• Proceedings of the Korean Association for Survey Research Conference
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• 2002.11a
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• pp.225-240
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• 2002

본 연구의 목적은 인터넷 자료의 신뢰성을 검토한 후 브랜드가치를 평가하는 새로운 접근 방법으로 브랜드파워 지수를 개발함으로써 인터넷으로부터 수집된 자료의 활용 방안을 검토해 보는 것이다. 브랜드파워 지수의 개발에 필요한 자료로 인터넷 사이트의 브랜드주가 자료와 인터넷조사 자료를 이용하였다. 브랜드주가 자료와 실증시의 주가 자료와의 상관관계를 검토하여 자료의 신뢰성을 확인하고 인터넷조사의 결과를 결합하여 상대적 개념의 브랜드파워 지수를 산출하여 브랜드 가치를 평가해 보았다.

• Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology
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• v.7 no.1
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• pp.35-44
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• 2017

In this paper, we attempt to investigate the moderating effect of brand power on the effect of in-flight service quality on customer satisfaction and recommendation in the aviation industry. The results were as follows. First, in the case of high brand power FSC(full service carriers), the cost-to-benefit ratio as well as all other flight service properties influence to customer satisfaction. However, in the case of low brand power FSC, the cost-to-benefit ratio showed a greater impact of customer satisfaction compared to other in-flight services. Second, as in the case of customer satisfaction, while the cost-to-benefit ratio more influence to customer recommendation than other in-flight services in low brand power FSC, the cost-to-benefit ratio as well as all other flight service properties influence to customer recommendation together in high brand power FSC. Therefore, low brand power FSC required tit-for-tat strategy against to LCC(low cost carriers) by pursuing disruptive innovation for price. And high brand power FSC required sustaining innovation strategy through improving flight services.

• Proceedings of the Korean Institute Of Construction Engineering and Management
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• autumn
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• pp.238-241
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• 2003

Recently, construction companies is briskly doing brand marketing investment through the housing brand development. The importance of brand asset is increasing, the brand management is time to set for strong brand. But brand asset management so far has been done in manufacturing and service industry, there is no discussion about housing brand asset management of construction companies. It is aware that how important brand is, but we can't present data for brand marketing investment owing to absence of brand asset management method. Therefore, the purpose of this paper is trying to deduce importance degree of brand asset composite factor through the brand power research. Also it is to present guideline about brand management strategy.

• Journal of Korea Port Economic Association
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• v.27 no.2
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• pp.111-136
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• 2011

This article aims to reveal the relative influences to the Brand Power and Performance of Factors that comprise the port brand assets in order to control and manage the ports. And also this Paper want to suggest the useful strategies and implications for the improvement of Brand Power by comparing the level of brand competitiveness of Incheon Port with those of other Korean ports that are in competitive relation. In this research we can find out that the components of port brand asset are awareness level, image, service quality, and satisfaction of relation. And among those 4 factors, recognition level and satisfaction of relation are very significant relation factors for the loyalty in Incheon Port. In comparison study between Incheon and Pyungtack Ports, satisfaction of relation is revealed as especially significant factor for the customers that show highly effective management performances and we can find that, in Busan Port, image and service quality are significant as well.

• Science of Emotion and Sensibility
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• v.10 no.1
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• pp.49-53
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• 2007

This study investigated how product attributes(aesthetics and function) and brand power influence consumers' product liking and quality evaluations. Results suggest that subjects evaluated higher no brand product than low brand product. Specifically brand power exhibits no significant influence in emotional product.

• Archives of design research
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• v.15 no.1
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• pp.213-224
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• 2002

We've already living our lives in the 21s1 century. This century, even alone, means enormous changes and innovations. Namely, we have been encountering various forms of generation changes such as digital generation, globalization generation, consumer generation, and brand power generation. Among these, there have been extraordinary changes in consumers and the environment of consumer market, and it is noteworthy of paying attention to the transition of the leader of the consumer market from producers to consumers. Such changes will affect not only all fields related to market environment but also entire fields including future products and sales. Hereupon, it is intended to foresee and analyze the trend in the consumer market of the 21st century and investigate changes in the consumer market and the environment of consumers. Also, the world has brought a single space of economy along with globalization and the era of self-imposed competition, and multi-national enterprises have emerged and, at the same time, their brands can be seen around the world. Hence, they have been trying to maintain their own power brands for the century. In the past, brand meant the name of a product in general. But, in the present, it has another meaning such that the brand itself provides psychological satisfaction and trustworthiness. Hereupon, this study intends to foresee changes in the trend of the consumer market of the 21s1 century, to ,outlook the trend of the consumer market along with study of power brand strategies, and to pursue creative strategies for power brand.

• Survey Research
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• v.4 no.1
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• pp.49-71
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• 2003

The main purpose of this study was to propose new approaches for brand valuation using internet data. Data, which are necessary to evaluate the brand power, were consisted of the brand stock price data and the surveyed data through the internet. In this paper we examined the applicability of the internet data using correlation analysis between the brand stock price and the real stock price. We proposed new methods for relative evaluation of the brand power combining the brand stock price data with the surveyed data.

• International Area Studies Review
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• v.16 no.3
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• pp.181-207
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• 2012

This study explores and examines the impacts of the cultural characters on the brand attitude of Chinese regional consumers. This study used the 1,500 sample sized data collected from three major cities: Beijing, Shanghai and Guangzhou. We investigate that power distance, individualism/collectivism, uncertainty avoidance and long-orientation are statistically different across cities. The empirical studies show that individualism/collectivism and uncertainty avoidance have significant impacts on the brand attitude of Chinese regional consumers. We tested that the relationship between the brand power and the brand attitude is moderated by individualism/collectivism, the results indicate that the effect of the brand power on the brand attitude is moderated by uncertainty avoidance. These results imply that Chinese consumers' culture character of individualism/collectivism and uncertainty avoidance moderate their brand attitude. Based on this results, We suggested some implications for further market segmentation strategy, brand marketing strategy, and Chinese regional consumer culture research.

• Asia Marketing Journal
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• v.6 no.3
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• pp.99-121
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• 2004

Using Keller's customer-based brand equity framework, we attempt to understand and analyze marketing efforts that Pigeon has made to build the most valuable brand in the fabric softner marketing over the last 25 years. Our analysis revealed that first, Pigeon has developed and executed its brand system, brand elements, and marketing programs in a consistent and complementary way. Second, Pigeon's dedication to R&D as well as to customer needs has enabled it to offer a series of successful products with high quality and great value. Third, Pigeon has made good use of both scientific and intuitive approaches in the strategic management process. Lastly, the power leadership of the top management and its emphasis on personnel made a significant contribution to the success of Pigeon.

• Proceedings of the KAIS Fall Conference
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• 2012.05a
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• pp.162-165
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• 2012

브랜드는 장기적으로 꾸준히 육성하고 쌓아나가는 자산과 같은 개념이다. 한국능률협회컨설팅(KMAC)이 주관하는 한국산업의 브랜드파워(K-BPI) 조사결과, 소비재 일반부분 중 종합문구부문에서 모닝글로리는 11년 연속 1위로 소비재일반 카테고리에서 가장 로열티가 높은 브랜드 최상위 권을 유지하고 있다. 브랜드 가치 평가의 구성요소를 추출한 후, 모닝글로리 브랜드의 주요 특징을 정리하여 현 브랜드 환경을 살펴봄으로써 본 연구는 브랜드 정책의 방향을 수립하는 데에 지침이 될 것이다.