• Archives of design research
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• v.19 no.2 s.64
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• pp.151-162
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• 2006

The purpose of this thesis is to upgrade brand logo's equity by objective and professional evaluating tool. A brand logo is the main factor in making brand equity, but many times a brand logo is decided without objective judgment because making a logo is considered an intuitive process. To minimize the poor judgment by non-experts, a brand logo needs objective numerical grading tool. Thus, a brand logo is a factor in making a brand identity, not only brand image. That is why brand logo must be chosen by an expert's object judgment. The concrete method to obtain a objective, and at the same time professional grading tool which can De used for the developing and verifying process for a brand logo is as below-first, considering brand judgment from various angles through existing literature, I found various logo grading factors and then extracted them with professional identity designer's subjective consideration. second, applying extracted factors to actual logo grading, verify as a efficient design management tool

• Asia Marketing Journal
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• v.11 no.2
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• pp.149-172
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• 2009

Prior research has investigated different effects of brand performance information such as premium price information and market share information on brand equity components - quality perception and brand preference. It was shown that the differential effects of brand performance information could depend on product-related variables like product category concept and quality variation in the product category. In this study, we conducted an experiment to find out how personal characteristics such as self-construal, price perception and brand commitment could influence the effects of different types of brand performance information. The results show that individuals who have independent self-construal, favorable price perception and emotional commitment with the brand develop more favorable evaluation of the premium price performance information resulting in more positive evaluations of the brand. However, individuals who have interdependent self-construal, unfavorable price perception and cognitive commitment with the brand develop more favorable evaluation of the market share performance information resulting in more positive evaluations of the brand. We discuss the theoretical and practical implications of this study and its limitations, along with future research interests.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2007.05a
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• pp.132-135
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• 2007

본 연구에서는 브랜드 개성이 제품의 개성을 판단하는데 영향을 미치는가에 대하여 설문을 통해 살펴보았다. 동일한 제품에 대하여 개성이 상이한 브랜드가 적용되었을 경우 제품의 개성을 판단함에 있어 브랜드 개성의 특성이 반영되는지 여부를 확인하고자 하였다. 설문을 위하여 두 켤레의 신발을 준비하였으며 각각은 상징적인 측면이 강조된 여성용 하이힐 제품과 기능적인 측면이 강조된 운동화로 구성하였다. 각 제품에 대하여 명품브랜드(Versace), 일반 상용 브랜드(독일: C&A, 한국: 밀리오레), 그리고 브랜드가 부착되지 않은 총 6장의 사진을 준비하였다. 실험에 앞서 별도의 피험자들이 상기 사용된 브랜드들에 대하여 "frohlich/유쾌함(cheerful)", "ehrlich/정직함(honest)", "provokativ/도발적인(provocative)"의 형용사로 평가를 하였다. 본 실험에서는 실험참여자에게 각 신발들의 3가지 사진 중 무작위로 선정된 사진을 한 장씩 보여주고, 각각에 대해 브랜드 측정에 사용했던 동일한 평가항목을 이용하여 평가하도록 했다. 더불어, 본 연구는 개인주의 문화권에 비하여 집단주의 문화권에서 브랜드의 영향이 더 두드러지게 나타나는 지를 알아보기 위하여 독일의 만하임대학(Universitaet Mannheim)과 한국의 한국과학기술원(KAIST) 학생들을 위주로 설문을 실시하여 문화적 차이에 따른 브랜드 영향력을 비교하고자 하였다. 실험결과에서는 독일과 한국 모두에서 브랜드 개성이 제품 개성에 유의한 영향을 미치지 않는 것으로 나타났으나, 브랜드 개성이 제품의 기능적 측면(가격)에는 영향을 미치는 것으로 나타났다(p<.001).

