• The Journal of the Korea Contents Association
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• v.14 no.2
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• pp.161-171
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• 2014

This research aims to analyze the characteristics of the channel brand components, identities in accordance with the organizational strategies of the programmes, and brand structures of the comprehensive programming channels. The channels promote themselves mobilizing a variety of channel brand components and, ecxept Channel A, JTBC, TV Chosun, and MBN coined its names which are reminiscent of their parents corporations. The organizational strategies of the programmes are related with the channel identities. TV Chosun, for instance, branded themselves as 'conservative advocate' while focusing on news programs, and Channel A also takes conservative bias strategy focusing on the news programmes, especially after the 2012 presidential election. JTBC, however, organizes drama and entertainment programmes intensively being equivalent to that of terrestrial broadcasting programmes, and MBN positioned neutral and center with the news and cultural programmes. Referring to the brand architecture, which reveals the structural system of the brand, it is argued that TV Chosun and MBN take the integrated corporate brand strategy, while JTBC tries to mix and balance the brands of the parent corporation and its own independent one. Channel A, exceptionally, doesn't take a name of its parent corporation 'Dong-A'. In conclusion, it is argued that the comprehensive programming channels utilize and take the parent corporate brand, mixed brand, and independent brand in accordance with the brand power and circumstances of their own parent corporates.

• Proceedings of the KAIS Fall Conference
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• 2012.05a
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• pp.108-111
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• 2012

본 연구는 지방의 공동브랜드가 난립하고 있는 실정에서 보령머드의 차별성을 살리고, 원래 가지고 있던 고유성을 부각시켜서 시각적으로 이미지를 정립한 과정을 살펴보고자 한다. 공동브랜드의 가치를 높일 수 있도록 제품 이미지에 부합하고 소비자의 요구에 대응할 수 있는 디자인 방안이 제시되어야 한다. 그러나 현 시점에서 많은 공동브랜드가 유사성과 몰개성적인 난립으로 지역생산자에게 만족스러운 결과를 주지 못하는 부분이 크다. 보령머드는 이러한 점을 인식하고 보령머드의 현재 가치를 유지하면서 미래가치를 높일 수 있는 아이덴티티인 머드반지 개발과 적용을 브랜드 관리 차원에서 순차적으로 진행하고 있다. 세계인을 향한 보령머드의 약속을 상징하는 머드반지는 이미지 전달자인 보령과 이미지 수용자인 소비자 사이에 이러한 시각요소를 전달하고 있다.

• Archives of design research
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• v.18 no.4 s.62
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• pp.53-64
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• 2005

The emergence of new communication media, digital, is something of a wonder, as well as a cultural tension. The industrial technologies that dramatically expand human abilities are being developed much faster than the speed of adaptation by humans. Without an exception, it creates new contents and form of the culture by shaking the very foundation of the notion about human beings. Korean broadcasting environment has stepped into the era of multi-media, multi-channel as the digital technology separated the media into network, cable, satellite and internet. In this digital culture, broadcasting, as a medium of information delivering and communication, has bigger influence than ever. Such changes in broadcasting environment turned the TV viewers into new consumers who participate and play the main role in active communication by choosing and using the media. This study is trying to systemize the question about the core identity of broadcasting through brand as the consumers stand in the center of broadcasting with the power to select channel. The story schema theory can be applied as a cognitive psychological tool to approach the active consumers in order to explain the cognitive processes that are related to information processing. It is a design with stories, which comes up as a case of a brand's story telling. The range of this study covers the current issue and educational programs in network TV during the period of May and August of year 2005. The cases of Korean and foreign programs were compared by the station each program is broadcasted. This study concludes that it is important to take the channel identity into the consideration in the brand strategy of each program. Especially, the leading programs of a station must not be treated as a separate program that has nothing to do with the station's identity. They must be treated to include the contents and form that builds the identity of the channel. Also, this study reconfirmed that building a brand of the anchor person can play as an important factor in the identity of the program's brand.

• The Journal of the Korea Contents Association
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• v.17 no.1
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• pp.532-549
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• 2017

This study identifies the pet-name using the celebrity's endorser and the pet-naming effect by the subject of creating brand identity. For this study, pet-naming types are made up of 3 types(non pet-named/pet-naming by company intention/pet-naming by customer's word of mouth). As the results of this study, pet-naming types affects the perceived value. The perceived value has a perfect mediating effect between pet-naming types and consumer response. Also, the level of informative interpersonal influence has significant interaction effect between pet-naming types and perceived value. The research, therefore, reaches several important conclusions. First, when the pet-naming types were consisted, customer's brand identity creating phenomenon was included. Second, pet-naming types affects the confirmed perceived value which is the customer's view. Third, susceptibility to interpersonal influence was differently identified with normative interpersonal influences and informative interpersonal influences. Furthermore, this study analyzes the market's behavior trends, and in extend the progression of pet-name marketing.

• Journal of the Korean Society of Clothing and Textiles
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• v.38 no.2
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• pp.251-265
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• 2014

China is the biggest market for the Korean fashion industry. However, China is still difficult in regards to market entry and market success in China despite the geographical proximity. This study investigated the image of Korea and its impact on brand identity, brand attitude and intention to purchase with a focus on Chinese consumers in order to identify the variables of a country's image that affect a consumer's intention to purchase. The results of this survey targeted 214 Chinese consumers who were used for the final analysis. The survey subjects were female consumers in their 20s and 30s, living in metropolitan cities in China. Exploratory factor, reliability and frequency analyses were conducted using SPSS 19.0; in addition, confirmatory factor and path analyses were administered with AMOS 18.0. We identified two general images of Korea (economy and culture), two images of Korean (stylish and friendly) and three Korean fashion-product related images (quality, design and prestige). The results of the structural equation model were as follows. 1) Economy factor exerted significant effect on quality and prestige. 2) Stylish factor exerted a significant effect on all of the Korean fashion product images (quality, design and prestige). Friendly factor exerted positive impact on prestige. 3) All of the Korean fashion product images significantly influenced brand identity. 4) Brand identity exerted a significant effect on brand attitude. Lastly, brand attitude significantly affected intention to purchase.

