• 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.4
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• pp.59-68
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• 2009

A well-managed brand name (eg., Xi, the #, and I-Park) becomes brand equity. Brand equity affects the name value of brand in question and revenues. Elaborated researches regarding causes and effects forming brand equity, however, are hardly found. This research aims at: (1) examining the relationships among antecedents of apartment brand equity, brand equity components, and brand preference; and (2) proposing marketing strategies for strengthening apartment brand equity. The research method utilized is a survey. The research procedure consists of four steps as follows: (1) literature review; (2) hypotheses construction regarding antecedents and consequences of apartment brand equity; (3) measurement of apartment brand equity; and (4) covariance structure analysis of relationships between antecedents and consequences. This study found following positive relationships. First, the corporate image and apartment advertisement have a positive influence on brand-name recognition/image and perceived quality, consisting of apartment brand equity. Second, brandname recognition/image, perceived quality, and brand-name preference, consisting of apartment brand equity, have a positive influence on a brand affinity. Thus it is concluded that apartment brand equity is strengthened by means of: (1) the distinction of major factors, forming brand equity and enforcing it; and (2) the establishment and implementation of integrated marketing communication (IMC) strategies.

• Asia Marketing Journal
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• v.6 no.3
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• pp.123-141
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• 2004

As a pioneering company who entered new era of brand marketing in the domestic housing development market, Construction Division of Samsung Corporation achieved enormous business performance with the brand asset at the short time period. For the great success, they tried to apply customer's value into marketing mix strategy thoroughly, and created new trend of brand marketing strategy in the field. This case deals with the Samsung Corporation's efforts mainly focused on Raemian's brand marketing strategy to build the best powerful brand, and shows which are the key success factors, and suggest strategic implications to succeed in the long run.

• Journal of Korea Society of Industrial Information Systems
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• v.22 no.6
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• pp.47-59
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• 2017

Korean Economy has been developed by the Korean Government's Support for the Large-sized Firms. This Government Policy causes the Polarization between Large-sized and Micro-sized Firms Aggravated. Micro-sized Firms are distributed over the Whole Industry Area, and can also cause the Economic Crisis If They are crashed down. Therefore Government Policy for the Micro-sized Manufacturing Industry is very Important Issue. This Paper Focused on the Analysis of Current Status for the Shoes Micro Manufacturing Industry. For the Effective Analysis, This Paper uses the Statistical Data Open to the Public and also conducts the Survey for the Micro-sized Firms in Busan. Statistical Program is used for Analyzing the Collected Data and the Major Findings are as Follows. First, Shoes Industry is led by the Micro and Small & Medium sized Firms rather than the Large-sized. And the Micro-sized Firms are getting the High Rate among the Whole Shoes Industry. Busan is heavily populated Area as the Origin of Shoes Industry. Second, even though Most of the Owner of the Micro-sized Firms have the High Technology Skill Level, Worker's Aging Phenomenon gets Worse and causes the Technology Handing down to the Next Generation Difficult. Third, Because the Factory Facility of the Micro-sized Firms is Dirt and Unstable, the Modernized Manufacturing Infrastructure such as the Apartment Factory Facility is Necessary. Forth, as the Micro-sized Firms which have the Intangible Asset such as Patent is Few, the Government Policy for Encouraging the Patent Application is strongly Needed. Fifth, Entrepreneurship and Collaboration Mind between Micro-sized Firms are Lacked, so Establishment of the Cooperative Union is required. Finally, the Effort for the Systemic Planning for the Management is lacked, and the Introduction of the Management Innovation is strongly needed. The Limitation and Future Research Direction is also discussed.