• Journal of the Korean association of regional geographers
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• v.17 no.6
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• pp.726-737
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• 2011

This study reviews in detail the background of the establishment of 'Medicity Daegu', new city brand of Daegu Metropolitan City. This study also analyses both passive and active aspects of place image named 'Medicity Daegu'. To reveal passive images toward the city's new brand name, this study examines the perception of university students in Daegu Metropolitan City. On the other hand, active images are explored by analyzing strategies the city government and research institutes has adopted for the image-making and examining diverse landscapes and events the city have taken place. It was expected in the first place that the new image could help the city make more competitive, and boost its regional economy through the spread of the new city image. However, the city has currently faced difficulties to spread the new city image and has a limitation to acquire uniquely distinctive image because of overlapped images pursued by other city governments in the fields of medical industry and medical services. Some considerations are then suggested regarding the current status of the image of "Medicity Daegu".

• Journal of Korea Entertainment Industry Association
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• v.15 no.5
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• pp.115-128
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• 2021

The purpose of this study is to examine the importance and satisfaction perceived in the purchase of goods and the use of a court in badminton club members. The results will be used for basic data to increase club members and present the methods to activate badminton. The survey on goods, price, programs, facilities, staff, and publicity was conducted. The IPA matrix was applied for data processing. The following conclusions were drawn. First, as a result of analyzing the ranking of importance and satisfaction, the first place of importance was coach's professionalism of staff factors, followed by safety of facility factors and program contents and effects of program factors. The first place of satisfaction was cleanliness and management of facility factors, followed by coach's professionalism of staff factors and staff's kindness of staff factors. Second, as a result of the IPA matrix of importance and satisfaction, Quadrant I included appropriateness of training time and program contents and effect of program factors, parking size and cleanliness and management of facility factors, coach's professionalism and staff's service attitude of staff factors, and customer service and complaint resolution of publicity factors. Quadrant II showed appropriateness of price, value for money, and discount policy of price factors and materials and design of goods factors. Quadrant III included excellent customer service of goods of goods factors, various program construction of program factors, court location and accessibility, and various convenient facilities of facility factors, and various publicity and event programs, website construction, and various publicity strategies of publicity factors. Quadrant IV showed brand value of goods, awareness, and brand specialty of goods of goods factors.

• Proceedings of the KAIS Fall Conference
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• 2009.05a
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• pp.777-780
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• 2009

제주를 대표하는 지역특산품인 '감귤'이 최근 소비 감소, 수입 개방 확대 등으로 인해 어려운 시기를 겪고 있다. 본 논문에서는 이를 극복하기 위해서 '생글생귤'이라는 제주 감귤을 위한 고유한 브랜드를 창출해냄으로써 차별화를 통해 경쟁력을 제고 하고자 하였다. 또한 이를 홍보하기 위한 수단으로 웹진을 제작하여 감귤의 주요 품목에 대한 정보, 몸에 맞는 감귤 추천 콘텐츠, 감귤 선물 상자 판매 등 다양한 정보를 소비자에게 제공한다.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.13 no.2
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• pp.575-582
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• 2012

The focus on the tourism development after executing the local self-governing system has been changed into a software from a hardware. Especially, the local self-governing bodies in recent years have found their local attractions, and then made them into the tourist contents (branded as a kind of commercial article) which can represent their local culture and environment. They are positively making the most of the contents for their public relations. But, as the tourist contents are used as a limited form, they need to be developed as a city brand which is comprehensive and unifying. Accordingly, in this paper, the C-city was selected as an example. and a city brand of C-city was made on the basis of the tourist contents.

• Journal of Digital Convergence
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• v.16 no.7
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• pp.401-408
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• 2018

In the past years, the influx of Korean tourists to international destinations has seen a significant rise, especially in non-Asian countries. However, Mexico is still far from a popular destination to the average Korean tourist. Using Keller's brand equity model, this paper researches Koreans' opinions and general brand image of Mexico in an attempt to identify both the positive and negative perceptions they have of this country. Keller's brand model analyses four different levels of engagement between the customers and the brand. We want to know the degree to which Koreans have been engaged in Mexico as a brand nation and as a tourist destination. Research findings through this study will reveal the needs and insights that offer opportunities relevant for the planning, creation, design and development of new approaches for Mexico's nation brand promotion.

