This study analyzes the characteristics of own-brand export strategies, which have been increasing significantly in recent years, by comparing them with conventional export marketing strategies. In particular, the study sought to present empirical findings based on a questionnaire survey conducted among Korean exporters. The results showed that own-brand exporting firms tend to conduct market research independently; the technology and design levels of their export products approach those of products from advanced countries; the price levels also relatively approximate those of advanced-country products; and these firms tend to believe that own-brand strategies will positively contribute to their export competitiveness.