• Journal of the Korean BIBLIA Society for library and Information Science
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• v.29 no.2
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• pp.149-168
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• 2018

In modern society, the economic and cultural influence of characters is increasing day by day. However, there is no comprehensive records management system for characters in Korea. The purpose of this study is to identify the necessity of comprehensive character records management system and requirements for records producers and users, and suggest a construction plan for archives that reflects this idea. Related cases in domestic and overseas were identified and analyzed, survey was conducted of character designers and users participating in the '2017 Character Licensing Fair' in order to understand their needs on character archives, and it was followed by interviews of two character designers. From the implications of the related cases and the analysis results of the questionnaire survey and the interviews, plans for records collection, management, and services were suggested for constructing character archives. Specifically, preparation of collection policy, insertion of watermark to prevent pirating, online sales of characters, and one-stop service that can provide licensing for copyright protection and record utilization were suggested.

• Cartoon and Animation Studies
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• s.41
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• pp.357-378
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• 2015

The recent domestic toy market is filled with the fever of 'Turning Mecard' produced as a character product of units showing in . The toy market of the domestic character licensing industry has shown such rapidly changing trends during the period of broadcasting contents like animation or special films targeting children. Through these contents, the characters are cognized, and also the immersion and loyalty can be increased depending on the progress of the story, on top of marketing effect while the animation is broadcasted. This effect is called gamification meaning that consumers voluntarily participate in the contents after receiving fun. Through the purchase of character products, the immersion and loyalty participate in the animation. Thus, this study analyzed the gamification elements by examining the animation and toy products of currently gaining popularity in the toy market. In the results of the study, the story structure of has the sustainment just like game, which is connected to its character product. Therefore, the users who have watched build up the relationship with each other, and the competition and reward can be done through the game using the character products, which is connected to such high immersion and loyalty.

• Journal of Korea Entertainment Industry Association
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• v.14 no.2
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• pp.15-26
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• 2020

Many companies are increasing the use of characters to enhance brand image and brand value. The use of characters in the certain industry is active, however, the research on characters in academia is insufficient. The purpose of this study is to investigate how characteristics of characters affect on consumer's brand attitude and to suggest the guideline companies to concern on brand characters, in especial on designing or licensing them. The results showed that all characteristics of character positively influenced on brand attitude. Among nine characteristics of the character, trust was the most impact and nostalgia was the least impact on brand attitude, respectively. Perceived quality was mediated on in relations between the brand character and brand attitude. In indirect effect, familiarity was the most impact on brand attitude. In sum, we suggested that trust and familiarity of the character are the most weighted characteristics on brand character design strategy.

• The Journal of the Korea Contents Association
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• v.17 no.5
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• pp.262-272
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• 2017

This study will analyze a case that utilizes not just the characters, which are a primary licensing component in traditional animation licensing, however secondary images such as animation backgrounds, and one that has visually extended their brand. Secondary image plays an important role in developing the narration of the animation, and provides the space where the narrative takes place. It also gives important clues for the characters to be able to develop a narrative, through its chronological and geographical dimensions. This study distinguishes the components that can be used in the licensing process of an original animation into primary usage and secondary usage, and defines the scope of each. Focused on two collaboration cases, Disney's The Jungle Book & KENZO, and Disney's Alice in Wonderland & Marc by Marc Jacobs, It investigates the relationship of visual utilization between the expressive components related to secondary usage in the collaborative case of licensing, and the actual product. This study found the possibility of secondary images as a vehicle to deliver brand identity. As the spectrum of licensing elements is extended, it is necessary to develop an alternative licensing system for the new process of collaboration.

• Archives of design research
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• v.19 no.6 s.68
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• pp.21-26
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• 2006

This paper suggests our own new brand, Kirin. Not only we are able to design the symbolic animal of UOU, but also we are able to use the character to advertize UOU and merchandize it. These days many men between teens and 30s contact with the various characters through internet games, also they purchase goods related with the characters. For women between elementary students and workers, they purchase the various character goods such as stationery, clothes, and dolls. However, there are not many universities that produce their own characters to advertize their schools and to merchandize them. From this point of view, developing new brand would be the medium of transmitting joy to attract excellent students and to elevate the love of school. Originating the distinctive character in UOU can be used as various merchandising through licensing. Moreover, this friendly brand using character would be produced as skin image of fun and stories and spread through internet homepage. Finally, it would accord with the brand needs of consumer and contribute to advertize UOU.