• The Journal of the Convergence on Culture Technology
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• v.8 no.6
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• pp.449-454
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• 2022

This study was conducted as a case study to examine the characteristics and differences from the storytelling defined in the previous research through an analysis of the storytelling of brand campaigns appearing on the digital platform and to explore them. The results of the Seven Bridges brand campaign conducted by Busan City for eight months from September 2021 to May 2022 were as follows. First, storytelling that can be interpreted in various ways for individual users was conducted. Second, storytelling was composed of four stages based on social media marketing. Third, it was possible to establish a storytelling hierarchy that exposes the story in consideration of the marketing funnel. Through the case, it was possible to examine the recent brand campaign's storytelling as a framework that can be interpreted in various ways, focusing on social media.

• Smart Media Journal
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• v.12 no.11
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• pp.86-94
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• 2023

In recent years, advertisements and brand promotions using virtual influencer have been actively conducted, and this study focused on the characteristics of virtual influencer, including Attractiveness, to examine the Attractiveness of virtual influencer through previous studies and to test the hypothesis that Attractiveness has an effect on Brand attitude and Advertising attitude when mediated by Immersion. For this purpose, data were collected from university students who experienced marketing contents using virtual influencer, and Process macro was conducted to analyse the mediating effect. The results showed that virtual influencer Attractiveness partially mediated the relationship between Brand attitude and Advertising attitude. These results suggest that virtual influencer Attractiveness not only affects Brand attitude and Advertising attitude, but also positively increases consumer attitude when mediated by Immersion. This study has both academic and practical implications by examining the mediating effect of Immersion on the effect of virtual influencer Attractiveness on consumer attitudes.

• Proceedings of the Korean Society of Food and Cookery Science Conference
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• 2003.05a
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• pp.99-99
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• 2003

본 연구는 한과의 이용 중대와 대중화를 위한 방안을 모색해 보고자 한과 구입 시 다양한 상품화 요소가 구매에 미치는 영향을 알아보았다. 한과의 상품화요인인 품질, 포장, 홍보, 브랜드화, 가격에 대한 설문 조사를 통해 한과에 대한 인식과 관심도, 이용실태와 그리고 각 상품화요인들의 성별, 연령, 학력별, 소득별 차이여부와 상품화요소와 한과구매와의 관계를 분석하였다. (중략)

• Proceedings of the KAIS Fall Conference
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• 2012.05a
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• pp.169-172
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• 2012

본 연구는 지식경제부 지역연고육성산업인 보령머드는 2011년에 참여기업인 전문마케팅사인 인포마스터(주)의 주도로 SNS마케팅을 시도하였다. 국내외 SNS마케팅 업체 중에서 국내 토종 브랜드인 위메프를 선택하였고, 연말 크리스마스 특별전의 형태로 새로운 시대에 부합하는 신매체 마케팅을 단행하였다. 홍보적 측면과 광고적 측면에서 새로운 매체를 통한 공격적 마케팅을 통하여 12,741,540건의 노출, 3,691건의 클릭, 노출대비 구매 전환율은 0.62%의 성과를 획득하였다. 이것을 기반으로 향후 보령머드의 마케팅에 있어서 중요한 진단도구로 활용될 것이다.

• Digital Contents
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• no.1 s.116
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• pp.58-64
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• 2003

SK텔레콤과 KTF는 각각 3세대 이동통신의 주도권을 놓고 일대 격돌을 벌일 조짐이다. SK텔레콤의 EV-DO 서비스인 '준(JUNE}'의 선공에 KTF가 '핌(fimm)'을 앞세워 양 강 대결을 가속화 하고 있다. SK텔레콤과 KTF가 내년부터 본격화될 것으로 이는 cdma2000 1x EV-DO와 WCDMA 시대에 대비하기 위해 브랜드 전략을 새롭게 수립하고 홍보전에 뛰어들었다. SK텔레콤은 엔터테인먼트 중심으로, KTF는 실용성이 강한 인프라성 콘텐츠와 멀티미디어 메시징서비스(MMS)로 차세대 주도권을 잡기 위해 분주히 움직이고 있다. '유비쿼터스' 시대를 맞아 누구보다 앞장서 뛰고 있는 곳이 바로 이동통신 서비스업체들이다. 언제 어디서나 휴대 단말기로 인터넷에 접속, 멀티미디어를 즐길수 있는 3세대 이동통신 서비스로 승부를 낸다는 전략이다.