• KAPE Magazine
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• s.148
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• pp.6-7
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• 2008

(사)소비자시민모임(회장 김재옥)은 품질이 우수한 축산물의 기준을 마련하여 소비자가 우수한 축산물브랜드를 선택할 수 있도록 지난 2004년부터 5년동안 "우수 축산물브랜드 인증 사업"을 실시하고 있따. '2009년 우수 축산물 인증브랜드'로는 모두 47개 브랜드가 선정됐으며, 이 가운데 42개는 2008년 우수 축산물브랜드로 선정된 후 2009년까지 인증이 연장되는 브랜드이고, 5개는 새롭게 2009년 우수 축산물브랜드로 선정된 브랜드이다.

• Science of Emotion and Sensibility
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• v.18 no.4
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• pp.87-98
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• 2015

As SPA brands are growing in Korean apparel markets, they are extending their well-established brands into new markets (i.e., SPA brand extensions). To investigate psychological mechanism underlying SPA brand extensions, this study conceptually proposed such consumer information processing of SPA brand extensions as (1) perception of similarity between SPA brand extensions and their original brands and (2) evaluations on the SPA brand extensions (i.e., attitude and purchase intent). For hypothetical SPA brand extensions (high, moderate and low similarity conditions), perceived similarity was measured by using a eye-tracker and evaluations were assessed by using a self-reported questionnaire. The results reveal that the amount of external information searching for SPA brand extensions was larger in the following order: moderate, low and high similarity conditions. The depth of SPA brand information processing was also deeper in the same order. Evaluations on SPA brand extensions were higher in high and moderate similarity conditions than in low similarity condition. The findings suggest that the evaluations are affected by perceived similarity and the amount of cognitive efforts in processing SPA brand extensions.

• The Journal of the Korea Contents Association
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• v.17 no.2
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• pp.656-677
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• 2017

This study aims to examine the effects of native advertising on consumer-brand relationship quality (BRQ) formation of the potential consumers in the context of an automotive brand. Specifically, the study verifies (1) whether the respondents cognize the content of native advertisement as an advertisement and (2) how the value dimensions of native advertising impact BRQ through brand attitude (BAT). To fulfill the purposes, the researchers categorized three types of advertisements (product, brand and non-commercial) and then showed three manipulated stimuli to potential consumers in the automotive market before measuring. The findings drawn from the 345 valid cases are as following. First, the rate of respondents' advertising recognition is low in the non-commercial advertisement, while it is high in ones of product and brand. Second, most of the respondents perceive less irritation toward the native ads, especially toward the non-commercial advertisement. Third, the entertainment and informativeness of native advertising positively influence BRQ, while the effect of irritation on BRQ is negative. Also, the effects of advertising value dimensions on BRQ are all mediated by BAT.

• Asia Marketing Journal
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• v.12 no.4
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• pp.1-25
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• 2011

