• Cartoon and Animation Studies
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• s.28
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• pp.155-180
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• 2012

This article is to propose a conceptual framework for the One Source Multi Use (OSMU) strategic model of culture content. In this study, OSMU is defined as a series of marketing activities to increase the value created by culture content. The framework of brand equity strategy is applied to develop the strategic model of OSMU, as both share the same goal - maximization of long term value created by brand or culture content. This article suggests the brand identity-based OSMU strategic model, in which the brand identity of culture content guides, integrates, and coordinates every decision-making of OSMU activities. For the maximization of brand equity value of culture content, the copyright holder of original content should decide the content's brand identity, which should provide the criteria of all decision makings regarding window strategy, adaptation of content to other genre, and merchandising. This brand identity-based OSMU strategic model can not only contribute to the sales of OSMU content, but also the creation of high equity culture content in the long run. Also, the model allows monitoring and evaluation of content's brand equity, which can be used for the strategic adjustment for the sake of long term value of the content. This study is differentiated from previous study on OSMU and expected to invigorate the further discussion on OSMU in several points. First, it broadens the scope of OSMU discussion as it views OSMU as a series of process including feedback. Second, this study points out the need for integration and coordination of various OSMU activities. Third, the strategic focus is laid on the value maximization of the original content, not 'multi used' content. Fourth, the suggested model emphasize the strategic role of copyright holder who takes the charge of the content brand management. Fifth, the model requires discussion on the components of marketing communication in addition to the content itself, which means the model includes the prospects, not only the content consumers, as the major future source for value creation.

• Asia Marketing Journal
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• v.13 no.4
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• pp.227-251
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• 2012

This study analyzed Woori Investment and Securities' industry-leading marketing from both a brand management and a marketing decision-making perspective. By executing a different marketing strategy from its competitors, Woori Investment and Securities recognized recent changes in the asset management and investment markets as an open opportunity, and quickly responded to the market changes. First, the company launched the octo brand as a multi-account product, two years before its competitors offered their own products. In particular, it created a differentiated brand image, using the blue octopus character, which became familiar to the general financial community, and was consistently employed as part of an integrated marketing communications strategy. Second, it executed a brand expansion strategy by sub-branding octo in a variety of new financial products, responding to rapid changes in the domestic financial and asset management markets. Through this strategic evolution, the octo brand became a successful wealth management brand and representative of Woori Investment & Securities. Third, it has converged market research, demand and trend analysis, and customer needs acquired through various customer contact channels into a marketing perspective. Thus, marketing has participated in the product development stage, a rarity in the finance industry. Woori Investment and Securities has a leading marketing system. The heart of the successful product creation lies in a collaboration of their customer bases among the finance companies in the Woori Financial Group. The present study suggested a corresponding strategy for octo brand, which is expected to enter into the maturity stage of its product life cycle. In addition, this study found a need to modify the current positioning strategy in order to position and preserve sustainability in the increasingly competitive asset management market. It also suggested the need for an offensive strategy to counter the number one M/S company, and address the issue of cannibalism in the Woori Financial Group.

• Proceedings of the Costume Culture Conference
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• 2003.04a
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• pp.25-33
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• 2003

색채는 마케팅 전략의 핵심적인 요소가 될 수 있다. 특히 제품의 프리젠테이션, 브랜드의 로고, 패키지, 광고, 판매디스플레이, 제품자체색상 등에 공통요소로 사용되어질 수 있다. 색채는 전체적인 인상과 기억을 통합, 강화시키기에 그것이 패션상품인 경우 특히 의류나 미용, 화장품, 가구, 실내장식품, 벽지 등과 같이 유행에 따라 급속하게 변하기 쉬운 대상물들일 경우 매우 민감하게 소비자와 반응한다.(중략)

• Proceedings of the Korea Society of Design Studies Conference
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• 2004.05a
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• pp.182-183
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• 2004

• The Optical Journal
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• s.102
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• pp.44-45
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• 2006

(주)롯데캐논이 캐논코리아 비즈니스 솔루션(주)(대표·김대곤/www.canon-bs.co.kr)로 사명을 변경하고 한국시장에서의 힘찬 출발을 선언했다. 3월 3일 잠실 롯데호텔서 New C.I 선포식을 통해 기존 사무기기 외 잉크젯 플로터, 전자사전 등 판매채널을 통합, ‘캐논’브랜드 파워로 한국 내 사무기기 M/S를 확대한다는 새로운 비전을 발표했다.

