• The Journal of the Korea Contents Association
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• v.15 no.9
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• pp.465-477
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• 2015

Today's companies build strong brand assets which, through the expansion of other business areas, promote efficient corporate management. Many companies manage brand assets among through a multitude of brand groups using brand portfolios rather than the single brand strategy. Such brand group influence can be related not only to brand group expansion, but also to parent company brands and product brand groups. The purpose of this study was to identify the effects of parent corporate brand associations on brand portfolio evaluation. The results of the present study is as follows: positive parent corporate brand image was revealed to play a positive role in brand portfolio evaluation. Parent corporate brand image provided endorsement for their product brands, and this can reduce consumer's decision cost on brand portfolio evaluations. This study focused on two types of brand relationship strategy : brand expansion strategy and individual brand strategy. With individual brand strategy, cases where parent company brands provided endorsement and cases to the contrary were studied separately. In cases where well-managed parent corporate brand image were able to provide endorsement in the case of individual brand strategy like that of brand expansion strategy.

• Journal of Korea Port Economic Association
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• v.38 no.1
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• pp.49-71
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• 2022

The purpose of this paper is to study the effect of the corporate social responsibility by port operation organization on the brand asset, reputation and relationship performance perceived by interested parties. To achieve such a purpose, literature survey on various research papers and thesis, research report is carried out and also reliability analysis, validity test and multiple regression analysis using SPSS 18.0 are used. To verify a established research model for empirical analysis and hypotheses, questionnaires are distributed to the port operation organization, terminal operators, shipping companies and NGO. Total 414 copies of questionnaires were collected and used in this analysis. The main results of the study are summarized as below. First, it was confirmed that social responsibility of the port operation organization are classified into three categories; economic, legal, and charitable and ethical responsibility. Second, economic responsibility has a positive impact on the brand awareness and reputation. Third, legal responsibility has a positive impact on the trust and commitment. Fourth, charitable and ethical responsibility has a positive impact on brand image and awareness, reputation, trust and commitment. Further additional empirical research can be extended by distributing more questionnaires including several port operation organizations in Busan and Incheon.

• The Journal of the Korea Contents Association
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• v.21 no.6
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• pp.94-103
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• 2021

The purpose of this study investigates how game users' evaluation on a game company's CSR activities, perceived quality of game programs, and its brand assets affect the intention to game use. Specifically, this study tries to find out the causal relations among variables as testing the hypotheses. Firstly, the effect of users' evaluation on a game company's CSR activities and its qualities of game programs on the brand assets. Secondly, the effect of users' evaluation on a game company's CSR activities and its qualities of game programs on the intention to game use. Thirdly, the effect of users' evaluation on a game company's CSR activities, the qualities of game programs, and the brand assets on the intention to game use. 367 college students were administrated to the survey. The results indicate that game users' evaluation on economic, ethical, and philanthropic responsibilities, except legal one have an effect on brand assets and intention to game use. Specially, on effects of the three independent variables(CSR activities, perceived quality, and brand assets) toward intention to game use, ethical responsibility and brand loyalty have statistically significant. This result confirms that game company's board of directors should consider ethical company management as well as CSR activities not as cost but as investment for increasing company's business profit.

• The Journal of Korean Institute of Communications and Information Sciences
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• v.32 no.8B
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• pp.553-562
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• 2007

Consumer needs becomes various in a mature mobile telecommunication market, while service differentiation is hard to achieve. Because of the introduction of number portability, switching barrier becomes lower and the competition among telecommunication service providers is getting fierce in order to maintain and obtain customers. Moreover, HSDPA, which is a new telecommunication service, caused the intense marketing activity for the move to the next generation customers. Under these circumstances, brand equity can be a key to a long-term competitive edge for mobile phone service providers. However, there were few researches reporting the mobile telecommunication brand equity, and none of them analyzed if customer equity which particularly is developed at the CDMA market has an effect on HSDPA service. In this study, we identified the determinants of mobile telecommunication brand equity, which is focused on brand image, customer benefit, price, service quality, and marketing activity, and its influence on the HSDPA service subscription behavior. Finally, we suggested the strategic implication of brand management strategies for mobile phone service providers.

