• The Journal of the Korea Contents Association
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• v.9 no.12
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• pp.637-646
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• 2009

This study aims at granting maximum high values to local brand images as megatrend in global markets by monitoring local differentiations which local images in each area are classified in abstraction on the side of cognitive aspects of consumers and finally achieving the redefinition of domestic markets with differentiation strategies for revitalizing cultural communication tools in terms of the creation of future local marketing strategies. This study newly classifies the cognitive aspects of domestic consumers into 4 distinguished patterns for creating an image of each local area and analyzes image creation factors for each local image in 5 aspects affecting the image creation of local brands.

• Design Convergence Study
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• v.15 no.3
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• pp.103-116
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• 2016

Social development led to systematic changes in the gender division of housework and the increase of house husbands. Accordingly, the demand for programs on child rearing for fathers is high. This study aimed to present a design for the brand mark and station identification for a TV channel specializing in childcare for house husbands. This study designed a brand mark and an applied brand mark, based on a literary review of previous studies. A survey on the necessity, preference and brand awareness of this channel was conducted twice afterwards, targeting 55 parents who are raising children who are in between the age of 6 months to 37 months. The first survey showed that the parents are in need of childcare-related channels due to their worries and fear towards childcare. When asked about their preferences and brand awareness towards this channel, some respondents were negative towards the form and colors used in the proposed brand mark and applied brand mark. This was reflected in the improved version and was tested in the second survey, which showed that respondents preferred the form that reminded them of children and found it more suitable. In regards to colors, respondents preferred high chroma navy blue.

• Journal of the Korea Society of Computer and Information
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• v.27 no.8
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• pp.233-240
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• 2022

In this paper, we propose a marketing strategy for traditional markets that lays the foundation for regional economic development by developing traditional markets as regionally specialized tourism resources. This study conducted a survey of local residents and tourists, who are market users, and conducted a factor analysis to establish a market brand strategy using SPSS 25 and a reliability analysis to verify internal consistency. In addition, correlation analysis was performed to verify the significance to confirm the relevance. The analysis results of Anyang Central Market brand tourism products for traditional market marketing strategies are as follows. First, it is necessary to establish a brand identity that activates brand elements and brand criteria and brand positioning. Second, it is required to improve brand awareness, which can elicit brand awareness and brand information and brand memory. Third, it is necessary to improve the brand image that can increase brand association and brand loyalty. Fourth, it is necessary to make efforts to improve brand equity, which can improve brand value, brand concern, and brand life. By developing and proposing marketing policies for traditional markets by utilizing market brand strategies, it can be expected to revitalize traditional markets and local economies as specialized local tourism resources.

• Archives of design research
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• v.19 no.1 s.63
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• pp.141-150
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• 2006

The animation should be produced to attract the audience's interests. Its characters will have the intended personalities through the interactions with the audiences, discarding the attributes of the nature. These personalities form the brand identity when they are exposed visually and will be powerful brand assets which lead the animation industry to the high-value added products. The brand identity of the character, the brand assets, can be used for various products in form of licensing and is noted to make an affirmative leverage effect. In this regard, the author has conducted an empirical research on the animation characters from the viewpoint of the brand, adopting, in particular, the Brand Personality Scale (BPS), which is the output of J. Aaker's (1997) study on brand personality defined as the human properties in relation with the brand. In addition, this study determines the correlation among the animation, brand and consumers based on the Sirgy's study (1982) resulting in that the better the brand and the consumer's personality are matched, the more the brand attitude is improved. In consequence, it is found that the animation characters have three personality levels such as refinement/ability, integrity and interests. The consumer's personality is divided into the 'practical ego-image' and the 'ideal ego-image' in the survey, and the survey result shows that the brand personality of the animation character exists between them.

• Culinary science and hospitality research
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• v.17 no.2
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• pp.51-73
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• 2011

Companies are required to invest in numerous intial marketing costs for establishing brand power, thus, many companies in the foodservice industry are increasing their budgets on communication to strengthen their own brand equity components such as brand recognition, brand royalty, perceived quality and associated image using mass media that has not been used before. For this study, 617 samples were analyzed by such analytic methods as a frequency analysis, cross-tabulation, a factor analysis and a reliability analysis for validity, and a confirmatory factory analysis, a model adequacy evaluation, and a path analysis using AMOS 17.0. The hypothesis verification by the AMOS analysis has revealed that all hypotheses positively influenced contract foodservice brands, and the brand recognition of a university contract foodservice company has an impact on sincerity and refinement. Therefore, positive brand image formation encourages strong brand establishment between a university contract foodservice business and customers, and this study strongly suggests continuous further studies about constructing a positive brand image.

