• Digital Contents
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• no.10 s.65
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• pp.74-77
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• 1998

브랜드 네이밍의 중요성이 점점 부각되는 지금, 체계적인 브랜드 네이밍을 통해 적은 비용으로 큰 광고효과를 보길 원하는 IP업체들이 많이 생겨나고 있다. 21세기 마케팅 경쟁환경은 시장이 아니라 소비자의 머리속을 꿰뚫어 봐야한다. IP브랜드네임을 통해 PC통신 소비자의 머리속에 떠오르는 연상은 바로 그 IP상품의 브랜드 이미지로 직결되며, 그 이미지에 따라 IP상품의 성공여부가 결정되기 때문이다. 이번호에는 IP네이밍 브랜드와 카피라이팅 방법에 대해 알아 보려고 한다.

• Journal of Global Scholars of Marketing Science
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• v.11
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• pp.59-78
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• 2003

Thus the purpose of this study is to determine how the brand equity is formed in the psychological process of customers by reviewing previous studies of relations between marketing factors influencing the formation and elements for the formation. Results of the study and their suggestions can be summarized as follows. First, among precedent factors required for the formation of the brand equity, advertisement was found having positive effects on both brand awareness and brand image irrespective of the two groups, or high and low involvement groups. Sales promotion did not have any effects on both brand awareness and brand image in the low involvement group while positively affecting brand awareness in the high involvement group. Distribution intensity was found having effects on both brand awareness and brand image in all of the two groups. Second, relations between brand awareness and brand image showed that the former has effects on the latter in both high and low involvement groups. This suggests that brand awareness plays a role in associating brand image. Third, relations among brand awareness, brand image and brand preference showed that both of the former twos influence the other in the high involvement group and that brand awareness cannot influence brand preference in the low involvement group. Fourth, relations between brand preference and brand loyalty showed that the former has effects on the former in both high and low involvement groups. This suggests that there is little possibility for consumers preferring specific brands to turn to other brands which have advantages such as price discount and gift presentation.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.15 no.5
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• pp.235-243
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• 2020

The more consumers feel the brand as authentic, the better the brand image and the higher the purchase intention, so companies actively seek to build brand authenticity. On the other hand, the quality of products perceived by consumers comprehensively in consideration of various factors such as performance, durability, and materials can affect brand authenticity. The purpose of this study is to present useful implications by building a research model for quality and brand authenticity from a marketing point of view, and empirical analysis. For this, product quality and brand authenticity were theoretically defined, the relationship between them was identified, and ultimately the influence of these concepts on brand image was examined. In detail, a survey was conducted on a total of 286 consumers to find out the quality of the product, authenticity of the brand, and brand image, and the product to be surveyed was S20, the latest mobile phone of S Electronics. As a result of empirical analysis, although quality had a statistically significant positive effect on brand authenticity, the degree was not greater than expected. In addition, quality had a statistically significant positive effect on brand image, and its degree was large, but when quality and brand authenticity were considered together, it was found that the regression coefficient of brand authenticity was larger than that of quality. This means a partial mediating effect of brand authenticity. Therefore, in order to enhance the brand image and purchase intention of SMEs/Venture companies, a strategy that build brand authenticity simultaneously in consideration of the components presented in this study will be more effective than a strategy that focuses only on quality. This study proposes a variety of theoretical and practical implications by empirically examining the relationship between brand authenticity and brand image perceived by consumers through quality from a marketing perspective, based on a research model that was not discussed in previous studies. In particular, this study proposes a plan to build brand authenticity from the perspective of SMEs/Ventures.

• Journal of Nutrition and Health
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• v.50 no.3
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• pp.302-311
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• 2017

Purpose: The aim of this study was to determine the effects of brand image of baby food on brand relationship quality and reuse intentions. Methods: A total of 211 questionnaires completed by customers who bought Brand B baby food were obtained from empirical research. SPSS 22.0 and AMOS 23.0 were employed for statistical analysis. Results: Customers perceived Brand B baby food as "Convenient", "Professional", "Reliable", "Famous", and "Healthy". Overall, the results indicate that perceived image for Brand B baby food had a significantly positive effect on brand relationship quality in terms of self-concept connection, commitment, and partner quality and intimacy. In addition, commitment and partner quality and intimacy had significantly positive effects on reuse intentions for Brand B baby food. Conclusion: The results of this study reveal the importance of brand image in baby food to improve brand relationship quality in terms of commitment and partner quality and intimacy as well as reuse intentions. Therefore, it is necessary to recognize positive brand image as a key factor in forming relationships between consumers and brands as well as search for ways to apply marketing strategies based on brand image.