• Proceedings of the Korea Society of Design Studies Conference
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• 2005.10a
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• pp.252-253
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• 2005

• Proceedings of the Korean Institute of Interior Design Conference
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• 2006.05a
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• pp.55-58
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• 2006

There can be two definitions of modern ideal medical surroundings. One is medical services satisfied patients' with their desire and the other is places suited to remedy realized by rational operation. Particularly, in case of dental service, there is a need for an effective regard of moving lines and there are many rooms for a dental service belonged to a curer and not a curer. So a design has been developed by many concerns. flow do we proffer more familiar and comfortable places to both a curer and not a cuter. Nowadays, the design is making progress to the unprecedented and up-to-date direction. I would suggest a general plan used by a nature of an original art for this design. The design used by a nature between human beings and things is able to induce comforts and intimacies. So to speak, I would like to remove artificial design and keep up organic lines, shapes and forms of a nature like it is. This study grasps the organizational limitation of this design and the visual characteristic of organic forms used by harmonious image of a nature and a new way is applied to limited medical places, a dental service, based on the study. Also, I'm go to examine the meaning and worth of a new design and suggest the direction of it.

• The Research Journal of the Costume Culture
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• v.15 no.3 s.68
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• pp.483-495
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• 2007

The purpose of this study is to examine the current situation of IMC strategies of Korean fashion brands which enter into Chinese market and to propose the efficient IMC strategies. Twenty Korean fashion brands which enter into Chinese market were selected and in-depth interviews with the managers were conducted. First, advertising is focused on magazines, and outdoor advertising, advertising in departments' magazines, distributing catalogs, and star marketing are performed in some cases. Brands often execute sales promotion activities such as price deduction, offering coupons, and presenting gifts. PR activities like events and sponsorship marketing which targets uncertain public or loyal customers are performed. PPL is conducted passively though it can be very effective. CRM is not operated systematically and customer management is conducted through tele-marketing and direct mail by shop managers. Web sites of brands have insufficient contents and are operated ineffectively. VMD follows brand's basic policy, but in cases of agents whose copyrights are transferred or branches which are place in areas where managing them is hard, shop managers operate their stores by themselves. Finally, because of socialistic consciousness, the perception about service of sales people is lacked.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.20 no.1
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• pp.65-71
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• 2016

The cyber world is organically alive. It continues to evolve as humans interact with it. Real life and virtual reality are directly or indirectly connected through technology at the network terminal. Branding, in the cyber world, is created by BI(Brand Identity), using designed symbols and logotype developed with digital technology. The objective of this study is to improve the brand value of enterprises and organizations through the use of moving images to adapt to the mobile environment in this rapidly changing cyber world. First, the basic concepts of brand identity, structure, and integrated brand identity were studied. Next, case studies of overseas enterprise branding such Swisscom, HP, BBC were analyzed examining their design concepts and implementation of integrated moving brands. Finally, moving brand identity is explored, for value enhancement, in my projects in ACM SIG CHI 2015, HCI Korea 2014, Aegis Ship 'Yulgok YiYi.' with a discussion of design planning and results. This treatise will contribute to the improvement of brand strategy and design in this country.

• Asia Marketing Journal
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• v.7 no.3
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• pp.161-176
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• 2005

Ever since Parkland corporation went into domestic men's fashion market with his own brand 'Parkland' in 1988, the company accomplished enormous sales increase compared to competitors and attained steadfast positioning as a leading brand with competence. This case study deals with the parkland's systematic efforts mainly focused on integrated business innovation such as production, distribution, and management innovation, and shows Parkland's differentiated marketing strategy which leads to outstanding business performance. And, strategic implications to succeed in the long run are followed.