• Science of Emotion and Sensibility
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• v.11 no.1
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• pp.57-68
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• 2008

With the shift of consumer’s spending behaviors further into emotionally-driven purchases, the role of brand is becoming even more important, which in turn, expands design’s role in the brand image strategy. The contact point between the consumers and the brand is the primary channel for building strong brand image through experience. Therefore, it is critical to comprehensively plan and manage the consumer contact point for any brand. Given the changing market conditions, the objective of this study is to define and structure an integrated design development and management system for building successful brand image. In order to do so, the research analyzed the characters of brand image, the conditions for consumer experience and the roles of emotion. The analysis into the correlation between images and emotion process model yields three natures of an image. The image 1) is based on empirical decisions, 2) expresses and conveys emotional aspects and 3) builds mental values through a sense of sympathy. Through case studies of successful designs that meet all three characteristics, the roles of a brand icon in building strong brand image and the needs for integrated design approach for implementation are defined. The methods for integrated design include 1) providing a focal point through brand image positioning, 2) utilizing visual themes based on brand image plot, 3) building a Total Identity Program to holistically manage brand images and 4) developing brand icons for brand image reinforcement.

• Archives of design research
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• v.19 no.1 s.63
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• pp.215-224
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• 2006

As the competition becomes more severe, the importance of brand confidence is coming to the front mainly because there has been a tendency of the customer for choosing a product or service in conjunction with the confidence. The concept of brand personality has formed as a result of various efforts for establishing a differentiated and confident brand image. The brand personality is regarded a useful mean for meeting objectives of a corporation for establishing a distinctive brand identity as well as customers for expressing their self-image. In line with the growing importance of the brand personality, researchers have attempted to measure it by various methods. However, most of researches were based on verbal and quantitative methods which take a long period of time and lots of efforts to analyze their results. Such methods also have limitations for visualizing the results. In this vein, this study aims to develop a new visible brand personality measurement system by utilizing the purpose-designed avatar. Major findings of the study are as follows: Firstly, the avatar can be an effective mean for visualizing the brand personality. As the avatar can visualize the personalities of human-beings through facial expressions, clothing, attitudes and movements, a specially designed avatar can express the brand personality. Secondly, types of the brand personality can be segregated into distinctive seven classes and such classes are used as guidelines for developing specially designed brand personality avatars. Thirdly, the purpose-designed brand personality avatar can be an effective mean for measuring the brand personality as a result of various tests for the validity. In condusion, avatar can be a more powerful tool than language for measuring the brand personality.

• 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) Korean Journal of Advertising
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• v.27 no.8
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• pp.59-90
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• 2016

Consumers demand that corporates fulfill their social responsibility by exerting influence over not only economical values but also social values in markets. Given such a social mood, most corporates are actively engaging in Corporate Social Responsibility(CSR) activities, and marketing scholars continue to study the effects of such CSR activities. Numerous such studies examined the relationship between CSR activity and brand equity. Moreover, virtually, a majority of these studies focused on consumer responses to CSR activity from an individual brand perspective. In a situation in which brand management must consider the spillover effects of brands, firms holding various brands should consider these spillover effects when they establish CSR activity strategies. Therefore, we examine the effects of CSR activity using a comprehensive approach that considers the hierarchy of brands. Additionally, we develop a new perspective on fit that has been used as a major influence on the effects of CSR activity. We argue that the mixed results of the impact of fit regarding the effect of CSR activities is attributed to the influence of connections among brands based on the hierarchy of brands. We then examine the effect of two types of CSR activity strategies that reflect the relativity of fit. The results reveal that there was no difference in impact of the two strategies based on unique roles and traits of corporate brand and effects of low fit. Also, we found that the corporate brand focused strategy creates a greater change in consumers' attitudes than does an individual brand focused strategy in the case of a particular brand. This finding is meaningful because it indicates that a hierarchy of brands may relatively reduce the impact of the role of fit, unlike general arguments from previous related research. Second, the spillover effects from the CSR activities of individual sub-brands belonging to the same corporate brand were confirmed. Therefore, we clearly verified the role of the hierarchy of brands. Although both strategies cause changes in consumer attitude toward brands engaged in CSR activity, overall, a corporate brand focused strategy turned out to be more effective than an individual brand focused strategy because of the spillover effects of brands. Third, this study verified the effect of a corporate brand focused strategy through a moderating effect analysis of the degree of association between individual brands and corporate brand. Given these results, we identified a moderating role in the degree of association and the changes in consumer attitudes toward both main brands engaged in CSR activities and other different individual brands, which were caused by the spillover effects of brands. Finally, this study addresses implications and limitations.

• Management & Information Systems Review
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• v.31 no.3
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• pp.249-270
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• 2012

The purposes of this research are suggesting the needs of further studies about human brand by analysing the antecedents and consequents of brand attachments to celebrities in Korean Wave and marketing implications. In especially, this study uses attachment as a one of important marketing performance factor that may be a appropriate word in person to person relations. Research conclusions show the trust is more important factor to brand attachment than competence and self congruity. And there is no direct effect of competence to brand attachment. This is partially because emotional evaluation of consumers is much important than rational evaluation when they are making relationships with celebrities. Second, as similar with past studies, higher attachments lead to higher buying intention toward products that celebrities endorse, next entertainment products they record or play, extension products, and country image.