• Cartoon and Animation Studies
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• s.19
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• pp.145-159
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• 2010

Similar to the other cultural contents, the character industry is based on the media which acts as the technological background. In fact, the character industry is the process of that a created character accesses to the consumers via media, builds its value and becomes licensed as a brand in the market. Therefore, it is crucial to select the most effective media for the consistence of a character in the market, as well as for construction of a higher brand quality of the character. Today, "Webtoon" might be considered as one of the marketing means which utilizes the Internet media for raising the character as a brand. Webtoon has apparent strength because it can be produced in shorter period and with less expense than through other media. Furthermore, Webtoon can be simply featured by the easiness of two-way communication and transference to another media through it. For these reasons, and according to the result of analyzing some Korean Webtoons, it seems obvious that the most effective media in character marketing is the Internet. In addition to the Internet, the strategic development in the media-mix is also important for establishing a brand of a character. However, the effective media-mix is available only when the character's external identity meets with the trait of its media. For the purpose of learning how the media-mix works when a character reaches for the consumers, a character "Hamataeng" was born and used in the experiment. This study will explain the marketing process through the use of own-created Webtoon and other contents, and suggest the ways to build a brand of a character. In addition, it is also indicated that a media-mixing strategy for transformation and expansion of the character to other media.

• Archives of design research
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• v.19 no.1 s.63
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• pp.141-150
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• 2006

The animation should be produced to attract the audience's interests. Its characters will have the intended personalities through the interactions with the audiences, discarding the attributes of the nature. These personalities form the brand identity when they are exposed visually and will be powerful brand assets which lead the animation industry to the high-value added products. The brand identity of the character, the brand assets, can be used for various products in form of licensing and is noted to make an affirmative leverage effect. In this regard, the author has conducted an empirical research on the animation characters from the viewpoint of the brand, adopting, in particular, the Brand Personality Scale (BPS), which is the output of J. Aaker's (1997) study on brand personality defined as the human properties in relation with the brand. In addition, this study determines the correlation among the animation, brand and consumers based on the Sirgy's study (1982) resulting in that the better the brand and the consumer's personality are matched, the more the brand attitude is improved. In consequence, it is found that the animation characters have three personality levels such as refinement/ability, integrity and interests. The consumer's personality is divided into the 'practical ego-image' and the 'ideal ego-image' in the survey, and the survey result shows that the brand personality of the animation character exists between them.

• Cartoon and Animation Studies
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• s.33
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• pp.597-616
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• 2013

Character industry is not only knowledge-based industry chiefly with copyrights but also motive power for creative economy to take a role functionally over the fields of industries because it has industrial characteristic as complement product to promote sale value in manufacturing industry and service industry and increase profit on sales. Since 2003, the national policy related to character has aimed to maximize effect among connected industries, extend its business abroad, enforce copyrights through the improvement of marketing system, develop industrial infrastructure through raising quality of character products. With the result of this policy, the successful cases of connected contents have been crystallized and domestic character industry has stepped up methodically since 2007. It is needed to reset the scales of character industry and industrial stats because there are more know-how of self industry promotion and more related characters through strategy of market departmentalization starting with cartoon, animation, games, novels, movies and musicals. Especially, The Korea government set our target for 'Global Top Five Character Power' since 2009 and has started to carry out to find global star characters, support to establish network among connected industries, diversify promotion channels, and develop licensing business. Particularly, since 2013, There have been prospered the indoor character theme park with time management just like character experimental marketing or Kids cafes using characters, the demand market of digital character focusing on SNS emoticon, and the performance market for character musical consistently. Moreover, The domestic and foreign illegal black markets on off-line have been enlarged, so we need another policy alternative. To prepare for the era of exploding character demand market and diversifying platform, it is needed to set up a solid strategy that is required the elements of policy changes in character industry to vitalize character industry and support new character design and connected contents. the following shows that the elements of policy changes related to the existing policy, the current position of market. Nowadays, the elements of policy changes in domestic character industry are that variety of consumers in the digital character market according to platform diversification, Convergence contents of character goods for the Korean waves, legalization of the illegal black contents market, and controling the tendency of consumers in departmentalized market. This can help find the policy issue entirely deferent with the existing character powers like US, Japan or Europe. In its final analysis, the alternatives are the promotion of models with contract copyrights of domestic and foreign connected contents, the diversification of profit models of platform economy, the additive development of target market related to enlarging the Korean waves, and the strategy of character market for the age-specific tendency according to developing character demand market.