4\uc74c \ub2e8\uacc4\uc5d0\uc11c \uc6b0\ub9ac\ub294 \ube0c\ub79c\ub4dc \uad00\ub9ac \ubd84\uc57c\uc758 \uc8fc\uc694 \uc624\ud53c\ub2c8\uc5b8 \ub9ac\ub354 \ubc0f \uc2e4\ubb34\uc790\ub4e4\uc744 \ub2e4\uc74c\uacfc \uac19\uc774 \uc778\ud130\ubdf0\ud588\uc2b5\ub2c8\ub2e4.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\uc8fc\uc694 \ub300\ud559 \uad50\uc218\ub4e4<\/li>\n\n\n\n<li>\uc8fc\uc694 \uc800\uc790<\/li>\n\n\n\n<li>&quot;\ucd5c\uace0 \uc218\uc900&quot; \uae30\uc5c5\uc758 \ube0c\ub79c\ub4dc \uad00\ub9ac \uc804\ubb38\uac00<\/li>\n\n\n\n<li>\ubd81\ubbf8, \uc720\ub7fd, \uc544\uc2dc\uc544, \ub77c\ud2f4 \uc544\uba54\ub9ac\uce74 \uad11\uace0 \ud68c\uc0ac\uc758 \uace0\uc704 \uc784\uc6d0<\/li>\n<\/ul>\n\n\n\n<p>\uc774\ud6c4 SIS International Research \uc9c1\uc6d0\uc740 \uc778\ud130\ubdf0 \ubc0f 2\ucc28 \uc815\ubcf4\ub97c \ubd84\uc11d\ud558\uc5ec \ub2e4\uc74c\uacfc \uac19\uc740 \uacb0\uacfc\ub97c \uc5bb\uc5c8\uc2b5\ub2c8\ub2e4.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\ub3d9\ud5a5 #1: \ube0c\ub79c\ub4dc \ud3ec\uc9c0\uc154\ub2dd\uc744 \uc704\ud55c \ub2e4\ucc28\uc6d0 \ubaa8\ub378\uacfc 2\ucc28\uc6d0 \ubaa8\ub378<\/h2>\n\n\n\n<h5 class=\"wp-block-heading\">1980\ub144\ub300\uc5d0 \uc120\ub3c4\uc801\uc778 \ube0c\ub79c\ub4dc \uad00\ub9ac \ud68c\uc0ac\ub4e4\uc740 \ube0c\ub79c\ub4dc \ud3ec\uc9c0\uc154\ub2dd\uc744 \uc704\ud574 \ub2e4\uc591\ud55c 2\ucc28\uc6d0 \ubaa8\ub378\uc744 \uc801\uc6a9\ud588\uc2b5\ub2c8\ub2e4. \uc774\ub7ec\ud55c \ubaa8\ub378\uc740 1980\ub144\ub300\uc5d0\ub294 \ucda9\ubd84\ud588\uc9c0\ub9cc 1990\ub144\ub300 \ucd08\ubc18 \uc774\ud6c4\uc5d0\ub294 \ud6a8\uacfc\uc801\uc774\uc9c0 \uc54a\uc558\uc2b5\ub2c8\ub2e4. \ubd84\uba85\ud788 \uc138\uc0c1\uc740 \ub354\uc6b1 \ubcf5\uc7a1\ud574\uc84c\uc73c\uba70 \ube0c\ub79c\ub4dc\ub294 \ube60\ub974\uac8c \ubcc0\ud654\ud558\ub294 \uae00\ub85c\ubc8c, \uc9c0\uc5ed \ubc0f \ud604\uc9c0 \ud658\uacbd\uc5d0\uc11c \ub354 \ube60\ub974\uac8c \uac1c\ubc1c\ub418\uace0 \ub354 \ub098\uc740 \uc704\uce58\uc5d0 \uc788\uc5b4\uc57c \ud569\ub2c8\ub2e4.<\/h5>\n\n\n\n<p>\uc774\ub7ec\ud55c \uc694\uad6c\ub97c \ucda9\uc871\uc2dc\ud0a4\uae30 \uc704\ud574 \ud559\uc790\uc640 \uc2e4\ubb34\uc790\ub294 \ube0c\ub79c\ub4dc \uad00\ub9ac\uc5d0 \ub2e4\uc74c \uc694\uc18c\ub97c \ube0c\ub79c\ub4dc \ud3ec\uc9c0\uc154\ub2dd\uc5d0 \ud1b5\ud569\ud560 \uc218 \uc788\ub294 \ub2e4\ucc28\uc6d0 \ubaa8\ub378\uc744 \uac1c\ubc1c\ud588\uc2b5\ub2c8\ub2e4.