• Journal of Korea Game Society
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• v.21 no.6
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• pp.75-86
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• 2021

Brand image refers to how customers, stakeholders and the market see and recognize the brand. A positive brand image leads to continuous purchases, but a negative brand image is directly linked to consumers' buying behavior, such as stopping purchases, so from the corporate perspective, it needs to be quickly and accurately identified. Currently, methods of investigating brand images include surveys and SNS surveys, which have limited number of samples and are time-consuming and costly. Therefore, in this study, we are going to conduct an emotional analysis of text data on social media by utilizing the machine learning based KoBERT model, and then suggest how to use it for game corporate brand image analysis and verify its performance. The result has proved some degree of usability showing the same ranking within five brands when compared with the BRI Korea's brand reputation ranking.

• 한국벤처창업학회:학술대회논문집
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• 2023.04a
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• pp.129-133
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• 2023

소상공업은 서민 경제의 근간을 이루는 중요한 부분으로서, 일반 대중과 가까이에 있으며 경제 환경에 가장 민감하게 반응한다. 또한 수적인 측면과 고용창출의 측면에서 대기업 혹은 중소기업만큼 우리 경제에 큰 영향을 미치고 있다. 그러나 국내 소상공인의 창업과 폐업현황을 살펴보면, 전체 창업률은 2.1%, 폐업률은 2.5%, 음식점 업종의 창업률은 2.8% 페업률은 3.1%로 조사되었다. 음식점 업종은 소상고인 폐업률이 가장 높은 업종이며, 음식점 중에서도 커피전문점은 창업률 3.2% 폐업률 4.5%로 창업과 페업이 빈번하게 반복되는 취약한 구조를 보인다. 이는 진입장벽이 낮은 업종은 대규모 소비시장이 아닌 특정 지역이나 계층에 대한 소규모의 무한한 시장을 형성하고 많은 자본이나 대규모 고용의 필요성이 낮다. 따라서 구체적인 사업계획서 없이도 창업하게 되어 운영을 위한 전문성이나 자금이 부족한 경우가 빈번하다. 소상공인으로 창업을 할 경우 창업프로세스가 전문성의 유무에 문제가 없기 때문에 용이하다. 그로인해 전문성이 없는 비전문가로 창업을 하는 경우가 비일비재이다. 대기업이다. 프랜차이즈에 비해 마케팅 믹스활동이 미흡한 것이 현실이다. 이에 고객이 인지하는 마케팅 믹스활동이 브랜드이미지와 브랜드 충성도에 미치는 영향으로 소상공인커피전문점의 마케팅 믹스활동을 중심으로 조사할 예정이다. 그리하여 비자발적 창업을 준비하는 커피전문점 소상공인에 시사점을 제공하여 창업 시 유의할 점을 파악하도록 할 것 이다. 본 연구는 설문조사를 통해 데이터를 수집한다. 대상은 소상공인을 이용하는 고객과 소상공인을 대상으로 마케팅믹스 7P's가 브랜드이미지와 브랜드 충성도에 미치는 영향을 파악하고자 한다.

• 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.

• Cartoon and Animation Studies
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• s.15
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• pp.193-206
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• 2009

This thesis is on the character naming which plays much of a role in the cultural contents, but it is beyond the research of character naming itself and is based on the needs of research for character naming in game, fairy tale, comic and animation. In fact, there are some books and theses showing us the way to create names of products and this area is known as brand naming. But it is not easy for people to find books on character naming which is only focused on the characters in all fictions. While a brand name is made to secure a brand identity which is fundamental to consumer recognition and symbolizes the brand's differentiation from competitors, a character name is the name of living thing in the fiction. So, people say that these two areas are similar to each other or not. This these is the consequence of the research on the character naming, especially how to figure it out and how to use it. I hope that my paper would be a little help for those who work for the creating of the characters involved in shape, personality, role and storytelling in the field of fictions through the interest and understanding of Character Naming.

• Journal of Industrial Convergence
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• v.22 no.2
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• pp.33-43
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• 2024

This study aims to test the relationship between brand embeddedness and cross-selling intention, as well as how customer satisfaction affects as mediator its relationship. The data set includes 258 consumers using a specific smartphone brand and we gather the data by conducting a survey. We use structural equation modeling to verify hypotheses and do nonparametric bootstrap approach for additional analysis of the mediating role of customer satisfaction. The results of analysis are as follows. First, it has been shown that barnd embeddedness positively affects customer satisfaction and cross-buying intention. Second, customer satisfaction is found to have a positive effect on cross-buying. By combining these results and additional analysis, we confirm that the direct effect of brand embeddedness is more effective for cross-buying intention than the indirect effect of customer satisfaction. The results of this empirical analysis show the academic value that brand embeddedness as social capital can be a antecedent for cross-buying intention. In addition, this study suggests the need for brand practitioners to increase the embeddedness of customers related to the brand and consider the mediating role of customer satisfaction together in order to increase cross-buying.