This paper addresses the issue of the strategic brand asset management for the Internet portals in Korea. I investigate the changes of market environment and look at the strategic importance of brand asset in Internet portals, and then arrange how to manage their brand assets step by step. Finally, I present the result of content analysis of a number of the leading Internet portals.
Results indicate that brand might be the key to dominate the Internet portal market that is not only becoming saturated and competing intensely, but also becoming lose characteristics of each portal. In the result, brand asset of Internet portal can be put to practical use as an intangible value and competitive advantages.