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\ud68c\uc0ac\uac00 \uc18c\ube44\uc790\uc758 \ub208\uc744 \ud1b5\ud574 \ube0c\ub79c\ub4dc\ub97c \ub9e4\ud551\ud560 \uc218 \uc788\ub294 \uae30\uc220\uc744 \uc0dd\uc0b0\ud569\ub2c8\ub2e4.<\/li>\n\n\n\n<li>\ub9ac\ub4dc, \uc804\ub7b5 \ubc0f \uc9c0\uc6d0 \ube0c\ub79c\ub4dc\ub97c \uc815\uc758\ud569\ub2c8\ub2e4.<\/li>\n\n\n\n<li>\ube44\uc120\ud615 \ube0c\ub79c\ub4dc \uad00\ub9ac \ud310\ub9e4 \uc811\uadfc \ubc29\uc2dd\uc744 \uc0ac\uc6a9\ud558\uc5ec \ud2b9\uc815 \uc2dc\uc7a5 \ubd80\ubb38\uc5d0\uc11c \ube0c\ub79c\ub4dc\ub97c \ud3ec\uc9c0\uc154\ub2dd\ud569\ub2c8\ub2e4.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">\ube0c\ub79c\ub4dc \ubd84\uc790 \uc811\uadfc \ubc29\uc2dd<\/h3>\n\n\n\n<p>\ucd5c\ucca8\ub2e8 \uae30\uc220 \uc911 \ud558\ub098\ub294 &quot;\ube0c\ub79c\ub4dc \ubd84\uc790&quot; \ub9e4\ud551 \uc811\uadfc \ubc29\uc2dd\uc785\ub2c8\ub2e4(\ucd9c\ucc98: Lederer and Hill, Harvard Business Review, 2001\ub144 6\uc6d4). \uc774\ub7ec\ud55c \ud601\uc2e0\uc801\uc778 \uc811\uadfc \ubc29\uc2dd\uc744 \ud1b5\ud574 \ube0c\ub79c\ub4dc \uad00\ub9ac\ub294 \uc18c\ube44\uc790\uac00 \uc2e4\uc81c\ub85c \uc778\uc2dd\ud558\ub294 \ube0c\ub79c\ub4dc\uc758 \uadf8\ub9bc\uc744 \uadf8\ub9b4 \uc218 \uc788\uc2b5\ub2c8\ub2e4. \ub610\ud55c \uad6c\ub9e4 \uacb0\uc815\uc5d0 \uae0d\uc815\uc801\uc774\ub4e0 \ubd80\uc815\uc801\uc774\ub4e0 \uc5b4\ub290 \uc815\ub3c4 \uc601\ud5a5\uc744 \ubbf8\uce58\ub294 \ubaa8\ub4e0 \ube0c\ub79c\ub4dc\uc640 \ud611\ud68c \ub610\ub294 \uc2ac\ub85c\uac74\uc774 \ud3ec\ud568\ub429\ub2c8\ub2e4.<\/p>\n\n\n\n<p>\uae30\ubcf8\uc801\uc73c\ub85c \ube0c\ub79c\ub4dc \ubd84\uc790 \ud3ec\ud2b8\ud3f4\ub9ac\uc624 \ub9f5\uc744 \ub9cc\ub4dc\ub294 \uac83\uc740 3\ub2e8\uacc4 \ud504\ub85c\uc138\uc2a4\uc785\ub2c8\ub2e4. \uc815\ub7c9\uc801 \ub370\uc774\ud130\uac00 \uac80\ud1a0\ub418\uace0 \uc77c\uc815\ub7c9\uc758 \uc815\ub7c9\uc801 \ubd84\uc11d\uc774 \uc774\ub8e8\uc5b4\uc9c0\ub354\ub77c\ub3c4 \ucd5c\uc885 \ub9e4\ud551\uc740 \ube0c\ub79c\ub4dc \uad00\ub9ac\uc790\uc758 \uc815\ubcf4\uc5d0 \uc785\uac01\ud55c \uacb0\uc815\uc774\ub098 \ud310\ub2e8\uc744 \uae30\ubc18\uc73c\ub85c \ud569\ub2c8\ub2e4.<\/p>\n\n\n\n<p>1\ub2e8\uacc4: \ud3ec\ud2b8\ud3f4\ub9ac\uc624\uc5d0 \ud3ec\ud568\ud560 \ube0c\ub79c\ub4dc \ubc0f \ud611\ud68c\uc758 \uae34 \ubaa9\ub85d\uc744 \ub9cc\ub4ed\ub2c8\ub2e4(\uc608: \uace0\uac1d\uc758 \uc778\uc2dd\uacfc \uc120\ud0dd\uc5d0 \uc601\ud5a5\uc744 \ubbf8\uce58\ub294 \ubaa8\ub4e0 \ube0c\ub79c\ub4dc\ub97c \uace0\ub824).<\/p>\n\n\n\n<p>2\ub2e8\uacc4: \uc8fc\uc694 \ube0c\ub79c\ub4dc, \uc804\ub7b5 \ubc0f \uc9c0\uc6d0 \ube0c\ub79c\ub4dc, \uadf8\ub9ac\uace0 \uc774\ub4e4\uc758 \uc0c1\ub300\uc801 \ud3ec\uc9c0\uc154\ub2dd\uc744 \uacb0\uc815\ud569\ub2c8\ub2e4.