• Proceedings of the Korean Institute Of Construction Engineering and Management
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• 2007.11a
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• pp.656-661
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• 2007

Breaking from the past convention, most construction firms are lotting out their apartments with their own brand names. They don't have, however, differentiated marketing strategies based on unique brand awareness. Rather, virtual absence of marketing strategies has brought about unfiltered introduction of architectural elements of the competition and excessive advertising efforts. Consequently confusion is at hand for consumers' purchase decision since they are not aware of the differences between the apartments. The purpose of this study is to make consumers have clear brand awareness by presenting appropriate brand strategies based on sound marketing theories for construction firms.

• Korean Journal of Construction Engineering and Management
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• v.14 no.3
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• pp.65-77
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• 2013

Apartment brand has been used as a new strategy in Korean housing market to fulfill customer's changing needs for buying houses. A number of construction companies have succeeded in brand awareness and image building, however, they still struggle to establish brand loyalty and manage brand equity elements in balance. The purpose of this study is to analyze the brand equity building process of apartment products in Korean housing market and determine causal relationships among variables to propose strategies for long-term prosperity of the construction companies. System Dynamics modeling method is applied to describe how variables affect and are linked to each other in terms of building equity and enhancing company profits from customers' brand awareness to brand loyalty. Based on the analysis model, strategies for construction companies depending on their market share were proposed and this may support the company to achieve financial success and competitiveness among its competitors in the fast-changing market.

• Journal of the Korean housing association
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• v.20 no.2
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• pp.87-99
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• 2009

The brand is getting more important purchase factor in apartment market, so domestic construction companies have tried to differentiate it from others by creating the unique brand image. The purpose of this study was to investigate consistency of apartment brand image as a process which includes publicity, design and customer service and to analyze how using intergrated brand image affects brand preference and purchasing intention. To examine hypotheses, an empirical study using a survey questionnaire for residents living in 4 different brand apartments in Dongtan, Hwasung city was conducted. The collected data were treated with the SPSS Win Program 14.0. The study indicates that residents living in brand apartment generally preferred natural friendly image, high-class image and modern image to the others. And at first apartment brand images were created with image advertising on TV, catalog for sale and model house tour, but residents have most needs for customer service reflected in brand images. The study also has found that brand images in each process including publicity, design and customer service were not intergrated. However brand image intergration had positive effects on residential satisfaction and customer loyalty. The results of the study are expected to become the useful data in developing sustainable apartment brands and building effective marketing strategy of construction companies.

• Journal of the Korean Institute of Landscape Architecture
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• v.38 no.1
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• pp.49-63
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• 2010

This study was intended to analyze and interpret the pattern of naming the domestic apartment brand from a semiologic viewpoint in a bid to review the meaning and value of apartment brand, while on the other hand, evaluating the characteristics of persuasive message pursued by current apartment brand in 2010, and consequently, the conclusion of the study is outlined as follows. 1. As a result of analyzing the coinage of branding naming, the words such as combination, joint and blending pattern tended to dominate, which seemed to attempt to represent the variety of values of the housing culture. Brand ideation tends to stress the character symbolism and polysemic message using syllepsis, and the experimental attempt to revive the traditional dwelling concept in a modern sense in a way of combining the archaic word with the Chinese character was found as well. 2. As a result of analyzing the frequency of verbal identity and lexeme of domestic apartments, those frequently used are in order of ville, nature, beauty(美), park, hi, green, palace(宮), nobility and center(tra), which are the lexemes representing the landscape, view, nature and dignity. 3. As a result of identifying the pattern of lexeme using analysis frame based on existing researches such as apartment brand positioning, the most important external core concepts controlling the direction and value of apartment brand are 'environment-orientated' and 'emotion-orientated', and internally, 'function-oriented'. Given the persuasive language expressing the 'environment-oriented' feature and the priority of brand lexeme are garden, park, view and the nature, a landscape-oriented persuasive message is seen to be surging in brand naming. 4. An emotion-oriented persuasive language such as dignity axis having major lexeme represented by palace, nobility, class and a pride axis having major semantic elements represented by human, I and you are used as major value concepts and persuasive language that lead domestic apartment brands to differentiation and upgradation. 5. Among the lexemes focusing on view from environment-oriented standpoint, hi, hill, tower, view, mark, heights are the trend pursued by high-rise apartment aiming at the view such as residential-commercial apartment, and thus the persuasive language focusing on high-rise concept is expected to become the element dominating the trend of apartment brand for the time being.

