• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2008.10a
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• pp.17-20
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• 2008

리테일 브랜딩은 자사 브랜드의 아이덴티티를 소비자가 직접 체험하고 교감할 수 있는 공간을 제공하는 새로운 개념의 공간 마케팅 전략이다. 각 기업들은 광고 등을 통한 단순한 브랜드의 이미지 주입보다는 리테일 브랜딩 공간 제공에 주목하고 있다. 본 연구의 목적은 리테일 브랜딩이 적용한 사례의 분석을 통해 리테일 브랜딩 공간 유형을 도출하여 리테일 브랜딩 공간 마케팅의 기초자료를 마련하고자 한다.

• The Journal of the Korea Contents Association
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• v.20 no.1
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• pp.165-179
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• 2020

This study critically examines and conceptually discuss the new theoretical trend of nation branding strategies and explores implications for Korean nation branding policy. Korea is known to be one of the countries who has competitively invested governmental efforts on nation branding. However, over the past two decades, while interactive academic discussions on nation brand were taking place and expanding in various fields and areas, related Korean literature did not pay much attention to increasing its conceptual understanding and development. Instead, studies on nation branding in the Korean context remained its focus on instrumental and economic aspects, leaving the theoretical discussion stagnant. In the Korean context, there was a tendency to regard nation branding as one of the political tools for national public and means for a short-term image marketing towards the foreign audience. To solve the undervaluation of Korea's nation brand and enhance its public image, there must be a revisit to its conceptual discussion. This study reviews various theoretical perspectives and paradigms on recent trends of nation branding, and re-conceptualize nation branding as the continuous interactive relations among 'national identity'-'nation brand'-'nation image'. In particular, by discussing the 'relationship building' approach, which is the latest suggested theoretical idea that well suits the networked era, this study suggests policy implications for Korea's future-oriented nation branding.

• International Commerce and Information Review
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• v.18 no.1
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• pp.179-208
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• 2016

This study examined the effect of ingredient branding strategies for late entrants as one of the strategic tools to overcome first-mover advantages. Specifically, this study investigated whether brand origin information of the ingredients and price information of the ingredient branding product affect consumer evaluation. A sample of 400 university students were randomly assigned to 2 experimental studies. Results from study 1 showed that the market position of ingredient brand and brand origin information significantly influenced consumers' evaluation on the ingredient branding product. In addition, from the study 2, this study found that price information significantly moderated the effects of the order of market entry and brand origin information of the ingredients on the consumers' evaluation on the ingredient branding product. Implications for brand strategies to overcome the late-entrant disadvantages are discussed.

• Design Convergence Study
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• v.14 no.3
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• pp.61-72
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• 2015

This research attempts to provide greater understandings about 'Transbranding' theory by an analysis of , a 3D animation produced by Disney Studio released in 2013 partly in comparison with . Furthermore, this research shows the branding strategy of "Disney", reputed for its well-devised marketing strategy, in the era of Transmedia. This research analyzes the animation with four components of 「Transmedia Mix strategy」 and the 「2F(Flexible Fit) strategy」. In the 「2F(Flexible Fit) strategy」 analysis, is compared with another Disney-made animation . not just maintains the core values of Disney animations but also implements diverse strategies for developing the evolving interactions, the collaborative creation, and the multi-experience. has achieved successful branding identity/image by securing the strategic flexibility by differentiating itself from the existing Disney animations. Disney also establishes itself as a new and modern brand through 2F strategies.

• Review of Culture and Economy
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• v.21 no.2
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• pp.89-109
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• 2018

This paper aims to offer a conceptual framework in the context of culture-driven city branding through strategic design from a cross-disciplinary approach. The key findings identified the followings: Firstly, the phenomenon of culture-driven city brand creation and the use of design value of primary attractions. Secondly, the impact of the design contents of new media in supporting city brand creation. Lastly, the importance of image/text relationships through applying coding theory to enhance city brand communications.