<\/p>\n\n\n\n<p>3\ub2e8\uacc4: \ub2e4\uc591\ud55c \uae30\uc900\uc5d0 \uac12\uc744 \ud560\ub2f9\ud558\uace0 \ubd84\uc790\ub97c \ub9e4\ud551\ud569\ub2c8\ub2e4.<\/p>\n\n\n\n<p>\ube0c\ub79c\ub4dc \ubd84\uc790 \uc811\uadfc\ubc95\uc740 \uae00\ub85c\ubc8c, \uc9c0\uc5ed\uc801, \uc9c0\uc5ed\uc801 \ube0c\ub79c\ub4dc\ub97c \uc9c0\ub3c4\ud654\ud558\uace0 \ud3ec\uc9c0\uc154\ub2dd\ud558\ub294 \ub370 \uc0ac\uc6a9\ub420 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\ud2b8\ub80c\ub4dc #2: \ud658\uacbd \uc815\ubcf4\ub97c \ube0c\ub79c\ub4dc \uad00\ub9ac \ud504\ub85c\uc138\uc2a4\uc5d0 \ud1b5\ud569<\/h2>\n\n\n\n<h5 class=\"wp-block-heading\">\uae09\ubcc0\ud558\ub294 \uc0ac\ud68c, \uacbd\uc81c, \uc815\uce58 \ubc0f \uc18c\ube44\uc790 \ud658\uacbd\uc5d0\uc11c \ube0c\ub79c\ub4dc \ub9ac\ub354\ub4e4\uc740 \uc9c0\uc18d\uc801\uc73c\ub85c \ud658\uacbd \uc815\ubcf4\ub97c \ucd94\uc801\ud558\uace0 \uc774 \uc815\ubcf4\ub97c \ube0c\ub79c\ub4dc \uad00\ub9ac \ubaa8\ub378 \ubc0f \ud3ec\uc9c0\uc154\ub2dd\uc5d0 \ud1b5\ud569\ud558\ub294 \uac83\uc758 \uac00\uce58\ub97c \ubc30\uc6e0\uc2b5\ub2c8\ub2e4.<\/h5>\n\n\n\n<p>\ub2e4\uc74c\uc740 \ube0c\ub79c\ub4dc \uad00\ub9ac \ucd94\uc801 \uc2dc\uc2a4\ud15c \ubc0f \ubaa8\ub378\uc5d0 \ucd94\uc801\ub418\uace0 \ud1b5\ud569\ub418\ub294 \ud658\uacbd \uc815\ubcf4\uc758 \uc608\uc785\ub2c8\ub2e4.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\uacbd\uc7c1\uc81c\ud488 \uc815\ubcf4<\/li>\n\n\n\n<li>\uc18c\ube44\uc790 \ub77c\uc774\ud504\uc2a4\ud0c0\uc77c<\/li>\n\n\n\n<li>\uc9c0\uc5ed\uc2ec\ub9ac\ud559\uc801 \uc815\ubcf4<\/li>\n\n\n\n<li>\uc9c0\uc5ed \ubb38\ud654 \ub3d9\ud5a5<\/li>\n\n\n\n<li>\uc0ac\ud68c \uacbd\uc81c\uc801 \uc694\uc778<\/li>\n<\/ul>\n\n\n\n<p>\ub2e4\uc74c\uc740 \ud658\uacbd \uc815\ubcf4 \ucd9c\ucc98\uc758 \uc608\uc785\ub2c8\ub2e4.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\uc5b8\ub860\uacfc \uc5b8\ub860<\/li>\n\n\n\n<li>\uc601\uc5c5\ub825<\/li>\n\n\n\n<li>\uc18c\ube44\uc790<\/li>\n\n\n\n<li>\ubb34\uc5ed \ud611\ud68c \ubc0f \uc5c5\uacc4 \ub3d9\ub8cc<\/li>\n\n\n\n<li>\uc18c\ubb38<\/li>\n\n\n\n<li>\uc9c0\uc5ed \uc778\uad6c\ud1b5\uacc4 \uc815\ubcf4<\/li>\n<\/ul>\n\n\n\n<p>\ud658\uacbd \uc815\ubcf4\ub97c \ucd94\uc801\ud558\uace0 \ud574\ub2f9 \uc815\ubcf4\ub97c \ube0c\ub79c\ub4dc \uad00\ub9ac \ud504\ub85c\uc138\uc2a4 \ubc0f \uc2dc\uc2a4\ud15c\uc5d0 \ud1b5\ud569\ud558\uba74 \ub2e4\uc74c\uacfc \uac19\uc740 \uc774\uc810\uc774 