• Journal of the Korea Academia-Industrial cooperation Society
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• v.13 no.4
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• pp.1518-1524
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• 2012

A Brand is supposed to age as it goes by, following a brand life cycle, as it is not a solid, immutable asset but something of a living creature. Therefore, self-renovation and revitalization efforts are needed, in order to incessantly confirm the self existence through the relationship with the consumer. In 2009 and 2011, 'Beksul', brand in maturity stage tried to revitalize Brand and the brand image two-times. For this study, brand logo and TV commercials of Beksul for revitalization were gathered via TVCF.com and their creative strategy were studied. This study could find that the creative strategy of brand in maturity stage is based on its brand essence and focused on reinforcing brand royalty.

• The Journal of the Convergence on Culture Technology
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• v.5 no.1
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• pp.45-50
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• 2019

This research analyzed that what factors affect to the change of social positioning of 'multi-cultural family(MCF)' centered on 'multi-cultural family in Jecheon City using Social Construction. The purpose of this research analyze the social positioning of MCF in Jecheon City, policy design depending on that social positioning and the effect of social perception. Therefore, this research carried out qualitative analysis method that analyzed news articles, legislations and interviews from 1990 to 2013 based on social construction theory. For the purpose, first, the time scope could be divided into four periods such as 'the quickening period in 1990s', 'quantitative growth period from 2000 to 2005', 'qualitative growth period from 2006 to 2011', 'the period of antagonism after 2012' of MCF.

• Asia Marketing Journal
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• v.11 no.4
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• pp.69-93
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• 2010

In this research, through experiments, we show that incongruity of color between mediums has positive influence on brand attitude in terms of integrated management of brand. We also present that self-image congruence of 'brand-consumer' has moderating effect on such influence of color incongruity. Mediums were limited to the ones that magnifying visual influence in order only to observe influence of color. With the same reason, visual factors other than color were coherently set or held constant and we chose brands with either low familarity or no previous knowledge. As a result, we find that brand attitude by the incongruity of color between mediums was higher compared to brand attitude by the congruence of color. In case with lower self-image congruence of brand-consumer we show higher change in attitude compared to the one with higher self-image congruence of brand-consumer. We believe our findings are interesting to note that brand may be enhanced by forming positive brand attitude through brand expression i.e., color of visual factors. In addition, we suggest that level of congruence and diversity of brand expression is in fact deeper or wider than that of brand manager's intuition. We see that it is possible for studying brands the incongruity which has been studied as a strategy to reposition mature brands can be a way of improving the recognition on new brands.