• Journal of Digital Convergence
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• v.19 no.7
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• pp.41-50
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• 2021

All cities have constructed city branding strategically to intensify their competitiveness in global arena. Seoul Metropolitan has launched city brand in policy-level since 2003 and they have struggled to utilize city branding until now. This study explores the changes in Seoul's city brand in order to suggest a future direction for such efforts. The research is grounded in various domestic and foreign theories and case studies are considered from previous studies related to the place marketing, city marketing, and city branding. Relevant data were collected and analyzed, indicating that an unsure city brand requires strategic governance among stakeholders and civic consensus.

• The Journal of the Korea Contents Association
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• v.20 no.7
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• pp.185-194
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• 2020

This study aims to figure out how the brand experience design elements works in the Shortform video-based branding through case analysis. The sense, feel, think, act, relate experience of Shortform video brand are provided through the implementation of specific experience design elements in the process of the creators expressing personality through social media channels and communicating and interacting with consumers. As a result, LIZIQI's food videos provided a brand identity as an 'Eastern gourmet' to consumers through the audiovisual stimulation of food in video, the cognitive reinforcement which is combined of identities and products, and the behavioral participation by web sites·electronic media. In addition, a strong brand relationship was established by sharing emotional ties using human factors and responsibility through co-branding. This can be extended to various Shortform video contents-based branding cases, and it will suggest a useful approach to the brand building strategy through strategic brand experience design elements.

• Journal of the Korean Society for Library and Information Science
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• v.56 no.4
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• pp.129-159
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• 2022

This study generated primary data for supporting the place branding as a part of the library advertising and marketing strategies to increase public library visits. The literature review enabled the use of the place branding concepts to discover the relationships among the constituent parts, factors, expected outcomes, and loyalty, then to develop the research model and the hypothesis, which were verified using the Structural Equation Model. There were 34 research hypotheses, of which 21 were adopted. The place image factors such as library reliability, library reciprocity, and library safety were found to be significant. This study derived social contribution value as new place value and place image factors as the potential brand image of public libraries. It helped select the place image factors that best fit the local library's core values (i.e., place value). This study is meaningful because it is a fundamental study to introduce place branding in public libraries as an advertising and marketing strategy. And it is expected that public libraries will grow into high-quality brands with high awareness, loyalty, and secure leadership in the local community.

• Fiber Technology and Industry
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• v.6 no.3_4
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• pp.172-179
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• 2002

• Journal of Distribution Science
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• v.9 no.3
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• pp.55-64
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• 2011

This study is important in its focus to find key clues in the marketing strategy, consumer behavior, and communication processes that define the infantile obesity market. The study, the first of its kind, surveyed a target audience, purchasing group, and housewives in their quest to determine purchasing decisions and effective branding strategy planning for the infantile obesity market. Another key component of the study was to focus on the key direct and/or indirect distribution channels for the subject market. Recently, obesity has emerged as a major social concern; some studies show that the onslaught of an adverse eating culture in Korea emanates from the prevalence of fast-food dining establishments. Obesity among children leads to adult obesity, especially if the young people's parents are overweight; notably, if either one or both of the parents are obese, the percentage of young people eventually being obese is approximately 80 to 85 percent. Because obesity is the cause of many major health concerns later in life, the struggle for a healthy life is considerably adversely affected by parents' consumer behavior. Infantile obesity, resulting in adult obesity, is also an important national economic and social issue. The sizable direct and indirect economic costs, as well as the tremendous social costs of obesity, cannot be overstated. Effective food branding and advertising centered on food preferences and dietary behaviors, especially to children, creates an effective marketing effort that, ultimately, leads to positive results. Thus, the purpose of this study is to demonstrate that the treatment of childhood obesity in Korea, through the activation of a brand and retail market, can effectively solve social and economic problems that result from infantile and childhood obesity. In this study, obesity markets and distribution channels in the purchase decision-making factors determining factor based on it effective inspection and branding strategies and brand marketing communications strategy proposed measures contribute to the obesity drug market and further enable the childhood obesity problem is intended to assist in solving.