• Journal of the Korean Society of Costume
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• v.51 no.6
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• pp.85-99
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• 2001

본 연구에서는 유니섹스 영 캐주얼웨어의 국내브랜드를 중심으로 고찰한 후 그 디자인 특성에 대해 살펴보고 한 시대의 패션현상을 규명하고자 하는데 그 목적이 있다. 연구방법은 국내 패션시장의 유니섹스 영 캐주얼웨어에 대한 디자인 특성을 살펴보기 위해 신세대의 하위문화와 국내브랜드 시장조사를 통한 유니섹스 영 캐주얼웨어의 동향에 대한 일반적 고찰을 한 후 영 캐주얼웨어의 브랜드를 디자인의 차이에 따라 분류하고, 그 디자인 특성을 컬러, 소재, 스타일, 아이템별로 구분하여 분석하였다. '00 S/S, '00 F/W의 유니섹스 영 캐주얼웨어 브랜드를 중심으로 고찰해 보고자 패션 정보잡지와 인터넷의 패션사이트를 검색하였다. 유니섹스 영 캐주얼웨어의 브랜드별 시장조사를 통한 그 결과는 다음과 같다. 1. 영상매체, 대중음악. 스포츠, 스타문화로 나타난 신세대의 하위문화는 탈중심성, 탈국경화, 의미의 해체 등의 포스트모던적 문화현상이며. 유니섹스 영 캐주얼웨어는 자유와 개성을 추구하는 신세대의 라이프 스타일을 잘 반영한 하위문화의 복식양식으로서 현대 패션에 영향을 미치고 있다. 2. 기성복업체는 신세대가 가지고 있는 새로운 욕구와 감성을 겨냥한 브랜드를 개발하고 판매촉진을 위해 전력을 다하는 과정에서 신세대의 하위문화를 반영한 유니섹스 영 캐주얼웨어의 일반적인 복식양식을 형성하였다. 3. 국내시장의 유니섹스 영 캐주얼웨어는 디자인 특성에 따라 컴포터블 캐주얼웨어, 스포츠 캐주얼웨어, 힙합 캐주얼웨어로 구분된다.

• Journal of Communication Design
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• v.63
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• pp.336-347
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• 2018

Nowadays, in Korea, the number of campers is increased over 5 million. Many Korean camping brands have excellent qualities however, a lot of times weak brand identities to be globally known. The purpose of this study is to provide helpful sources to have strong brand identities, add more values based on related word research from big data and market research. The data is to be analysed by sensible & cognitive approaches. The keywords for the sensible research are 'camping, camp, camping brand, and camping design'. Then 17 representative oversea brands and 10 Korean brands were analysed for the market researches. From related word research from big data, we can find out the thinking process of potential consumers, how people communicates to exchange information, and what can be the sources to add brand values. Also from the market researches, we were able to find that successful brands have distinctive brand identities, stories, logos with representable colors and they continuous produce signature designs and own way of color matching.

• Proceedings of the Costume Culture Conference
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• 2003.04a
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• pp.42-44
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• 2003

'95년 하반기부터 시작된 경제위기를 맞이하면서 의류시장의 외형적 규모와 소비자들의 소비심리가 크게 위축되자, 국내 미시존 여성복 브랜드에서는 단품의 강화와 트랜드를 반영한 캐릭터성 보완의 두 가지 측면으로 시장구도를 형성하며 의류시장의 위기를 모면하려 노력한다. 그러나 IMF 이후, 베이직 상품의 판매비중이 늘어나게 되자 정장에 트랜드를 반영하기보다는 단품에 트랜드를 반영하려는 현상이 나타나게 되고, 대다수의 브랜드들이 기획비중을 줄이고 보완반응의 비중을 늘리면서 인기 브랜드의 인기 아이템에 대한 디자인 카피가 늘어나게 되면서, 브랜드의 차별화가 없어지는 공동화 현상이 심각하게 대두되게 되었다. (중략)

• Science of Emotion and Sensibility
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• v.13 no.3
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• pp.493-500
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• 2010

The development of new technology and diversity in user needs lead mobile phone manufacturers to establish new strategies different from the existing for user attraction. Product identity, and brand image are major strategies for differentiation and adding new values to a product. This research starts with stating emotional brand image as the brand image made by the actual usage and the emotion built from the experience while using the product. This research will compare emotional brand image of the three major mobile phone manufactures in Korea (Brand A, C, and S) using evaluation of six representative emotions from users while using the product. The result of evaluating actual mobile phone users and the emotion built while actually using the product showed the brand image, and especially the emotional side of Korean mobile phone manufacturers. The result of this research itself would not be sufficient to simply state the emotional brand image of Korean mobile phone manufactures, but with further research including age, profession, gender and other demographic factors the result of this research would surely be able to abstract a clearer view of emotional brand image of Korean mobile phone manufactures.

• Journal of Digital Convergence
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• v.15 no.9
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• pp.427-434
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• 2017

The purpose of this study is to analyze the BI elements of expression for four brand's experience spaces in Korea and propose a direction for improvements for such spaces. I started with the theoretical background of nowadays brand marketing and experiential BI elements through literature researches, and then researched the property of spatial expressions to analyze BI elements. Based on this research, I analyzed four domestic brand experience spaces. As a result, brand experience spaces must clearly express the brand image of the company through various contents and situations to effectively communicate and improve BI expressions. Also, they need long-term experience contents for sustained relationships rather than short-term experiences. I expect this study will be a good resource for BI expression research in brand experience spaces. I also believe that this study can guide other studies about BI expression in other fields.

