• 제목/요약/키워드: 아파트브랜드

검색결과 75건 처리시간 0.025초

아파트 브랜드에 따른 외관 및 실내디자인 이미지 통합에 관한 연구 (A Study on the Intergrated Images in Exterior and Interior Design According to the Apartments Brand)

  • 신미옥;김남효
    • 한국실내디자인학회:학술대회논문집
    • /
    • 한국실내디자인학회 2008년도 춘계학술발표대회 논문집
    • /
    • pp.139-143
    • /
    • 2008
  • The brand power is getting more important in apartment market so that consumers are accustomed to ask first what the apartment brand is when they are considering to buy an apartment. Even so the brand name is the first factor which approaches to the consumer, message and image can be delivered to customers by visual factors. Since visual image can be effective to remind of customers brand image, construction business company should make portfolio to synthesize brand Image actively. This research investigate images of consistency in extenor and interior design according to the apartments brand. Used lexical meaning of the adjective used to discern standard to extract images, selected survey, and evaluated by step 1 to 5 using semantic differential method, SD. The collected cases are analyzed by using statistics software SPSS for windows release 11.0. This research provides conveyance of the vision image which fits to the brand Image and further design direction.

  • PDF

브랜드 아파트의 이미지와 자아이미지 일치성 및 브랜드 태도에 관한 연구 (A Study on the Image of a Brand Apartment, Self-Image Consentaneity and Brand Attitude)

  • 김진화;정준현;이윤정
    • 한국주거학회:학술대회논문집
    • /
    • 한국주거학회 2009년도 추계학술발표대회 논문집
    • /
    • pp.23-26
    • /
    • 2009
  • The trend that an apartment is regarded as not only a substantial property called 'residence' but also 'means of self-expression' to consumers is increasing in the present housing marketing, and thus, the apartment brand image is settling down as an important field of marketing management. Therefore, the present study aimed to verify difference of brand attitude according to consentaneity between an image of a housing brand and self-image of consumers to propose one kind of direction of strategies for formation of a differentiated brand image. As a result of a research, the trend that consumers show more positive attitude on a brand apartment having a brand image closer to an ideal self-image was analyzed to exist even if it is weak, so it was confirmed that the consentaneity between a brand image and a self-image of housing products can become a variable having some influence on brand attitude. The survey method understood a brand image, a self-image and brand attitude by using a Likert's 5-point scale on apartment brands of upper three companies according to a study result of a national brand competitiveness index(NBCI) and understood self-consentaneity by using a distance measurement model of self-consentaneity of Sirgy(1982). The questionnaire for the present research was carried out by surveying students of D university and the PASW program was used for statistical data analysis.

  • PDF

아파트 브랜드이미지 특성이 구매의도에 미치는 영향에 관한 실증연구 (The Effects of Apartment Brand Image Characteristics on Purchase Intention)

  • 문효곤
    • 토지주택연구
    • /
    • 제4권3호
    • /
    • pp.235-241
    • /
    • 2013
  • 아파트에도 브랜드의 중요성에 대한 인식이 높아지면서 도입이 확산되었으며, 많은 선행연구들은 아파트의 브랜드이미지가 제품의 가치는 물론 구매에 긍정적인 영향을 미친다는 점을 입증하고 있다. 본 연구에서는 실제로 구매의도에 영향을 미치는 브랜드이미지의 특성이 기본적 특성과 부가적 특성이라는 두 가지 요인으로 세분하여 구성된다는 점을 확인하였다. 기본적 특성은 대체로 주택이 갖추어야 할 필수적인 사항들이며, 부가적 특성은 주로 건설업체들이 분양 성과를 높이기 위해 경쟁적으로 개발해 온 개념들이다. 이러한 특성 별로 구매의도에 미치는 영향에 대해 실증분석을 통해 검증해 본 결과, 기본적 특성은 긍정적인 영향을 미치는 반면 부가적 특성은 그렇지 않은 것으로 나타났다. 이 결과는 주택 제품에서 경쟁적인 차별화보다는 기본적 특성에 충실하는 것이 중요함을 시사한다.

아파트 TV광고의 브랜드 이미지 평가에 관한 연구 (Study on Brand Image Evaluation for Apartment TV Advertisements)

  • 김진화;정준현;이윤정
    • 한국주거학회:학술대회논문집
    • /
    • 한국주거학회 2009년 춘계학술발표대회 논문집
    • /
    • pp.361-364
    • /
    • 2009
  • In recent, the marketing competitions that stimulates the emotions of consumers are intensifying in the domestic construction industry due to the increase of unsold new apartments. However, there is a need for brand identity establishment through which more differentiated information can be delivered to the consumers, as each brand is focusing only on idealistic image advertisements of dream, future and happiness. Accordingly in this study, the top five brand apartments according to the national brand value evaluation index (BSTI, BrandStock Top Index) were selected and analyzed their TV advertisement characteristics, and its purpose is in evaluating the brand images perceived by the consumers of their TV advertisements. The significance of the results from this study is in presenting the basic information for establishing effective communication between the corporations and consumers. The survey research of this study was conducted for the students of D University, and SPSS 14.0 program was used for the statistical data analysis.