• 주택과사람들
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• s.194
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• pp.50-51
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• 2006

88올림픽 고속도로, 미시령 터널 등 국가 균형발전 개발에 적극적으로 기여해온 한화건설이 아파트 부문에서도 단연 두각을 나타내고 있다. '꿈에 그린'이라는 아파트 브랜드로 기업 가치를 높이고 있는 한화건설의 경쟁력을 살펴본다.

• 주택과사람들
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• s.196
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• pp.54-57
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• 2006

전 국민의 관심을 한 몸에 받고 있는 판교신도시. 이에 힘입어 건설사들은 사람들의 이목이 집중된 판교신도시에 자연친화적인 명품 아파트 만들기에 주력하고 있다. 판교신도시에 제대로 '이름값' 하는 아파트를 지어 자사 브랜드의 가치를 알릴 수 있는 좋은 기회이기 때문이다. 건설사 컨소시엄별로 판교신도시에 분양할 아파트의 설계 특장점을 살펴보았다.

• Proceeding of Spring/Autumn Annual Conference of KHA
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• 2008.11a
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• pp.357-362
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• 2008

The brand is getting more important purchase factor in apartment market, so domestic construction companies have tried to differentiate it from others using the unique brand image. The purpose of this study is to investigate consistency brand images as a process which includes publicity, design and customer service and to analyze how using intergrated brand image affects brand preference and purchasing intention. To examine hypotheses, empirical study survey questionnaire for consumers who reside in 4 different brand apartments in Dongtan, Hwasung city is conducted. The results of the study are expected to become the useful data in developing sustainable apartment brand and building the marketing strategy of construction companies.

• Proceeding of Spring/Autumn Annual Conference of KHA
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• 2004.11a
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• pp.105-109
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• 2004

The purpose of this study is to find out branded apartment images families with different children ages favored. On-line survey was conducted in the Seoul Metropolitan Areas, and the 181 responses were used for the data analysis. Four children age cohorts were applied to describe favorable branded apartment images - families with infants or toddlers, elementary school children, adolescents and college students. The finding indicated that the respondents preferred branding apartments mainly because it was likely to reflect quality. Also it was found that the most favorable branded apartment image was safety, and the investment-related image was favored by families with young children while the image of comfort by those with adolescents. Families with kids preferred the image of environmental friendliness, those with did a health-related image, and the other two groups did the safety image.

• 주택과사람들
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• s.207
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• pp.68-71
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• 2007

국내에도 "누가 설계했느냐"가 주택의 가치를 결정하는 기준으로 자리 잡아 가고 있다. 최근에는 건축가들의 이름이 아파트 브랜드와 함께 또 하나의 브랜드가 되고 있다.

• 주택과사람들
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• s.219
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• pp.64-67
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• 2008

두산건설이 겹경사를 맞았다. 두산건설은 김기동 사장이 올해 6월 열린 건설의 날 행사에서 건설 기술 선진화의 공로를 인정받아 금탑산업훈장을 받은데 이어, 지난 15일에 자체 아파트 브랜드인 두산위브가 '살기 좋은 아파트 대통령상'을 받는 기쁨을 누렸다. 건설 업계에 한파가 불고 있음에도 불고하고 유독 두산건설이 승승장구하고 있는 비결이 무엇인지 살펴보자.