• Asia Marketing Journal
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• v.7 no.3
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• pp.29-51
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• 2005

The present study extends Alden et al.'s (Alden, Steenkamp, and Batra 1999) study of cultural brand positioning through advertising, in which global cultural positioning is distinguished from foreign cultural positioning and local cultural positioning. The present study explores differences in the brand personality between global cultural positioning ads and local cultural positioning ads and investigates the effect of each type of cultural positioning strategy on the brand attitude. A content analysis was conducted for the Chinese print advertisements of Korean brands in order to examine the brand personalities developed by each type of cultural positioning strategy. Substantial differences in the brand personality were not found between the cultural positioning strategies. An experiment was conducted using Chinese consumers in order to test the effect of the cultural positioning strategy on the brand attitude. The global cultural positioning was found to be more effective than the local cultural positioning in general, and the Korean cultural positioning was found to be more effective than the local cultural positioning only for the younger consumers.

• The Journal of the Korea Contents Association
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• v.13 no.8
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• pp.334-347
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• 2013

This study aimed to develop positioning strategies through the preparation of a positioning map by introducing brand personality to online shopping malls. Such a study will be able to furnish useful information for establishing differentiated marketing strategies in the online shopping mall market, which has faced fierce competition. For research subjects, the study was aimed at students who were attending S college in the Busan region. The results of an empirical analysis are as follows. The brand personality of online shopping malls were deduced to be the following factors: "competence refinement", "vitality", "intimateness", and "reliability". Then the study prepared a positioning map with these assessment attributes. As a result, there were mutually significant differences among competitive shopping malls in the positioning of consumers. The most differentiated attributes in the perception of the entire group were discovered to be "intimateness" and "vitality", whereas the least differentiated attribute was found to be "reliability". In addition, also in terms of the preference and ideal points for online shopping malls in accordance with brand personality between the entire group and segmented groups, there were mutually significant differences.

• Culinary science and hospitality research
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• v.21 no.4
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• pp.339-348
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• 2015

The purpose of this study is to suggest positioning strategy according to franchising family restaurant brands. Discriminant Analysis was utilized to suggest methodological framework that seeks to find their relative positions in the family restaurant brands. As a result, the results show that five factors (employee service, physical environment, marketing, accessibility, and food quality) were extracted from Exploratory Factor Analysis that contains twenty three questions related to service quality of family restaurant. Second, Discriminant Analysis revealed that three factors out of five including employee service, physical environment, and accessibility showed the highest discriminant power. Based on the three factors, positioning maps were made and the location of four brands were identified. Third, service quality, satisfaction, and willingness had a significant influence on revisit intention.

• Journal of Fashion Business
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• v.9 no.5
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• pp.96-113
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• 2005

The purpose of this study was to examine acutely effective marketing strategies for bridge line imported handbag brands in order to succeed in launch and establishment in local market. Based on the successful bridge line imported handbag brands status in local market, this selected the brands, "LeSprotsac", "Longchamp", "Sequoia" that execute brand strategy including positioning strategies such as basic concept, prices, materials, promotion, distributions in order to succeed in local launching. For corroborate analysis, three staffs in each brands, consecutive in-person interviews and continuous telephone interviews, mail survey were used for this study. The results were as follows; First, differentiate brand positioning strategy that has considered accurate analysis of niche market and domestic market environment when brand launch effects on brand value enhancement. Second, marketing mix activity based on positioning strategy effects on establishing brand image and spreading brand awareness. Third, marketing activity based on positioning strategy should be executed based on consistent brand strategy.

• Archives of design research
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• v.16 no.1
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• pp.169-180
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• 2003

Multinational brands have rapidly penetrated into the domestic dining business and their brands are increasingly recognized by Koreans. Considering fast-food as a kind of brand product, we attempt to investigate recognition of brands and association by images with the focus on visual identity. The economic value has been reevaluated with more attention on brand images and brand identity. The purpose of the current paper is to find out the meaning of brand association in the fast-food industry. Fast-food business has been rapidly increasing thanks to quick sonics, convenience, relatively low price, equalized quality of food and service. Most fast-food restaurants are run under franchised system. This helps enhance the recognition of brands among customers. We intend to see whether there is significant relationship between customers' preference of brands and brand images. We also aim to seek for their problems of identity in the merchandising process for brand colors. We hope to help develop Korean franchise industry by asking how association by visual Images such as colors and figures of such brands takes place.