  • PDF

건설 업체의 브랜드아파트 마케팅 전략 방안 (A Marketing Strategy for Brandapartment of Construction Companies)

  • 이상범;조영준;임남기
    • 한국건축시공학회지
    • /
    • 제4권3호
    • /
    • pp.153-159
    • /
    • 2004
  • The brand value of apartment which affects not only sale percent and profit but also the worth of real estate is raised as an important point of sale competition in the apartment market. But now the market is occupied by a few construction companies, which have well recognized brand. So it's difficult for a construction company without brand to enter the apartment market because of consumer's ignorance. domestic construction companies are spending lots of money and effort to advertise their characteristic brandapartment based on classified consumer's desire and offer consumers what they want. Therefor, This study investigated the factors of recently characteristic brandapartment focusing on design, environment, materials, home automation and surveyed residents preference of a brand by P.O.E methods. Based on such results of survey, this study suggest the basically reference information on characteristic strategy of an brandapartment.

브랜드 아이덴티티 요소에 의한 아파트 공간의 차별화 전략 연구 (A Study on Differentiation Strategy of Apartment Space According to Brand Identity Factors)

  • 최혜진;김개천
    • 한국실내디자인학회논문집
    • /
    • 제20권5호
    • /
    • pp.105-113
    • /
    • 2011
  • Brand is a useful tool for modem people living under the age of the brand, to explain the information of their products by differentiating themselves from others. It also represents the value of company and plays a major role convincing customers. Even living space brands are no exception. According to the development of marketing management ability, living space brands require the new sales strategy to dominate the market over the business competition, and plan differently for a changing market environment. On such account, companies are commercializing the living space via establishing its brands. Thus the study will cover the living space differentiation strategies for promoting the brand images of respective construction companies and will strive to compare and analyze the differentiation strategy factors that construction firms are pursuing through case analysis framework. Moreover, it's objective focuses on materializing the strategies of living space in accordance to the brand application elements.

전원형 친환경 아파트로 승부한다

  • 김소진
    • 주택과사람들
    • /
    • 통권193호
    • /
    • pp.60-63
    • /
    • 2006
  • 8월 판교 분양에 수요자들의 관심이 쏠리고 있다. 이번에는 지난 3월 분양 때와 달리 대형 브랜드 업체들이 대거 참여해 새로운 개념의 고품격 아파트를 선보일 예정이다. 금토산, 운중천과 함께 친환경 주거지로 조성되는 판교에 청약하려는 수요자들이 지난 3월 분양 때보다 더 많이 늘어날 것으로 점쳐진다. 8월 판교 분양시 청약통장을 사용하는 방법과 건설사별 기본 설계안에 대해 살펴보자.

  • PDF

믿음의 100년 역사를 준비하는 기업, 풍림산업

  • 백지현
    • 주택과사람들
    • /
    • 통권197호
    • /
    • pp.48-51
    • /
    • 2006
  • 풍림아이원은 수많은 수상 경력을 자랑하는 풍림산업의 고품격 아파트 브랜드다. 최근 종로구 사직동에 건설 중인 풍림산업의 '스페이스 본' 또한 생활의 편리함과 친환경 위주의 설계로 풍림아이원 못지않은 반향을 몰고 올 것으로 기대를 모으면서 한 단계 도약할 준비를 하고 있다. 국내외에서 굵직굵직한 사업을 추진 중인 풍림산업의 브랜드 가치와 경쟁력에 대해 살펴보았다.

  • PDF

현대건설, 힐스테이트-명품 주거 문화의 진정한 가치를 담아내다

  • 김소진
    • 주택과사람들
    • /
    • 통권200호
    • /
    • pp.78-79
    • /
    • 2007
  • 현대 건설의 새로운 아파트 브랜드 '힐스테이트'에 대한 수요자들의 반응이 뜨겁다. 광고 카피가 사람들의 입에 오르내릴 정도로 힐스테이트는 벌써부터 유명세를 떨칠 기세다. 진정한 명품의 가치를 아는 사람들만이 느낄 수 있는 힐스테이트의 매력과 깊은 의미를 새겨보고 브랜드 네이밍과 광고 촬영 현장을 스케치했다.

  • PDF