• Proceedings of the Korea Society of Costume Conference
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• 2003.05a
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• pp.37-37
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• 2003

21세기 정보화 사회로 진입하면서 인터넷 사용이 급속히 증가함에 따라 패션 기업들도 마케팅 차원에서 브랜드 쉽 사이트를 구축하고 브랜드 이미지와 상품에 대한 정보를 제공하고 있다. 그러므로 브랜드 이미지가 중요한 패션 기업의 경우 현재 웹 사이트에 구축된 브랜드 컨셉트가 평상시의 컨셉트와 동일하게 인지되고 있는가에 대해 연구하는 것은 일관된 브랜드 이미지를 관리하는데 중요하다고 하겠다. 이에 본 연구에서는 국내외 12개 패션 브랜드를 대상으로 평상시와 웹 사이트에서의 브랜드 컨셉트에 대한 인지도를 조사하여 평상시와 웹 사이트에서 동일한 브랜드 컨셉트를 유지할 수 있는 방법을 제안하고자 하였다.

• 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.16 no.3
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• pp.1745-1752
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• 2015

This study provides a framework for understanding the effects of brand image(symbolic and functional) on emotional commitment and behavioral commitment. First, the causal relationships between brand image, emotional commitment and behavioral commitment were examined. Second, the mediating effects of brand trust were also examined. Undergraduate students(N=217) were participated in the survey and the structural equation modeling was utilized for data analysis. The results of this study reveal that both of symbolic and functional brand image are positively related to brand trust. Brand trust also have positive effects on emotional commitment and behavioral commitment. Based on the results, some recommendations for company are discussed and future research directions are outlined.

• Management & Information Systems Review
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• v.28 no.2
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• pp.1-19
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• 2009

In the severely competitive market, brand extension strategy has become a key strategy to the companies that are trying to expand in the new market and to cut down the marketing cost. In conclusion, following results are deduced. First, hypothesis 1(H-1) refers to the relationship between image of extension brand and attitude of extension brand, and it shows path-coefficients value of 0.43, and t-value of 4.21 which supports the hypothesis statistically. Second, H-2 is the result of the analysis of relationship between attitude of extension brand and loyalty of extension brand and consequently the hypothesis is supported by the path-coefficients value of 0.29 and t-value of 3.08. The results of this study provided very useful information for both foodservice industry and academics. At first, in the theocratical point of view, this study suggests a new concept the foodservice brand extension. Consequently in marketing point of view, the results of this study recommend several strategies of foodservice brand extension using foodservice image, attitude and loyalty.

• Asia Marketing Journal
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• v.10 no.3
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• pp.103-125
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• 2008

After having changed its corporate brand from LG Fire & Marine Insurance to LIG Non-life Insurance in 2006, LIG Insurance has successfully built the corporate image as the leading insurance financial group by engaging in extensive corporate social responsibility activities. LIG, as 'a partner for sharing precious moments of life', intended to provide customers a new value of an insurance by building up the new corporate brand. It established three values to be shared internally. First was to instill a brand value orientation within the organization. Second, the firm identified the brand's value to be delivered to the customers. Third, they defined the image objective to be communicated to them. Based on these set of objectives, the company designed and implemented an integrated marketing communication(IMC) strategy over several years. The result was a successful transition to the new corporate brand name.

• The Journal of the Korea Contents Association
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• v.12 no.5
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• pp.154-162
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• 2012

We can expect an effective color marketing to build up a positive industrial image as it is easy for consumer to approach due to the ability of colors to affect human consciousness and sub-consciousness more than any other factor. The purpose of this research is to draw attention to the importance of color communication and to find strategies to elevate the brand image by surveying the degree of influence color communication has when forming a brand image. In order to conduct effective research, we executed theoretical and collaborative analysis through research materials and documents. If you take a look at the outcome of this research, brands that brings credibility and likability to its customers are not brands that uses color communication, but brands that utilize marketing strategies that build up credibility for quite some time. Also, preference over colors are distinctive. It turned out to be that the color of a brand logo that one likes has very little to do with one's favorite color. When people choose a brand, they are choosing the brand not because of the color of the brand logo, but its credibility and likability that the brand offers. It proves that the color of the brand logo has nothing to do with the colors that people prefer. The relationship between the color that consumers prefer and the image and emotional color that forms brand image is negligible. However, since research shows that there was a relationship between the color you prefer and the emotional color that forms brand images, it seems to be important to figure out what color customers prefer rather than the color that shows customers' self image. Unlike existing color communication research, through this research, we would like to know how to utilize the color communication strategically in the forming of brand images and take a look at the relationship between customers' preferences and the image of each brand logo's emotional color.

• 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.

• Culinary science and hospitality research
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• v.9 no.4
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• pp.163-178
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• 2003

The purpose of this study is to find the effect of restaurant brand image upon service quality, price acceptability, and revisit intention, and to propose the importance of brand image to operators and managers who manage restaurants. To accomplish the purpose of this study, sampling was taken among customers who visit six deluxe hotels and six family restaurants in Seoul. Six hundreds questionnaires were distributed to each hotel and restaurant and 487 valid samples were selected for statistical analysis. The questionnaire consists of 77 items about demographical characteristics, brand image, service quality, revisit intention, price acceptability, and spending patterns. SPSS WIN 10.0 was used for statistical analysis. A research model was built up and three null hypotheses were established. Based on theses research model and three null hypotheses, the test was conducted, and the results are as follows. Brand image has an effect upon service quality, and furthermore this can be preceding variable of service quality. Also Service quality has an effect upon price acceptability and revisit intention.

• Cartoon and Animation Studies
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• s.18
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• pp.89-101
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• 2010

This paper examined the effect of long-term ad campaign for building of brand identity and the relationship between brand identity as a viewpoint of a company and brand image in a viewpoint of consumers. As a result, it was revealed that advertising played an important role to make brand identity. In specific, a long-term ad campaign with a consistent concept and message was more effective for consumers to imbue clear and differential brand traits. In addition, it is discovered that the consistency and durability of advertising message for the advertised brand are contributed to consumers' positive attitude toward the brand. This result was revealed from the comparison of print advertisements for two brands-'Chamisul fresh' and 'Chumchurum', which are alcoholic brands on an intense competition in the same soju market in Korea. While Chumchurum has been consistently focused on one core trait for the brand, Chamisul fresh has been concentrated on multiple brand traits in the advertising campaign for four years since the brand had been launched.

• The Journal of the Korea Contents Association
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• v.11 no.8
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• pp.102-111
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• 2011

This paper aimed at smartphone applications of department store brands in order to examine the traits of applications for the brand image. The study carried out survey research with 114 smartphone users who experienced the application of a department store, assuming that the design, contents, ease of use, and community characteristics of the application would affect satisfaction and the brand image. This paper performed a confirmatory factor analysis, correlation analysis, and the test of a model using PLS. Results showed that the design and contents of the application affected the improvement of satisfaction and of a brand image, whereas ease of use did not affect satisfaction and brand image. Also, community was influential on satisfaction, whereas it was not influential on the improvement of a brand image. Satisfaction with the application showed a strong impact on the improvement of a brand image; thus, it was found necessary for upcoming brand applications to enhance satisfaction for building a positive brand image.