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\ud68c\uc0ac\ub294 \uc9c0\uc5ed \ud658\uacbd\uc5d0 \ub300\ud55c \uac10\uc815\uacfc \ubc18\uc751\uc5d0 \uc758\ud574 \uc88c\uc6b0\ub418\ub294 \uc18c\ube44\uc790\uc758 \uc2ec\ub9ac \ubcc0\ud654\uc5d0 \ub300\ucc98\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/li>\n\n\n\n<li>\uc18c\ube44\uc790\ub294 \uc678\ubd80 \ud658\uacbd\uc5d0 \ub530\ub77c \ubcc0\ud654\ud558\ub294 \ub77c\uc774\ud504\uc2a4\ud0c0\uc77c\uc5d0 \uc801\ud569\ud55c \ube0c\ub79c\ub4dc\ub97c \ud544\uc694\ub85c \ud569\ub2c8\ub2e4.<\/li>\n\n\n\n<li>\ube0c\ub79c\ub4dc \uad00\ub9ac \ud504\ub85c\uc138\uc2a4\uc5d0 \ud658\uacbd \ub3d9\ud5a5\uc744 \ud1b5\ud569\ud558\uba74 \uae30\uc5c5\uc740 \ube0c\ub79c\ub4dc \uad00\ub9ac \ud504\ub85c\uc138\uc2a4\uc640 \uc2dc\uc2a4\ud15c\uc5d0 \ub300\ud574 &quot;\ub0b4\ubd80&quot; \uad00\uc810\uc744 \ucde8\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/li>\n\n\n\n<li>\ud658\uacbd \uc815\ubcf4\uc758 \ud1b5\ud569\uc744 \ud1b5\ud574 \ube0c\ub79c\ub4dc \ub9ac\ub354\ub294 3\ucc28\uc6d0 \ubaa8\ub378\uc5d0\uc11c \ube0c\ub79c\ub4dc \ud3ec\uc9c0\uc154\ub2dd\uc5d0 \ub300\ud55c \ud1b5\uc81c \uc218\uc900\uc744 \uacb0\uc815\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Trend #3: \ube0c\ub79c\ub4dc \uad00\ub9ac \ud504\ub85c\uc138\uc2a4 \ubc0f \uc870\uc9c1\uc744 \uae00\ub85c\ubc8c, \uc9c0\uc5ed \ubc0f \ub85c\uceec \uc218\uc900\uc73c\ub85c \ud655\uc7a5<\/h2>\n\n\n\n<h5 class=\"wp-block-heading\">\uc9c0\ub09c 10\ub144 \ub3d9\uc548 \uae30\uc5c5\uc774 \uc138\uacc4\ud654\ub428\uc5d0 \ub530\ub77c \ub9ce\uc740 \ube0c\ub79c\ub4dc \uad00\ub9ac \uc870\uc9c1\uc774 \uae00\ub85c\ubc8c, \uc9c0\uc5ed \ubc0f \uc9c0\uc5ed \uae30\ubc18\uc73c\ub85c \uc870\uc9c1\ud654\ub418\uc5c8\uc2b5\ub2c8\ub2e4. \uc124\ubb38\uc870\uc0ac\uc5d0 \ucc38\uc5ec\ud55c \uc8fc\uc694 \uc624\ud53c\ub2c8\uc5b8 \ub9ac\ub354 \ubc0f \uc2e4\ubb34\uc790 \uc911 \uc0c1\ub2f9\uc218\ub294 \uae00\ub85c\ubc8c \ube0c\ub79c\ub4dc\uac00 \ubb38\ud654 \uc804\ubc18\uc5d0 \uac78\uccd0 \uc218\uc694\ub97c \ucc3d\ucd9c\ud560 \uc218 \uc788\ub294 \uae30\uc5c5 \uc774\ubbf8\uc9c0\uc640 \ud568\uaed8 \uc804\ub7b5\uc801\uc73c\ub85c \ud3ec\uc9c0\uc154\ub2dd\ub418\uc5b4 \uc788\ub2e4\uace0 \ubc1d\ud614\uc2b5\ub2c8\ub2e4. \ubc18\uba74, \uc9c0\uc5ed \ube0c\ub79c\ub4dc\ub294 \uc77c\ubc18\uc801\uc73c\ub85c \uc81c\ud488 \uc18d\uc131 \uce21\uba74\uc5d0\uc11c \uacbd\uc7c1 \ube0c\ub79c\ub4dc\uc640 \uc9c1\uc811\uc801\uc73c\ub85c \ube44\uad50\ub429\ub2c8\ub2e4.