• Asia Marketing Journal
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• v.13 no.3
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• pp.265-274
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• 2011

The objective of this case study is to analyze how effectively KIA K5, which is a leading mid-size car brand, has positioned itself into the mid-size car market. Before KIA launched the K5, Sonata and SM5 were the leading brands in the mid-size car market. They had loyal customers who like their similar images. As many competitors keep launching new brands or new designs into the car industry, Sonata and SM5 were pressured to introduce new versions. But, the YF Sonata and the New SM5 failed to catch up with the new trends in the market. Whilst YF Sonata was perceived as too innovative, the New SM5 was treated as an old car by the target customers of the mid-size car. While the two leading brands struggled to attract customers, KIA K5 found a new market space by identifying and focusing on the lucrative replace and up-grade demand segment and filling the gap between the current product category values and the emerging mid-size car category values. The K5 found the right values that customers need and successfully articulated the values to the customers. This case study illustrates that a successful positioning strategy can be effectively employed to attract customers in the saturated car manufacturing industry. This case can be summarized as the successful positioning strategy of KIA K5 is comprised of four primary pillars: design innovation, market analysis, STP (segmentation, targeting, and positioning), and launch strategy. The KIA K5 case study provides valuable insights and implications for many other companies that are planning to find a proper positioning strategy for their own business.

• Archives of design research
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• v.13 no.2
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• pp.65-72
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• 2000

It is very important the design of Brand Image Identity and it's physical finish especially on the product like an automobile which has the priority in the total body styling. Recently the brand recognition of consumers changed into the variable one that for the various reasons from the rigid in the past and a smart impression of each BI become more important for this reason. The concept of individual brand identity started out from the concept of a simple ornament on the early vehicles. Therefore it is not necessary to advertise the brand itself for the brand that has the relatively long history, while the new brand or maker has to get the reputation on the brand from the consumers. For these reasons, recent automotive BI is on the way of diversifying both in the simple and abstractive design and the physical finish of materials that is used for and the production method and glamorous trend, which is more evident on the BI of the new brands.

• 주택과사람들
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• s.166
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• pp.12-14
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• 2004

• Journal of Digital Convergence
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• v.18 no.7
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• pp.369-374
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• 2020

A variety of sensory elements are used in video advertisements promoting products. Video advertising using visual and auditory elements is a representative means of marketing. The advertising video that promotes the product by using such a sensory element is imprinted on viewers by continuously or repeatedly exposing visual elements such as a logo or a specific image or phrase. Such visual images are used as an effective way to symbolize brand image effectively. If the visual elements were symbolized in the advertising images of most car brands, Kia's K5's advertising images symbolized auditory elements, or sounds, to produce K5's unique advertising images. In this paper, we compared Kia's K5 advertisement image symbolizing auditory elements with other brands' advertisement image of other companies, and studied the techniques and effects used in advertisement image production.

• Journal of Digital Convergence
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• v.10 no.11
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• pp.235-241
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• 2012

This paper takes the online automobile brand community in china as an example, importing 'interactivity', the concept of sociology, into online brand community study. It follows the logical way as 'How does interactivity embody among the online communities ${\rightarrow}$How about its deepening process? ${\rightarrow}$What the results of interactivity will be?', that is, 'formation of the relationship (Interaction) - deepening of the relationship (identification)-result of the relationship(brand loyalty)', makes systematic study through the method of combining theory and case analysis together, and puts forward the marketing strategic direction for online brand communities.

• 한국디지털정책학회:학술대회논문집
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• 2005.06a
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• pp.443-461
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• 2005

The internet has been giving new business opportunities due to the unlimited and convenience of using it. So, A lot of companies confront many challenges to hold customer. In this situation, The holding many customers of online car insurance company could have very significant meanings, Therefore, this study could be meaningful to analyze the factor of building customer loyalty. The main results of the paper are as follows : Firstly, The attributes and recent situation of online car insurance have been researched. Secondly, The Customer brand relation quality(BRQ) has been shown a important role of building loyalty. Finally, Conceptual criteria for the study, which was modified considering cultural values of Korean customer from Fournier's seminal study, have shown very significant means.

• 주류산업
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• v.23 no.4
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• pp.24-32
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• 2003

최근, 경기 침체가 지속되면서 의류, 가전제품, 자동차, 주류 등의 소비재를 중심으로 시장의 양극화가 점차 뚜렷해지고 있다. 과거 중가제품을 위주로 한 시장이 고가와 저가로 양분된 모습으로 재편되고 있는 것이다.

• Journal of Digital Convergence
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• v.16 no.6
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• pp.163-173
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• 2018

The purpose of this study is to find the role of intellectual property belief between brand concepts (Symbolic vs. Functional) and brand extension. For this purpose, three parent brands (Rolex vs. Casio, Prada vs. Coach, Benz vs. Toyota) and three extension products (bracelets, shoes, vehicles) were selected as stimulants through focus group interviews and pre-tests. 296 sample data across the country were collected and the final analysis was conducted with 290 respondents except for the inappropriate respondents by SPSS 21.0. The results of this study confirm that the trademark meditates the relationship between belief brand concepts and brand extension and thinking style of consumers meditated-moderates between belief brand concepts and brand extension. The results of this study are based on implication that intellectual property belief induce consumers positive reactions on brand extension and that the acquisition and utilization of IPRs bring corporate's continuous growth and enhance the corporate brand value.

• The Journal of the Convergence on Culture Technology
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• v.9 no.4
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• pp.517-528
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• 2023

The purpose of this study is to analyze and compare UX factors of connectivity systems of domestic and overseas car brands. Using a text mining analysis, UX factors of domestic and overseas brands were compared through positive-negative sentiment index. After collecting 120,000 reviews on Hyundai Motor Group (Hyundai, Kia, Genesis) and 190,000 on Tesla, BMW, and Mercedes, pre-processing was performed. Keywords were classified into 11 UX factors in 3 dimensions of the system connection, information, and service. For domestic brands, sentiment index for 'safety' was the highest. For overseas brands, 'entertainment' was the most positive UX factor.

• International Commerce and Information Review
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• v.16 no.3
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• pp.73-96
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• 2014

The purpose of this research is to evaluate a short-term export demand forecasting model reflecting individual passenger vehicle brands and market characteristics by using Vector Autoregressive (VAR) models that are based on multivariate time-series model. The short-term export demand forecasting model was created by discerning theoretical potential factors that affect the short-term export demand of individual passenger vehicle brands. Quarterly short-term export demand forecasting model for two Korean small vehicle brands (Accent and Avante) were created by using VAR model. Predictive value at t+1 quarter calculated with the forecasting models for each passenger vehicle brand and the actual amount of sales were compared and evaluated by altering subject period by one quarter. As a result, RMSE % of Accent and Avante was 4.3% and 20.0% respectively. They amount to 3.9 days for Accent and 18.4 days for Avante when calculated per daily sales amount. This shows that the short-term export demand forecasting model of this research is highly usable in terms of prediction and consistency.