• 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.

• Journal of Digital Convergence
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• v.16 no.5
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• pp.385-390
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• 2018

This study categorizes cases of industry-wide collaboration works, which is getting more actively conducted in a various forms and purposes for forming fixed brand identity and reinforcing brand identity, by analyzing its characteristics, and suggests new categorization in brand marketing perspective with diverse cases. Furthermore, the concept of collaboration in $4^{th}$ industrial revolution, so-called ICT, IOT, is studied for seeking developmental direction of collaboration which is being. As a result, approaches about application methods of and categorizing methods of collaboration in the aspect of design and branding were seeked. Based on this research, it is expected to be used as a reference for branding and marketing approach to domestic collaboration works, and it is also hoped to help following researches on guide line and following researches on collaboration.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2009.11a
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• pp.222-225
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• 2009

오늘날은 국가 중심의 경쟁구도에서 벗어나 도시가 국가경쟁력의 중심으로 떠오르는 시대이다. 이러한 추세에 맞춰 각 지방자치단체들은 도시 브랜딩과 대외경쟁력 제고를 위해 꾸준한 노력을 기울이고 있다. 또한 공공디자인에 대한 관심과 맞물려 관련사업도 활발하게 진행되는 가운데, 도시의 정체성 확립과 시각적 통합을 위한 비주얼 아이덴티티 디자인도 적극적으로 도입되고 있다. 그러나 비주얼 아이덴티티의(C.I, 캐릭터, 슬로건) 제작에만 치중한 나머지, 비주얼 아이덴티티가 적용되는 공공시설물과의 조화는 고려되지 않은 채, 여러 요소가 혼재, 남발되어 제작의도와는 반대로 오히려 도시에 혼란을 초래하고 있다. 또한 시스템 부재와 전문성 결여로 인해 목적의 구분 없이 사용되고 있어 비용이나 노력에 비해 효과적이지 못하다는 문제점도 지적되어 왔다. 비주얼 아이덴티티는 결과물 자체도 중요하지만 체계적이고 효율적으로 적용될 때 비로소 도시의 정체성과 질서가 바로 세워진다. 본 연구는 비주얼 아이덴티티의 체계적이고 효율적인 적용을 위해 가장 우선시 되는 조화성을 중심으로 경기도 안산시의 비주얼 아이덴티티와 공공시설물을 대상으로 조사, 분석하였다. 이는 향후 도시 비주얼 아이덴티티 디자인의 효과적이고 체계적인 활용 가이드라인을 위한 기초 자료로 제공하는데 그 의의가 있다.

• The Journal of the Korea institute of electronic communication sciences
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• v.7 no.3
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• pp.597-606
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• 2012

The description of this paper was made putting the emphasis on CIM Interface configuration with a college policy program as the center whether it is suitable or not for a college promotion. CIM Interface technique for a college promotion is an expression method by visual requirements. Alternatives to a college promotion turned up which are depending on Contents, Image, Marketing strategies by visual elements. The application of consumer contents to give users information did the role of a channel inducing the users to join. Besides, an information designing enabled the information structure to be a visual expression by being grafted on content consistency. First above all, the implementation policy of such systematical formation could be found through University Identity Program-IMC useful as a branding strategy of a college promotion. Like this, a methodology which is able to increase the efficiency of college promotion through a process and a connection was established.

• Cartoon and Animation Studies
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• s.36
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• pp.593-617
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• 2014

This article is aimed at evaluating the comic industries cluster in the cartoonists' perspective in terms of benefits, innovation milieu and loyalty. This article surveyed the 105 cartoonists in the Bucheon comic industries cluster, which has been established since 1998. As a result of analysis, cartoonists evaluated the comic industries cluster in term of facilities, knowledge and information, and social relationship in the positive way. However, the business network with the comic companies, the other contents industries is not established. The communication and collaboration between the cartoonists and local communities is not active in the Bucheon comic industries cluster. In addition, while comic industries cluster is effective in terms of city branding, the comic industries cluster is not effective in terms of economic impacts. In general, cartoonists' loyalty to the comic industries cluster is highly evaluated. The five factors such as knowledge, policy, urban regeneration, facilities are very significant in terms of the cartoonists' loyalty. This article concludes with a discussion of the sustainable strategies of the comic industries cluster in the context of creative city through comic resources.

• Journal of Distribution Research
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• v.10 no.2
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• pp.73-97
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• 2005

The importance of emotional factors like as product aesthetics, branding strategies and service quality is increasing in today's marketplace. At the point of fashion product purchases, emotional factor is mainly related to personal selling. Rasearches related to job aptitudity of fashion salesperson are necessary as their role becoming more serious. This study was designed (1) to determine factors of job aptitudity of fashion salesperson; and (2) to examine relations between job aptitudity of fashion salesperson and other variables: demographics, job statistics, fashion involvement fashion innovativeness, ongoing information searching and job satisfaction. As a result, job aptitudty of fashion salesperson was determined into six dimensions by factor analysis: product knowledge, professionalism, involvement to the present profession, marketing cooperator, customer orientation and self management. Marketing cooperator and product knowledge was relatively !ow compared to other aptitudity factors. This finding suggests that the special education programs including textile/fashion product knowledge and value of field information for fashion salesperson is needed to enhance the integrated fashion marketing. The job aptitudity of salesperson was correlated with fashion involvement, fashion innovativeness, ongoing information searching, and job satisfaction. The job aptitudity-related scales which showed significant relation to job aptitudity in this study could be used as the index to examine the job aptitudity of potential employees of fashion retail company.

• Journal of Korea Entertainment Industry Association
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• v.14 no.3
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• pp.211-227
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• 2020

This study intends to analyze the storytelling strategy of EBS's YouTube channel , which has been creating a remarkable cultural phenomenon since April 2019, and to examine the potential for its transition to transmedia franchise. Based on Henry Jenkins'seven principles of transmedia storytelling, shows satisfactory relevance in all but 'multiplicity'out of the 10 capacities consisting of the principles. In particular, was found excellent in terms of core capacities such as 'spreadability', 'immersion', 'worldbuilding', 'continuity', 'drillability' and 'performance'. In addition, critical discourse analysis(CDA) in sociocultural practice dimension of the keywords of the related news articles has discovered that is strongly linked to the following five values: 'social integration', 'resistance against authoritarianism', 'self-dignity and reasonable individualism', 'gender neutrality' and 'ecologism', indicating the reason why the work has been able to resonate so extraordinarily with participants across all generations. By answering the two chosen research questions, this study has proved that has high potential to be successful in evolving into transmedia franchise, while keeping building a new realm of edutainment storytelling by cleverly exploiting EBS's unique identity as a public education broadcaster. is viewed as an exceptional property capable of advancing transmedia storytelling in the local market; thus, productive arguments and contemplation over its evolution in storytelling needs to continue so that it can maintain a long-lasting positive influence.

• 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.