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7 1998 2002 2003 3 1470 6 1995 100 100 4050 2000 2001 1700 30 1998 2000 IR 6
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2002 2003 3 7,370 10.8 1999 2003 3 2002 19.5 2001 6.7 174,000 2,771,000-7 -8-2003 3 13
NRP NRP 98 5 GM 90 780 98 99 2 600 93 3 6 5 98 3 4 3 1 1000 3000 COO 99 10 18 NRP 14
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2002 3 1,200 2,364,512 12.9 40,710 111.8 24,134 173.3 36,184 1994 95 1996 27
1996 2001 3 10 2002 2002 5-17 -18 2001 3 10 1988 87-10 5 40 80 5 28
90-10 1996 WWBP 1996 1997 97 *12 1998 4 World Wide Brand Positioning(WWBP) 29
WWBP WWBP WWBP WWBP WWBP WWBP 1999 NK WWBP DNA WWBP 2002 5 Atenza WWBP 2001 2002 3 2002 2003 3 2.7 241 13 2 3645 77 506 30
RX- 2003 4 2003 4,68210 1,17445 1,79131 5 WWBP WWBP WWBP WWBP WWBP Zoom-Zoom Stylish Insightful Spirited Stylish Distinctive Design Insightful Exceptional Functionality Spirited Responsive Handling Performance -19 31
AC AC 1718-20 32
Quality Vision Design Policy Quality Vision 21 Among Leader Best in Class Competitive Un-competitive RX-8 RX-8 R X 2002 5 Zoom-Zoom 33
WWBP AC WWBP -21 2001 34
WWBP Zoom-Zoom Stylish, Insightful, Spirited NRP 4 AC 35
*13 2700 36
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*16 *17 5 2000 1000 40
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* 2003.4.25 * 2003.4.23 * Aaker(1997) 145 1996 219 90 1993 46-48 *4 2001 *5-1996 103 *6 Aaker(1991) *7 *11 768 13.5 2 2001 Ford(Lincoln, Mercury)MazdaVolvoLand RoverJaguar Astron Martin *12 1997 5 2003 4 *13 Aaker2002 77 1999 153 46
*14 Aaker1997 344-348 *15 1995 2000 *16 1999 *17 1996 *18 Aaker2002 70 *19 *20 1999 *21 Aaker 1997 135-173 *22 1994 *23 1999 63-86 1999 201-225 *24 1996 47
Aaker,David A.(1994) Managing Brand Equity.(,1993 ) Aaker,David A.(1996) Building Strong Brands,Free Press.(,1997 ) A. 2002 DIAMOND 27 3 68-792002 3-1999 1999 1995 55 4-15 1996 60 15-26 1999 2000 200121 Family2001 No.134,24-34 1999 1993 51 46-56 1994 199411-12,24-27 1996 19961-2 52-56 1999 NISSAN Brand IdentityBrand Marketing Seminar 2003 3 24 1996 1999 1998 178,34-40 48
2002 9 p45 2002 Vol. p3841 2000 p1823 2002 7 20 p.96103 2003 11 p87 2003 p9092 2001 23 7376 2001 9 24 p6871 2002 1 21 p3031 2002 12 16 p16 2002 3 p6669 2003 1 2002 7 17 2002 2003 3 18 2003 3 20 RE Stories on MAZDA 1999 11 23 2003 11 26 20 Stories on MAZDA 1999 8 11 2003 9 14 Stories on MAZDA MAZDA Official Website Web Museum Auto ASCll2000 1 5,Vol.14 2002 P8893 49
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