• Asia Marketing Journal
• /
• v.9 no.3
• /
• pp.167-185
• /
• 2007

오늘날과 같이 점점 더 치열해지는 무한 경쟁 환경에서 브랜드자산은 동원참치와 같이 시장을 개척하고 현재 시장을 선도하고 있는 기업에게 무엇보다 중요하게 관리되어야 할 대상이다. 해마다 수많은 유사 제품들이 시장에 쏟아져 나오는 상황에서 브랜드자산을 소홀히 관리하는 기업은 소비자와 투자자의 관심에서 멀어지게 되고, 후발주자들에게 추월당해 시장에서 선두자리를 빼앗기게 되는 것은 순간이기 때문이다. 1982년 대한민국에서 '참치캔'이라는 새로운 제품을 출시하는 것에서부터 3차에 걸친 경쟁업체와의 치열한 경쟁에서 시장선도자의 위치를 확고히 고수한 동원참치의 사례에서도 알 수 있듯이, 효과적인 브랜드관리를 통한 시장차별화 전략은 시장선도자의 위치를 사수하는 데 있어 큰 도움이 될 수 있다. 본 사례연구에서는 동원참치가 신제품 출시부터 현재의 성숙기 시장에 이르기까지 자사의 브랜드를 어떻게 관리해 왔으며, 이와 연관해 어떠한 차별화전략을 구사하여 변함없이 시장선도자의 위치를 고수하게 되었는지를 살펴본다. 동원참치의 효과적인 브랜드 관리를 통한 시장차별화 사례는 여타 기업들에게 브랜드관리에 대한 지침을 줄 수 있을 것이다.

• Journal of Korea Fishing Vessel Association
• /
• v.34
• /
• pp.14-20
• /
• 1988

• Food Industry
• /
• s.221
• /
• pp.54-57
• /
• 2011

• The Journal of the Korea Contents Association
• /
• v.19 no.3
• /
• pp.61-71
• /
• 2019

Due to the limit of the time length of advertisement, facial expressions among the types of nonverbal communication are much more expressive and convincing to appeal to costumers. The purpose of this paper is not only to investigate how facial expressions are portrayed but also to examine how facial expressions convey emotion in TV advertisements. Research subjects are TV advertisements of and which had the wide range of popularity for customer known as one of the most touching commercials. The research method is Facial Action Coding System based on the theoretical perspective of a discrete emotions and designed to measure specific facial muscle movements. This research is to analyse the implications of facial expressions in the both TV ads by using FACS based on Psychology as well as anatomy. From the all the result of this, it is shown that the facial expressions portrayed with the conflict of emotional states and the dramatic emotional relief of the heroin could move more customers' emotions.

• Journal of Food Hygiene and Safety
• /
• v.26 no.4
• /
• pp.349-354
• /
• 2011

Our objective in this study is to assess the safety of docosahexaenoic acid (DHA) fortified milk of dairy cows fed feeds containing protected fish oil treated with formaldehyde by analyzing formaldehyde concentration in commercial milk and DHA fortified milk of dairy cows fed formaldehyde treated feed. There are 3 milk samples in this study: Commercial milk (CM), DHA fortified milk for Kid (DHA-K) and DHA fortified milk for Baby (DHA-B). We confirm the fresh quality of these three samples by physicochemical tests. In fat content result, three groups are significantly different at the p < 0.05 by Duncan's multiple range test, but fat content of group DHA-K is about half the level of the other two groups. Protein content of group DHA-K is 1 % higher than other two groups. According to the analysis result of DHA content of DHA fortified milk, DHA content of DHA-B is two-fold higher than DHA-K. Similar pattern was seen in the intake based on age. According to HPLC analysis result of formaldehyde concentration in milk, commercial milk and DHA fortified milk are between 0.013 ppm and 0.057 ppm which is formaldehyde standard level in fresh milk settled in WHO (World Health Organization). Three groups have no significantly differences at the p < 0.05 by Duncan's multiple range test. For this reason, it can be concluded that there is no transition of formaldehyde from dairy cows fed formaldehyde treated feeds to its produced milk. Safety about formaldehyde of DHA fortified milk of dairy cows fed formaldehyde treated feeds is considered similar to commercial milk.