• The Monthly Technology and Standards
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• s.65
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• pp.13-14
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• 2007

도시의 이미지가 브랜드로 발전하려면, 그것이 보장하는 삶의 품질이 있어야 한다. 도시의 이미지를 바꾸는 초고층 건물도 좋지만, 이제는 우리가 좋아할 수 있는 도시의 브랜드를 만들어야 하지 않을까?

• The Journal of the Korea Contents Association
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• v.22 no.5
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• pp.155-164
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• 2022

The purpose of this study is to understand the brand effectiveness of the small enterprise succession policy. small enterprise have a close relationship with consumers, it is necessary to examine the consumer effects of authentication policies. Therefore, the policy itself was identified as a brand, and the influence between brand image, attitude, and loyalty was attempted. As a result of the study, it was found that the brand image of the two factors of the policy had a positive effect on attitude and loyalty. Based on the research results, the necessity of evaluating policies from a business perspective was suggested. Above all, it will be meaningful in applying the concept of a brand to the policies used by consumers and examining the effects.

• Journal of Digital Convergence
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• v.16 no.7
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• pp.145-151
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• 2018

This paper is a study on city brand development which is increasingly interested as a means to enhance the attractiveness of the city. the previous research, the design of city brand identity was an application from the internal stakeholder's point of view related to the metropolitan government. However, in the present study, we tried to take a external approach that perceptions and designs city brands from the related to the consumer. For the purpose of research, based on previous studies, we extracted three images of leading, stable and amusing city brand images and prepared three scenarios for the imaginary city as experimental stimuli. The results showed that the overall city brand attitude, residence intention, and tourism intention to the imaginary city were significantly different according to the leading, stability and amusement brand image. According to the results of this study, it is necessary to continuously effort the development of city brand image which is perceived by consumers in order to differentiate city.

• Journal of Applied Tourism Food and Beverage Management and Research
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• v.16 no.1
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• pp.43-69
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• 2005

Generally, brand is the title for discriminating their own goods and service from other competitive company, brand-image means customer's good and bad affection or loyalty the brand of specific company. Customers often choose the goods according to the value of goods brand. In terms of this viewpoint, the value of company's brand is very important factor to the company's success. Brand-image also effects customers on selling company's goods. Specially, to the hotel business that should ensure lots of customer for a long period with the interest and credit of customers, its brand-image is more significant. What the image is looked upon as a important factor in marketing is due to the difficulty of discrimination against goods standardized in price and quality. Therefore, the company's image acts as a more important marketing factor in the high industrial society. Also it means a lot to the customer's purchasing behavior. When the company's brand-image is recognized or discriminated, customer's memory is longer and customer's reliability is raised than other company's advertisement and public information. Nowadays, most of hotels are perceiving the importance on their own brand-image but in the lack of deep study and systematic strategy in reality. The purpose of this study is to research the effect on customer's purchasing intention of hotel brand-image and choice-attribution. The empirical research has been done from 23April, 2004 to 20May, 2004. Data were collected from general customers who are using hotel located in Taegu. In conclusion, hotel brand-image depends highly on, the service quality of hotel staff and reputation of hotel. Besides, this acts on customer's hotel choice decisively.

• 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.

• The Journal of the Korea Contents Association
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• v.12 no.2
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• pp.439-452
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• 2012

This study is to analyse which tourism marketing communication influences on the tourism destination brand equity. Three factors of advertising, publicity, and the words of mouth of tourism destinations were set as tourism marketing communication in order to understand effects of tourism marketing communication on tourism destination brand equity, and tourism destination brand equity was deducted as three factors of brand awareness, brand image, and brand loyalty in order to understand each influential relationship. As a result of empirical analysis, advertising and publicity of tourism destination have positive influence on brand image and words of mouth about tourism destination has positive influence on all brand awareness and brand image. Brand awareness and brand image both have significant effect on brand loyalty, and it was verified that words of mouth about tourism destination among factors of tourism marketing communication has the highest influence.