... such as department stores and discount stores. Journal of Business Case Studies – November/December 2009 Volume 5, Number 6 13 An Apparel Brand‘s Channel Strategy: The Case of Oliver in Korea ... prefer well-known brands with a good reputation in the market. Therefore, kids‘ brands which branched from famous adult brands such as E-land Junior, Little Bangbang, Little Brann, and Tom Kids have ... positions as merely brother brands of famous adult brands. Brands with high awareness levels enjoy low promotion costs, and also gain advantages from high brand loyalty from franchisees. ...