• The Journal of the Korea Contents Association
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• v.12 no.11
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• pp.422-431
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• 2012

In the era of cultural contents, developing diverse materials is very useful in providing abundant contents of the cultural industry. Among diverse materials, systematizing and specializing materials that have been verified historically and culturally, and linking them with other fields are creating more possibilities. This study is a contemplation on useful methods that expand the range and characteristic by linking with the food culture, based on the placeness that comes from historical facts possessed by the figure. As for the range of the place, the focus was put on the places that are related to Admiral Yi, Sun-sin historically and culturally, and regions that attempted native foods development were selected. Therefore, this study attempted to establish regional identities and contribute to setting effective directions for developing and vitalizing native food brands, by expanding the category of the contents of the historical figure who represents the region.

• Proceedings of the Korea Contents Association Conference
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• 2014.11a
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• pp.85-86
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• 2014

본 연구의 목적은 브랜드 홍보 잠재력이 낮아지고 있는 기업 브랜드의 아이덴터티 유지를 위한 도구로서 Projection Mapping의 활용 방안을 고찰하는 것이다. 브랜드 홍보 잠재력이 낮아지고 있는 지역 대표 기업인 기아 타이거즈를 연구 대상으로 선정하고, Brand Identity측면에서 Durability, Differentiation, Coherence, Flexibility 특성 중심으로 Interactive Projection Mapping을 구현하였다. 제작과정은 크게 C4d 를 활용한 홍보 영상 제작, VVVV와 Touch Sensor을 활용한 행동에 반응하는 영상 제어 과정으로 이루어졌다.

• Proceedings of the Korea Contents Association Conference
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• 2019.05a
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• pp.321-322
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• 2019

오늘날의 시장 환경에서 경쟁은 매우 치열하고, 발전의 길에서 상점들은 시대의 발전에 따른 여러 가지 요구에 직면하고 있다. 브랜드의 개선과 혁신은 브랜드의 업계 이미지를 새롭게 수립하기 위한 것이다. 소비자 및 시장 환경에서 상점의 전체적인 이미지가 자신의 전략적 포지셔닝과 상응하고 긴밀하게 결합하며, 관중들의 인상에서의 차이와 부족을 개선할 수 있도록, 상점의 특징에 초점을 맞춰 VI디자인을 개선하는 것은 상점의 경쟁력과 브랜드 이미지의 향상을 위한 필연적인 선택이 되었다. 상점의 특색을 직접적으로 표현할 수 있고, 가장 짧은 시간 내에 소비자들에게 상점의 정신적 이념과 주체 운영 범위를 표현하는 것은 VI디자인이 핵심적으로 추구하는 것이다. 본 논문은 현재 성숙한 비주얼 아이덴티티 시스템을 갖춘 브랜드의 VI디자인을 조사하고, 비교를 통해서, 이 서점의 VI디자인 개선의 필요성을 연구하였다.

• Smart Media Journal
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• v.7 no.4
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• pp.106-113
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• 2018

Brand identity (BI) is a key asset that affects consumers' psychological cognition of products and services. In the initial planning stage of the BI design development for a company, a unique approach strategy is required. In the final evaluation stage, a reasonable design evaluation method involving potential consumers needs to be prepared. However, conventional brand identity design evaluation processes tend to depend on the results of surveys, and in many cases it is impossible to be free from the distorting phenomenon of survey respondents' psychological manifestation which is often revealed in the process of the surveys. In this context, this research has explored whether the method of utilizing EEG data of the subjects along with the conventional survey method of preference could be helpful in the process of evaluating the brand identity design. To achieve that, we correlated the subject's preference survey results with the subject's EEG data. 'Attractiveness' and 'concentration' were used as variables. As a result, it was found that there was a high correlation between the results of preference survey on 'attractiveness' and the results of 'EEG' on 'concentration'. Therefore, in addition to the existing conventional qualitative evaluation methods, we confirmed that design evaluation methods using EEG are useful for evaluating tacit knowledge objects such as the BI design.

• The Journal of the Korea Contents Association
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• v.16 no.8
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• pp.217-227
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• 2016

This study suggests story telling-based scenery color plan that uses local story resource in order to raise possibility of success in making characterized town implemented by Ulju-gun, Ulsan Metropolitan City. Characterized town making project of Eoeumhari Town is the first in Ulsan, and detailed project planning is going underway to transform it into story telling street by providing local story to the resource of Eoeumhari Town. Ulju-gun expects big help in luring tourists and activating local economy by maintaining these towns. As in this way, local marketing that uses story telling is recently being taken as a desirable way of overcoming the limit of local development, and it suggest new possibility of scenery color plan. Therefore, I attempted to extract Brand Story from story resources based on climatic color of Eoeumhari Town and apply them to the color plan in order to unique color identity with a town as a unit. It is significant to study as it suggests a direction to discover values of color which can be used for establishing local identity and activating local community breaking from current color plan by large-scale maintenance implemented by each local government.