• 월간낙농육우
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• v.24 no.5 s.265
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• pp.144-145
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• 2004

• Journal of the Korean Applied Science and Technology
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• v.40 no.2
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• pp.301-308
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• 2023

This study sought to provide basic data for soccer clubs to establish efficient brand strategies by verifying the structural model and effectiveness between domestic youth soccer club brand identity, value, and loyalty. Therefore, parents of members of youth soccer clubs in Seoul, Gyeonggi-do, and Chungcheong-do were selected as samples, and 372 copies of data were used for the final analysis. Data processing used the SPSS (ver. 21.0) program to analyze frequency and verify reliability. In addition, the brushstrap BC method was applied to verify the effectiveness and significance of confirmatory factor analysis, correlation analysis, structural equation model analysis, and the effectiveness and significance using the AMOS (ver. 20.0). As a result of the study, first, it was found that the brand identity of youth soccer club in Korea had significant effect on value. Second, value had significant influence on loyalty. Third, brand identity had significant influence on loyalty. Lastly, value between brand identity and loyalty showed partial mediated effect.

• Proceedings of the Korean Society for Quality Management Conference
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• 2009.10a
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• pp.123-130
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• 2009

미용업의 사회적 인식이 높아짐에 따라 국내 미용서비스산업은 경영적 측면에서 체계화되고 규모면에서도 날로 확대되는 등 양적, 질적인 성장하고 있으며, 국내 업계끼리는 물론이고 글로벌화로 인하여 외국의 선진 프랜차이즈와도 경쟁하는 단계에 이르렀다. 이러한 환경적 변화 속에서 국내의 미용업계는 한 차원 높은 성장을 위한 자구적 노력이 필요한 상황이다. 그러나 국내 미용업계는 서비스 제공자 관점에서 일방적인 서비스를 제공하여 왔고 고객관점에서 가치 있는 서비스의 내용과 품질을 제대로 파악하지 못하고 있는 실정이다. 미용서비스품질을 정의하기 위한 연구들은 계속되고 있으나 미용서비스품질에 대한 명확한 개념정의는 물론이고 앞으로 국내 미용업계 성장의 축이 될 브랜드 미용실의 고유 서비스품질은 여전히 확정적이지 못한 실정이다. 따라서 본 연구에서 브랜드 미용실 고유의 서비스품질 요인들을 발견하고, 지각된 가치, 고객만족, 재이용의도 간의 인과관계를 알아보고자하며, 특히 지각된 가치의 매개적 역할과 계량적 중요성을 알아보고자 하였다. 또한 브랜드 미용서비스를 이용하는 고객들의 단골고객 신념수준에 조절효과가 있는지 알아보기 위하여 가치-고객만족, 가치-재이용의도, 고객만족-재이용의도 간의 이에 대한 조절효과를 검정하였고, 효과적인 서비스품질전략을 제시하고자 하였다.

• Asia Marketing Journal
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• v.10 no.3
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• pp.59-79
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• 2008

This study explores ways in which Korean companies manage a brand to become a long-run success. In particular, this study focuses on Chamisul, analyzing its marketing strategy, examining its brand life-cycle in terms of introduction, growth, and renewal. Chamisul, first introduced in 1998, has occupied the Korean liquor market as a leading brand for almost a decade. Chamisul's long-run success, in fact, depends upon a number of reasons; first, it has consistently and continuously keeps its own core brand concept and identity. Second, it has built its brand asset by strengthening its emotional ties with customers. The emotional connection that Chamisul has built is based upon the trust between the company who produces the product and the customers who recognize the benefit of drinking Chamisul. Third, the company creates various brand differentiation programs, thereby allowing its customer to get familier with the brand. Finally, the company sets up a clear management standard in Korean liquar market in order to maintain the vitality of the brand, managing Chamisul in accordance with the standard. Seen in this light, Chamisul's success reflects the marketing activities and strategies that play a fundamental role in creating and maintaining a long-run brand. Similarly, its success can be seen to be a model for brand management, telling us how to become a market leader through an effective brand management.

• The Journal of the Korea Contents Association
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• v.7 no.8
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• pp.174-181
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• 2007

As part of city marketing, many local governments are recently developing or have already developed a slogan for their own city brand. This study aims to provide basic source materials for an efficient and more systematic way in current development of the slogan for a city brand. Therefore, this study compared and analyzed the cases for developing the slogan for a city brand in Korea and in other nations, presenting some feasible solutions. As for the characteristics of the slogans for city brands in Korea, they were all campaign-type slogans with a single-component structure that includes the city's name. They mostly used values as their subject material. The basic requirements for producing a successful city-brand slogan include the emphasis on the quality of being unique and differentiated. A city-brand slogan must incorporate the kind of natural environment, the culture, the history, etc that are unique to the region in order to become a creative and unique slogan. Rather than being swayed by short-term trends, a city-brand slogan must have a long term vision and strategy as well as a clear and accurate setup. Also, a city-brand slogan will proliferate and create values as a brand when shared communications with all local residents continue to occur after developing the slogan.