• Archives of design research
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• v.16 no.2
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• pp.385-394
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• 2003

Modem market's tendency is displaying brand strategy of Corporation sells product and consumer buys rand'.Brand acts by intermediate that reflect consumer's request and experience and attach product and consumer hat produce. Successful brand intended strategy empirical esthetics enemy, and consumer recognizes brand to novel experience and think by one fixed idea (awareness). any corporations wish to get maximum effect into minimum investment expense that reduce huge public elations and advertisement charge. Do to incuse impression for product brand through direct interview with consumer at purchase visual point, and do function hat drive purchase and the importance great rawly. Therefore, sight expression of brand image must be able to from immobile one impression in consumer's spirit being inked nearly with brand .Brand that situate by affirmative impression once can arrive in purchase by brand without alternative information being withdrawn by consumer's emory. Solution of visual expression for this being city cornification laying stress on logo and mark of brand as central element of brand image, speak as communication actor who back this. This to be Dija as direction that product and connection are deep before meaning that is sight language enemy who allow fetters special quality and the seniority in age sex language enemy of brand as ell as have direction of by methods method for problem solution present can .Therefore, relation with brand image analysis of sports equipment and consumer product purchase that this research forms market economy theoretical investigating to be effective and present direction that is image-making to be consistency this the purpose be.

• 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.

• Journal of the Korean association of regional geographers
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• v.21 no.2
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• pp.273-285
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• 2015

The objective of this paper is to analyze the impact of formation and change in city brand and image of Suncheon city due to be held the International Garden Exposition Suncheon Bay Korea 2013 from April to October 2013. In order to research purpose, this study adopted a telephone interviews survey method for the entire national peoples. 65.3% of all respondents positively evaluated about city brand of Suncheon city. particularly development potential among five indexes of city brand. All of respondents also positively evaluated about settlement possibility of Suncheon city, and were recognized as eco & garden city for city image of Suncheon city. In addition, all of respondents evaluated the Suncheon Bay Ecological Park as a representative attractions of Suncheon city.

• Archives of design research
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• v.16 no.2
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• pp.375-384
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• 2003

This study is on the strategy for establishing successful corporate brand image, by understanding the need for increasing brand value based on the level of brand recognition. In order to carry this out, the PICS (Product Image Concentration System) is suggested, which includes Brand Image Analysis on a high-level, Product Image Programming based on the result of the image analysis, and Product Image Coherency Assessment and Management, resulting in setting up a guideline for gaining competitive advantage and brand management. Brand Image Analysis is a method that utilizes image association to understand brand disposition by analyzing the association pattern among available visual materials to measure the corporate and brand image inclinations. As the next step, Product Image Programming establishes design philosophy and principles based on the analysis of brand image, and the Visual Programming is a process for visualizing the intended product image direction. Lastly, Product Image Coherency Assessment examines whether to incorporate design philosophy and principles or not to arrive at an agreed evaluation criteria for developing designs coherent with the brand image. The PICS (Product Image Concentration System) is a practical method for increasing a company' competitive advantage and managing brand. The expectation on this system is to provide a guideline for applying brand image in design process more objectively. For further study, diversification of image spectrum based on expressive keywords and comparative analysis on images as well as a product image interpretation program to understand the order of visual materials will be necessary.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.9 no.6
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• pp.1856-1868
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• 2008

This paper is about what is the effect of cultural marketing - which is affecting business ethics and social responsibility - on corporate image and formation of brand asset, and about which is getting more influence by cultural marketing among factors that is forming corporate image and brand asset. The results are like below. First, cultural marketing activities had an indirect influence on the corporate brand asset. Second, cultural marketing had an direct influence on the corporate brand image. Third, cultural marketing had a positive impact on reminding of the brand image. Fourth, social responsibility and business ethics had an indirect influence on the brand loyalty. Fifth, corporate social responsibility and business ethics had a positive impact on the brand image. Sixth, among the corporate social responsibility, community activities played a control variables. Seventh, regarding the characteristics of the respondents it showed that there's perception gaps among marketing, responsibility and ethics as well as brand assets. All in all, cultural marketing had an indirect effect on formulating corporate brand asset by the means of corporate image. The result is pointing out the importance of establishing a strategic marketing plan that is taking harmony between the character of cultural marketing and media, continuous and long-term plan, connection with the type of the brand asset into account. Moreover, as people realized that corporate business activities are brining not only economic consequences, such as providing goods and services but also social consequences, such as uneven distribution of wealth, dirty links between business and politics, consumers' security, pollution, and etc., companies are reconsidering its own role in society. This reconsideration is called corporate social responsibility and this pushed the company to keep business ethics together with their business.