• Proceedings of the Korean DIstribution Association Conference
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• 2005.11a
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• pp.171-187
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• 2005

• Proceedings of the Korea Contents Association Conference
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• 2017.05a
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• pp.247-248
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• 2017

병원들의 대형화와 전문 진료를 내세워 병원 브랜드 강화에 힘쓰는 병원들이 늘어나면서 병원에서의 마케팅이 필요하게 됐다. 본 연구는 중소병원(300병상이하 종합병원과 병원을 말함.)의 고객접점을 파악하여 효율적이고 효과적인 브랜드 개발이 가능한 중소병원 브랜드디자인 표현 포지셔닝 전략(기업이나 제품에 대하여 위상을 정립하고, 소비자들에게 자사 제품의 정확한 위치를 인식시키는 것이다.)을 제공하고자 한다.

• Journal of Digital Convergence
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• v.14 no.8
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• pp.127-136
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• 2016

This paper focuses on proposing an alternative solution via identifying the problems that domestic popular magazines encounter in the context of the recession crisis faced by printed media in accordance with the advent of the digital media era. Firstly, current-state investigation and in-depth interviews with editorial staff of the major 4 domestic women's magazines were conducted to analyze their brand positioning and change of direction in facing the rise of smart devices. Secondly, domestic women's magazines were compared with international popular magazines that have been successfully undergoing digitalization. Accordingly, domestic women's magazines lack the know-how to digitalize their publication and show limitations in collaboration, openness, trans-media, and cross-media. As most women's magazines are unprofessionally composed of gossip articles having popular appeal rather than practicality, it is an urgent issue for them to differentiate their contents from competitors.

• Culinary science and hospitality research
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• v.23 no.2
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• pp.11-22
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• 2017

This study is focused on five franchise snack bars to create an effective marketing strategy by analyzing the competitive relationships among them and by grasping selection properties that satisfy customers. Discriminant Analysis was utilized to suggest methodological frameworks, and the results show three factors (food quality, employees' service, and physical environment) were extracted that contains twenty five questions. A one-way analysis of variance (ANOVA) was carried out in order to verify if there were statistically meaningful differences in the Franchise snack bars, and post hoc comparisons were conducted using the Duncan method. In addition, Multidimensional Scaling (MDS) was used to measure brand similarity, selection attributes, and brand preferences. The results of the analysis show that Addal had the highest scores on average in all three factors (food quality, employees' service, and physical environment), Bong-Gus Babberger had two higher scored factors (employees' service and physical environment) than the average, and Gobongmin kimbab had also two higher scored factors (food quality and physical environment) than the average. Kimbab chunguk appeared to have lower scores than the average in all three factors (food quality, employees's service, and physical environment). The findings of this study provide a useful positioning map of competitiveness among five brands and offer practical marketing proposals.

• International Commerce and Information Review
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• v.14 no.2
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• pp.121-145
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• 2012

This research was performed to review the marketing PR(MPR) strategy to build the brand image of Chungnam tourism for the inducement of foreign tourist. Because each local governments are looking for the industries of new growth power from the tourism industry recently, we applied the BI strategy of Chungnam tourism with expended BLC model and GRID model after we analyzed the variety of PR situation and tasks to build the Chungnam tourism's brand image in the competitive domestic and foreign tourism industry. In the result of the study, we set up the limited brand image of Chungnam tourism newly; also we derived a specific action plan. First of all, they need every possible means for Brand Awareness PR, Issue PR, Brand Loyalty PR, etc. depend on brand life cycle with the Chungnam's tourism service products. Secondly, for the each tourism service products, it is requiring to repositioning from present position (B, C, D area) to A area by MPR strategy. Finally, many additional MPR strategies should put in to support for building the brand image for the 'Tourism Chungnam'. The strategic SNS public relations are required with considerations of items that are necessarily need to have the reasons and circumstances for the new foreign tourists, so they can have experiences for the Chungnam Tourism. For the existing foreign tourists, we should keep to build relationship in order to give them trusts and to feel sympathy.