• Journal of Service Research and Studies
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• v.7 no.3
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• pp.1-19
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• 2017

The purpose of this study is to analyze the influencing relationship among image of the festival, city brand equity, and regional loyalty. For the study, questionnaires were handed out to the visitors of 2015 Andong International Maskdance Festival and a total of 289 copies were collected carrying out frequency analysis, factor analysis, multiple regression analysis, descriptive statistic analysis, correlation analysis, and structure equation model analysis. The result showed that image of the festival had influence on city brand equity and city brand equity had influence on regional loyalty. However, image of the festival did not have direct influence on regional loyalty. This research is expected to further extend the study of image of the festival and city brand equity, and the study of Andong International Maskdance Festival

• Journal of Global Scholars of Marketing Science
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• v.9
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• pp.77-99
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• 2002

As current business environment is experiencing radical changes, interest in brands has increased theoretically and practically. The growing interest in brands creates the need for brand equity measurement and management models that help companies manage and fortify brands continuously. Given the situation, this study analyzes effects of brand equity on purchasing behavior of consumers. Outcomes of this study can be employed as integrated brand management system in order to satisfy corporate needs for systematic brand management. This model has been developed in an effort to transcend varied limitations of other previous studies and existing models. Consequently, the practical value of this model is highly expected. Beyond the mere concept of brand for establishing differentiated position against competitors, contents of the study cover extended forms of brand equity and brand performance. This model has been tested through practical applications of fifteen brands from three product categories. Despite several disparities among the categories, the study has revealed that the overall market performance of the brands is correlated with the brand power and other factors in the model. As the importance of brands is growing, brand management is an essential step for power branding. And brand management requires extensive brand diagnosis. The practical results of this study indicate that companies should put an emphasis on brand-oriented management as core strategy of their business.

• 주류산업
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• v.22 no.2
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• pp.29-40
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• 2002

• The Journal of the Korea Contents Association
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• v.10 no.7
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• pp.220-232
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• 2010

Companies have been difficult to capture the minds of consumers by staying in the sales phase in order to sell products. The marketing and brand management strategies of more understanding consumers and systematically managing for the perception of them are becoming important. Since launched, EXR has implemented a systematic brand management process from its early stage. Based on the idea of 'brand asset by customer' by Kevin Lane Keller that the total of consumer brand knowledge ultimately completes the company brand power, 'brand asset', to satisfy areas of 'functionality' and 'design', EXR pioneered its ultimate brand asset which is 'CAPORTS' and established its own identity called, 'PROGRESSIVE'. For the success of a brand management, there must be a clear vision supported by the determination of a specific brand identity. Also, it needs to be shared by members of the organization, and to maintain and manage it in the long run, an integrated management strategy is essential. On the basis of such identity, EXR was able to carry out the integrated management for its brand and the overall implementation of the marketing strategy. Therefore, In this study, we seek for a sustainable brand management strategy of fashion brand by looking into the process of the EXR's brand establishment.

• Asia Marketing Journal
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• v.13 no.3
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• pp.249-264
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• 2011

Brand is the major enduring asset of a company and more valuable than the totality of specific products and facilities. Thus brands are powerful assets that must be carefully developed and managed. The company should design and implement marketing activities and marketing communication programs to build and grow the brand value. Strarbucks, Samsung Galaxy, and Nike brands get a price premium and generate strong customer loyalty. A power brand has high brand equity, which is the differential effect that brand knowledge has on consumer response to the marketing of that brand. Brand equity is created when brands have strong, favorable and unique brand associations with customers and high level of brand awareness. Therefore marketers in building a strong brand should ensure to develop the right type of customer experiences with products and effective integrated marketing communication(IMC) programs to create the brand equity. Since 2007 Sinhan card acquiring the LG card has developed the new brand identity and carefully managed the advertising campaign and other marketing communication mix tools to create the high brand awareness and differential brand image. In this case study we examine how Sinhan card with the goal of being No.1 brand in the credit card market has developed and implemented the IMC Strategy to build a high level of consumer brand awareness, unique brand image and strong customer relationship.

• Journal of the Economic Geographical Society of Korea
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• v.18 no.4
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• pp.431-449
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• 2015

Motivated by the finding that place names are highly capable of acting as one of the most conspicuous brands in the economy, this study has explored the essential nature of the brand value of place names and has suggested possible methodology to evaluate this value. As the place name brand has multidimensional elements mirroring the attributes of place, its understanding should be framed in terms both of users of place names as a subject and of place as an object. In order to evaluate the brand value of place names, the possibility of adopting the concept of customer-based brand equity, which is centered on the perception and assessment of customers, has been reviewed and more detailed items of evaluation have been addressed. A few future research topics are suggested: the nature of brand value; its relevance to place identity; the influence of place marketing; the significance of exposing place names to the public; the effect of geographic indication on brand value; delineating the spatial boundary of geographic indication items.