Brand names are often considered as a part of product and important extrinsic cues of product evaluation, when consumers make purchasing decisions. For a company, brand names are also important assets. Building a strong brand name in the Chinese commonwealth is a main challenge for many global companies. One of the first problem global company has to face is how to translate English brand name into Chinese brand name. It is very difficult decision because of cultural and linguistic differences. Western languages are based on an alphabet phonetic system, whereas Chinese are based on ideogram. Chinese speakers are more likely to recall stimuli presented as brand names in visual rather than spoken recall, whereas English speakers are more likely to recall the names in spoken rather than in visual recall. We interpret these findings in terms of the fact that mental representations of verbal information in Chinese are coded primarily in a visual manner, whereas verbal information in English is coded by primarily in a phonological manner. A key linguistic differences that would affect the decision to standardize or localize when transferring English brand name to Chinese brand name is the writing system. Prior Chinese brand naming research suggests that popular Chinese naming translations foreign companies adopt are phonetic, semantic, and phonosemantic translation. The phonetic translation refers to the speech sound that is produced, such as the pronunciation of the brand name. The semantic translation involves the actual meaning of and association made with the brand name. The phonosemantic translation preserves the sound of the brand name and brand meaning. Prior brand naming research has dealt with word-level analysis in examining English brand name that are desirable for improving memorability. We predict Chinese brand name suggestiveness with different translation methods lead to different levels of consumers' evaluations. This research investigates the structural linguistic characteristics of the Chinese language and its impact on the brand name evaluation. Otherwise purpose of this study is to examine the effect of brand concept on the evaluation of brand name. We also want to examine whether the evaluation is moderated by Chinese translation types. 178 Taiwanese participants were recruited for the research. The following findings are from the empirical analysis on the hypotheses established in this study. In the functional brand concept, participants in Chinese translation by semantic were likely to evaluate positively than Chinese translation by phonetic. On the contrary, in the symbolic brand concept condition, participants in Chinese translation by phonetic evaluated positively than by semantic. And then, we found Chinese translation by phonosemantic was most favorable evaluations regardless of brand concept. The implications of these findings are discussed for Chinese commonwealth marketers with respect to brand name strategies. The proposed model helps companies to effectively select brand name, making it highly applicable for academia and practitioner. name and brand meaning. Prior brand naming research has dealt with word-level analysis in examining English brand name that are desirable for improving memorability. We predict Chinese brand name suggestiveness with different translation methods lead to different levels of consumers' evaluations. This research investigates the structural linguistic characteristics of the Chinese language and its impact on the brand name evaluation. Otherwise purpose of this study is to examine the effect of brand concept on the evaluation of brand name. We also want to examine whether the evaluation is moderated by Chinese translation types. 178 Taiwanese participants were recruited for the research. The following findings are from the empirical analysis on the hypotheses established in this study. In the functional brand concept, participants in Chinese translation by semantic were likely to evaluate positively than Chinese translation by phonetic. On the contrary, in the symbolic brand concept condition, participants in Chinese translation by phonetic evaluated positively than by semantic. And then, we found Chinese translation by phonosemantic was most favorable evaluations regardless of brand concept. The implications of these findings are discussed for Chinese commonwealth marketers with respect to brand name strategies. The proposed model helps companies to effectively select brand name, making it highly applicable for academia and practitioner.

• KAPE Magazine
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• s.135
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• pp.4-5
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• 2007

농림부는 한미 FTA 타결 등 수입개방에 적극적으로 대응하기 위해 '축산물 브랜드 발전대책'을 대폭 강화하여 브랜드의 체질개선에 나선다고 밝혔다. 국내 축산물 브랜드의 통합.규모화.품질고급화 등 체질개선을 통해 브랜드육이 시장에서 성공적으로 정착하도록 한다는 것이다.

• The Journal of the Korea Contents Association
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• v.15 no.7
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• pp.389-402
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• 2015

Due to tough competition among social network services, technological specification alone could not be an adoption factor by the users. Instead, emotional factors such as a brand image and feeling towards an SNS brand became important factors in service differentiation. This study examined Korean young users perception of brand personalities of three social network services, Facebook, Kakao Story, and Band. It also analyzed the influence of the perception of brand personality, brand-self-image congruence, and brand affect on brand recommendation to others. The authors conducted a survey of Korean college students. The results indicate that SNS users perceived three SNS's brand personalities differently, and the positive perception of an SNS service has a positive effect on brand recommendation. Brand personality, brand-self-image congruence, and brand affect combined determine brand recommendation. When the brand personality variable is statistically controlled, brand affect has strong effect on brand recommendation.

• Science of Emotion and Sensibility
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• v.13 no.3
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• pp.493-500
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• 2010

The development of new technology and diversity in user needs lead mobile phone manufacturers to establish new strategies different from the existing for user attraction. Product identity, and brand image are major strategies for differentiation and adding new values to a product. This research starts with stating emotional brand image as the brand image made by the actual usage and the emotion built from the experience while using the product. This research will compare emotional brand image of the three major mobile phone manufactures in Korea (Brand A, C, and S) using evaluation of six representative emotions from users while using the product. The result of evaluating actual mobile phone users and the emotion built while actually using the product showed the brand image, and especially the emotional side of Korean mobile phone manufacturers. The result of this research itself would not be sufficient to simply state the emotional brand image of Korean mobile phone manufactures, but with further research including age, profession, gender and other demographic factors the result of this research would surely be able to abstract a clearer view of emotional brand image of Korean mobile phone manufactures.