<\/h5>\n\n\n\n<p>Most of the interviewed brand management executives indicated that Global and Regional Vice Presidents of Marketing develop the brand strategy and planning. However, there is wide variation between firms with regard to the <a href=\"https:\/\/www.sisinternational.com\/ko\/packagings-role-in-brand-trust-why-your-box-matters-more-than-you-think\/\" title=\"Packaging&#8217;s Role in Brand Trust: Why Your Box Matters More Than You Think\"  data-wpil-monitor-id=\"1486\">role and authority of local brand<\/a> management. Depending on the culture of the firm and the types of products, local brand management can have a significant degree of decision-making and control over budgets. Overall, our findings indicate the following trends:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\uc804\ub7b5 \ubc0f \uacc4\ud68d \u2013 \uc8fc\ub85c \uae00\ub85c\ubc8c \ubc0f \uc9c0\uc5ed \uc218\uc900\uc5d0\uc11c \uad00\ub9ac\ub429\ub2c8\ub2e4.<\/li>\n\n\n\n<li>\uad6c\ud604 \u2013 \uc8fc\ub85c \uc9c0\uc5ed \ubc0f \uc9c0\ubc29 \uc218\uc900\uc5d0\uc11c \ud1b5\uc81c\ub429\ub2c8\ub2e4.<\/li>\n\n\n\n<li>\ud3c9\uac00 \u2013 \ubaa8\ub4e0 \uc218\uc900\uc5d0\uc11c \uc218\ud589\ub429\ub2c8\ub2e4. \ub300\ubd80\ubd84\uc758 \ub3c4\uad6c\uc640 \uc870\uce58\uac00 \ud45c\uc900\ud654\ub418\uc5b4 \uc788\uc2b5\ub2c8\ub2e4.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">\ud2b8\ub80c\ub4dc #4: \ube0c\ub79c\ub4dc \uc131\uacfc \ucd94\uc801 \ubc0f \ub9de\ucda4\ud615 \ucd94\uc801 \uc2dc\uc2a4\ud15c \uac1c\ubc1c\uc744 \uc704\ud55c \uae30\uc874 \uc2e0\ub514\ucf00\uc774\ud2b8 \ub370\uc774\ud130\uc5d0 \ub300\ud55c \uc758\uc874\ub3c4 \uac10\uc18c<\/h2>\n\n\n\n<h5 class=\"wp-block-heading\">\uc8fc\uc694 \uc624\ud53c\ub2c8\uc5b8 \ub9ac\ub354 \ubc0f \ube0c\ub79c\ub4dc \uad00\ub9ac \uc2e4\ubb34\uc790\ub4e4\uacfc\uc758 \uc778\ud130\ubdf0\uc5d0 \ub530\ub974\uba74 \uadf8\ub4e4\uc740 \uc5ec\uc804\ud788 \uc804\ud1b5\uc801\uc778 \uc2e0\ub514\ucf00\uc774\ud2b8 \ub370\uc774\ud130 \uc18c\uc2a4(\uc608: \uace0\uac1d \ub9cc\uc871\ub3c4, \ube0c\ub79c\ub4dc \ucda9\uc131\ub3c4, \ube0c\ub79c\ub4dc \uc2dc\uc7a5 \uc810\uc720\uc728, \uac00\uaca9\ub300 \ub4f1)\ub97c \uad6c\ub3c5\ud558\uace0 \uc788\uc9c0\ub9cc \ub2e4\uc218\uc758 \uc8fc\uc694 \ube0c\ub79c\ub4dc \uad00\ub9ac \uae30\uc5c5\uc740 \uae30\uc5c5\uc740 \uc774\ub7ec\ud55c \uc2dc\uc2a4\ud15c\uc744 \uac15\ud654\ud558\uac70\ub098 \uc790\uccb4 \ub9de\ucda4\ud615 \ube0c\ub79c\ub4dc \uad00\ub9ac \ubc0f \ube0c\ub79c\ub4dc \uc790\uc0b0 \ucd94\uc801 \uc2dc\uc2a4\ud15c\uc744 \uac1c\ubc1c\ud558\uc5ec \ub2e4\uc74c \uc0ac\ud56d\uc744 \uacb0\uc815\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/h5>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\ube0c\ub79c\ub4dc \ub4dc\ub77c\uc774\ubc84<\/li>\n\n\n\n<li>\ube0c\ub79c\ub4dc \uc790\uc0b0\uc5d0 \ub300\ud55c \ud22c\uc790 \uc218\uc775<\/li>\n\n\n\n<li>\ub85c\uceec, \uc9c0\uc5ed \ubc0f \uae00\ub85c\ubc8c \ud3ec\uc9c0\uc154\ub2dd<\/li>\n\n\n\n<li>\uac00\uce58 \uac00\uaca9<\/li>\n\n\n\n<li>\ub77c\uc778 \ud655\uc7a5<\/li>\n<\/ul>\n\n\n\n<p>These customized brand-tracking systems often integrate quantitative tracking data with qualitative environmental and competitive information to produce an effective decision support tool for brand management. The following are some of the types of information that are integrated into these customized systems:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">\uc815\ub7c9\uc801 \uc815\ubcf4:<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\ube0c\ub79c\ub4dc \uc2dc\uc7a5\uc810\uc720\uc728<\/li>\n\n\n\n<li>\ube0c\ub79c\ub4dc \uac00\uaca9\ub300<\/li>\n\n\n\n<li>\ube0c\ub79c\ub4dc \uc218\uc775<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">\uc815\uc131\uc801 \uc815\ubcf4:<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\uacbd\uc7c1\uc815\ubcf4<\/li>\n\n\n\n<li>\ud658\uacbd\uc815\ubcf4<\/li>\n\n\n\n<li>\ub300\ub9ac\uc810 \uc815\ubcf4<\/li>\n<\/ul>\n\n\n\n<p>\uacb0\uacfc\uc801\uc73c\ub85c \ube0c\ub79c\ub4dc \uad00\ub9ac\ub294 \ubcf4\ub2e4 \uc644\uc804\ud55c \uc815\ubcf4\ub97c \ubc14\ud0d5\uc73c\ub85c \ube0c\ub79c\ub4dc \uc790\uc0b0 \uc9c0\uc218 \ubc0f \ube0c\ub79c\ub4dc \ub3d9\uc778 \ubd84\uc11d\uc744 \uac1c\ubc1c\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4. \ub610\ud55c \uc6b0\ub9ac\uc758 \uc5f0\uad6c\uc5d0 \ub530\ub974\uba74 \uc774 \uc815\ubcf4\ub294 \uc870\uc9c1 \uc804\uccb4\uc5d0\uc11c \uc7ac\ubb34, \uc81c\ud488 \uac1c\ubc1c \ubc0f \uc5d4\uc9c0\ub2c8\uc5b4\ub9c1, \uc81c\uc870, \ub9c8\ucf00\ud305, \ubc95\ub960 \ubc0f \uc804\ub7b5 \uacc4\ud68d\uacfc \uac19\uc740 \ub2e4\ub978 \uae30\ub2a5 \uc601\uc5ed\uacfc \uacf5\uc720\ub418\ub294 \uacbd\uc6b0\uac00 \ub9ce\uc2b5\ub2c8\ub2e4.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Trend #5: \ube0c\ub79c\ub4dc \uc9c0\ud5a5 \uae30\uc5c5\uc758 \ucd5c\uace0\ube0c\ub79c\ub4dc\ucc45\uc784\uc790(CBO) \ub4f1\uc7a5\uacfc \ube0c\ub79c\ub4dc \uad00\ub9ac \uae30\ub2a5\uc758 \uc2b9\uaca9<\/h2>\n\n\n\n<h5 class=\"wp-block-heading\">\uc6b0\ub9ac\uc758 \uc5f0\uad6c\uc5d0 \ub530\ub974\uba74 \uc55e\uc73c\ub85c\ub294 \ube0c\ub79c\ub4dc \uad00\ub9ac\ub97c \uae30\uc5c5 \ucc28\uc6d0\uc5d0\uc11c \uc784\uc6d0\uc73c\ub85c \ud558\ub294 \uacbd\ud5a5\uc774 \uc788\ub294 \uac83\uc73c\ub85c \ub098\ud0c0\ub0ac\uc2b5\ub2c8\ub2e4. \uc8fc\uc694 \uc81c\uc870\uae30\uc5c5\uc758 \ube0c\ub79c\ub4dc \uad00\ub9ac \uc784\uc6d0\ub4e4\uacfc\uc758 \uc778\ud130\ubdf0\uc5d0 \ub530\ub974\uba74, \uc55e\uc73c\ub85c \uae00\ub85c\ubc8c \ube0c\ub79c\ub4dc \uad00\ub9ac\uc5d0 \ub300\ud55c \ucc45\uc784\uc740 \ub354\uc6b1 \ucee4\uc9c8 \uac83\uc73c\ub85c \uc608\uc0c1\ub429\ub2c8\ub2e4.<\/h5>\n\n\n\n<p>In addition, our research indicates that the degree of centralization or decentralization of <a href=\"https:\/\/www.sisinternational.com\/ko\/%ec%84%9c%ed%8f%89-%eb%ac%b8%ed%99%94-%ec%bd%94%eb%93%9c\/\" title=\"\uc11c\ud3c9: \u201c\ubb38\ud654 \ucf54\ub4dc\u201d\"  data-wpil-monitor-id=\"4425\">brand management<\/a> in a firm depends on the culture of the firm and the types of products. The extent of local branding is also a function of the firm\u2019s products and the structure of its brand management organization.<\/p>\n\n\n\n<p>Overall, most opinion leaders and brand management and marketing executives indicate a trend toward a corporate-level executive in brand management in the next few years, where it has not already happened.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\uacb0\ub860<\/h2>\n\n\n\n<h5 class=\"wp-block-heading\">Overall, brand management has evolved from \u201cproduct-centric\u201d to \u201cconsumer-centric\u201d in the 21st century. Our research indicated that there are considerable differences between firms in terms of their brand management organizational structure and management, and their use of brand management paradigms and models.<\/h5>\n\n\n\n<p>\uadf8\ub9cc\ud07c <a href=\"https:\/\/www.sisinternational.com\/ko\/%ed%83%80%ec%9d%b4%ec%96%b4-%eb%b8%8c%eb%9e%9c%eb%93%9c-%eb%aa%a8%eb%8b%88%ed%84%b0-%eb%af%b8%ea%b5%ad-%eb%8f%85%ec%9d%bc-%eb%b8%8c%eb%9d%bc%ec%a7%88\/\" title=\"\ubbf8\uad6d, \ub3c5\uc77c, \ube0c\ub77c\uc9c8\uc758 \ud0c0\uc774\uc5b4 \ube0c\ub79c\ub529 \uc5f0\uad6c\"  data-wpil-monitor-id=\"6597\">research indicates that brand<\/a> management is becoming more \u201cintelligence-driven\u201d rather than the traditional \u201cproduct-driven\u201d approach. Consumers are seeking more value from brands and, as a result, companies are seeking to employ more sophisticated models to measure brand equity, drivers of brand equity and value, and techniques to measure their return on investment in their brands.