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http://dx.doi.org/10.9719/EEG.2011.44.5.443

A Study on Enhancing Brand Recognition in the Research Agency of Geoscience and Mineral Resources  

Kim, Chan-Souk (Cheongju University)
Kim, Seong-Yong (Korea Institute Geoscience and Mineral Resources (KlGAM))
Park, Eun-Sook (The PR Consulting)
Choi, Byung-Kwan (Korea Institute Geoscience and Mineral Resources (KlGAM))
Publication Information
Economic and Environmental Geology / v.44, no.5, 2011 , pp. 443-449 More about this Journal
Abstract
In this study, we carried out a survey on the degree of recognition for the brand of the Korea Institute of Geoscience and Mineral Resources (KIGAM) to contribute to reestablishing the status and role of KIGAM as an institution that people proud of by effectively delivering KIGAM's various research activities and achievements to people. About 49.9% of external publics recognized that there was relevance between research achievements of geo-technology and national brand. On the contribution of research achievements of geo-technology to promoting Korea's power of science and technology, 42.3% gave positive answers. On research achievements of mineral resources technology, just 14.4% replied they saw such results. As alternatives to promote the degree of recognition for brand, we suggested development of beneficial message, operation of brand management committee, promotion of involvement of research achievements of mineral resources technology about people-friendly subjects, development and distribution of "board game for education on mineral resources technology" for youths, activation of location PR, activation of online Q&A bulletin board, finding out star researchers, and president's PI activities.
Keywords
brand recognition; KIGAM; research outcome; geo-technology;
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