<\/p>\n\n\n\n<p>\uae30\uc5c5\ub4e4\uc740 \ud2b9\ud788 \ud604\uc9c0 \uc2dc\uc7a5\uc5d0\uc11c \ub354 \ub9ce\uc740 \uc2ec\ub9ac\ubd84\uc11d \uae30\ubc95\uc744 \uc0ac\uc6a9\ud558\uace0 \uc788\uc2b5\ub2c8\ub2e4. \uc131\uacf5\uc801\uc778 \ube0c\ub79c\ub4dc \ub9ac\ub354\ub294 \uae30\uc874\uc758 \uc2e0\ub514\ucf00\uc774\ud2b8\ub41c \uc815\ub7c9 \ub370\uc774\ud130\uc5d0 \ub35c \uc758\uc874\ud558\uace0 \uc788\uc2b5\ub2c8\ub2e4. \uc774\ub4e4 \ud68c\uc0ac\ub294 \ud68c\uc0ac \ubb38\ud654\uc5d0 \ub9de\ucdb0\uc9c4 \ub9de\ucda4\ud615 \uc2dc\uc7a5 \uc778\ud154\ub9ac\uc804\uc2a4\uc640 \ube0c\ub79c\ub4dc \ucd94\uc801 \uc2dc\uc2a4\ud15c\uc744 \uac1c\ubc1c\ud558\uace0 \uc788\uc2b5\ub2c8\ub2e4. \uc774\ub7ec\ud55c \uc2dc\uc2a4\ud15c \uc911 \ub2e4\uc218\ub294 \uc9c8\uc801 \ud658\uacbd \ubc0f \uacbd\uc7c1 \uc815\ubcf4\ub85c \uc815\ub7c9\uc801 \ub370\uc774\ud130\ub97c \uac15\ud654\ud558\uc5ec \uad00\ub9ac\ub97c \uc704\ud55c \uc2e4\ud589 \uac00\ub2a5\ud55c \uc758\uc0ac \uacb0\uc815 \uc9c0\uc6d0 \ub3c4\uad6c\ub97c \uc0dd\uc131\ud569\ub2c8\ub2e4.<\/p>\n\n\n\n<p>\ub9c8\uc9c0\ub9c9\uc73c\ub85c, \ud5a5\ud6c4 \uae30\uc5c5 \ucc28\uc6d0\uc758 \ube0c\ub79c\ub4dc \uad00\ub9ac \uc784\uc6d0\uc744 \ud5a5\ud55c \ucd94\uc138\uac00 \uc788\ub2e4. \uc774 \uae30\ub2a5 \uc601\uc5ed\uc740 \uae00\ub85c\ubc8c \ud658\uacbd\uc774 \ub354\uc6b1 \ubcf5\uc7a1\ud574\uc9d0\uc5d0 \ub530\ub77c \uadf8 \uc911\uc694\uc131\uc774 \uacc4\uc18d \ucee4\uc9c0\uace0 \uc788\uc2b5\ub2c8\ub2e4.<\/p>","protected":false},"excerpt":{"rendered":"<p>\uc624\ub298\ub0a0\uc758 \ub514\uc9c0\ud138 \uc2dc\ub300\uc5d0 \ube0c\ub79c\ub4dc \uc131\uacf5\uc758 \uc5f4\uc1e0\ub97c \ucc3e\uc544\ubcf4\uc138\uc694.<\/p>","protected":false},"author":1,"featured_media":69132,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[36],"tags":[],"class_list":["post-16179","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/posts\/16179","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/comments?post=16179"}],"version-history":[{"count":8,"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/posts\/16179\/revisions"}],"predecessor-version":[{"id":80176,"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/posts\/16179\/revisions\/80176"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/media\/69132"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/media?parent=16179"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/categories?post=16179"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/tags?post=16179"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}