• Journal of the Korean housing association
• /
• v.21 no.2
• /
• pp.31-39
• /
• 2010

The trend in which an apartment is regarded as not only a substantial property or 'residence' but also as a 'means of self-expression' for consumers is increasing in the present housing marketing, and thus, the apartment brand image has become an important field of marketing management. Therefore, the present study aimed to verify the difference between the image of a housing brand and the self-image of consumers in order to propose a singular direction of strategies for the formation of a differentiated brand image. As a result of research, analysis showed that there is a trend in which consumers show a more positive attitude towards a brand apartment that has a brand image closer to an ideal selfimage. Even if this trend is weak, it was confirmed that the consentaneity between a brand image and the self-image of housing products can become a variable having some influence on brand attitude. The survey method compared a brand image and a self-image by using Likert's 5-point scale on the apartment brands of the top three companies according to the study result of a national brand competitiveness index (NBCI). Self-consentaneity was determined by using the distance measurement model of self-consentaneity proposed by Sirgy (1982). The study data was collected from 210 persons and the PASW program was used for statistical data analysis.

• Proceeding of Spring/Autumn Annual Conference of KHA
• /
• 2009.11a
• /
• pp.23-26
• /
• 2009

The trend that an apartment is regarded as not only a substantial property called 'residence' but also 'means of self-expression' to consumers is increasing in the present housing marketing, and thus, the apartment brand image is settling down as an important field of marketing management. Therefore, the present study aimed to verify difference of brand attitude according to consentaneity between an image of a housing brand and self-image of consumers to propose one kind of direction of strategies for formation of a differentiated brand image. As a result of a research, the trend that consumers show more positive attitude on a brand apartment having a brand image closer to an ideal self-image was analyzed to exist even if it is weak, so it was confirmed that the consentaneity between a brand image and a self-image of housing products can become a variable having some influence on brand attitude. The survey method understood a brand image, a self-image and brand attitude by using a Likert's 5-point scale on apartment brands of upper three companies according to a study result of a national brand competitiveness index(NBCI) and understood self-consentaneity by using a distance measurement model of self-consentaneity of Sirgy(1982). The questionnaire for the present research was carried out by surveying students of D university and the PASW program was used for statistical data analysis.

• Journal of Families and Better Life
• /
• v.28 no.3
• /
• pp.179-187
• /
• 2010

Since the late 20th century, construction companies have developed different brands of apartments while keeping the LOHAS, well-being, ubiquitous, and one-stop-living concepts in mind. From this point of view, this study intends to define the diverse space planning needs of apartment residents. The purpose of this study is to suggest optimum guidelines regarding the subject of space requirements and planning by conducting in-depth interviews of residents whose apartment floor size is between $66m^2$ (20 Pyong) and $165m^2$ (50 Pyong) and whose apartment is less than 5 years old. The major findings were as follows: (1) The shortage of storage space in different types of apartment housing units was found to be a chronic problem. Thus, closet sizes mustbe increased. (2) The size of the master bedroom needs to be decreased, whereas the size of the kitchen and dining room as well as the size of the second and/or third bedroom must be increased. More space is required in common areas occupied by the family and larger closets are needed. Less space is required for the master bedroom.

• Proceedings of the Korean Institute Of Construction Engineering and Management
• /
• 2007.11a
• /
• pp.603-606
• /
• 2007

In an effort to secure competitive edges by increased product differentiation, construction firms began to market name brand apartments. Thus, intensified competition between apartment brand and Housing. This study is analysis the fact of apartment brand and housing with System Thinking. And We show the basic strategy about construction firms with SWOT matrix.

• Archives of design research
• /
• v.19 no.4 s.66
• /
• pp.145-154
• /
• 2006

In today's brand apartment ads, the image of high-tech apartment seeking consumers' convenience thanks to the introduction of ubiquitous and the image of nature-friendly apartment stressing consumers' well-being life have become a main stream. However, it seems that there lacks differentiation in expressing ad images, except some brands. This may also be related to the matter of providing effective communication, which is the ultimate goal of advertisement. Therefore, to suggest the effective communication methods of brand apartment ads, this study semiologically translated first the images thai recent brand apartment ads present, and then in order to review whether these images are properly delivered to consumers, this study conducted the image survey for brand apartment ads with 123 subjects, who are the group of design professionals. As a result, the survey showed that, in the semiological translation of ad expression, meaning sharing is made when ad concept and ad image are semiologically consistent, and it showed that the realization of successful ad communication between advertisers and consumers is possible, which starts from this kind of meaning sharing. Based on the results of this study, we could know that the introduction of semiology into ad planning can be a logical judgment criterion to provide effective ad communication.

• Korean Institute of Interior Design Journal
• /
• v.15 no.6 s.59
• /
• pp.159-171
• /
• 2006

As the increase in quantity of apartments has been stable, consumers' needs in housing quality become more diverse. According to the changes in the tendency of residents, construction companies has developed brands of apartment buildings with the concepts of LOHAS, well-being, ergonomics, ubiquitous. However, these trends has been focusing on the Capital area, and becoming fixed and typical in the way of delux quality, large-sized houses and a healthful residence. For that reason, this research is about survey on the needs of the local apartment residents, especially in Daegu. This analysis of their preferences will furnish basic data and offer possible interior plans to building companies making inroads into the Daegu apartment market. This research is based on the questionnaire forms which had been collected for two months(in Aug.-Oct.) of 2005 in Daegu and the amount of the samples is 135. All of them are the residents of the apartments where they moved in after 2000. The contents of this research include the evaluation of plane composition and practicality, interior finishing and design, and spaces for items. The results of this research show that the interior design and finishing materials of apartments in Daegu should be improved and the drainage and uncleanness of bathroom also need to be considered, much like the results of Seoul area. However, regarding the higher age range and life stage, the bedroom 2 needs to be planned for a study and the design of livingroom is prefered to be widely open. Besides, comparing with those in Seoul, the residents in Daegu demand that spaces for things (especially those in secondary kitchen and dress room) be more organized and convenient.

• Journal of Families and Better Life
• /
• v.26 no.6
• /
• pp.159-166
• /
• 2008

According to the change in diverse tendency of residents, construction companies has developed the brands of apartments with the concepts of LOHAS, well-being, ubiquitous, etc. The purpose of this study was to suggest space requirement and planning for residents characteristics. The questionnaire survey was adopted in this study and 252 cases were used for data analysis. The survey analysis has been made by using of SPSS WIN 12.0. The major findings were as follows; (1) Resident opinion about the direction of each space was investigated into the need of South-facing in master bedroom highly. (2) The residents didn't want to decrease the current size of each space, the space which wanted to increase was livingroom. (3) The significant variables of space requirement and planning for residents characteristics were family life cycle, the age of householder, the occupation of householder, the size of apartment.

• Korean Institute of Interior Design Journal
• /
• v.15 no.3 s.56
• /
• pp.111-117
• /
• 2006

In the recent years, domestic construction companies have tried to differentiate their apartments using brand positioning. Respective construction companies are attracting public attention with discriminative brands. This study investigated residents' preferences focusing on apartments facade design used in marketing strategy of brand apartments. Four concepts in surveyed brand apartments are deluxe, modern, eco-friendly and comfortable. According to the related study on design factor of apartment facade, the design factors are chosen such as the overall building shape, balcony form, main color, exterior wall shape, material, main access shape, pent house design and window size. As a result of analysis, there was a difference between brand concepts and consumers' views. Therefore, apartment facade design to differentiate their own companies' brand images should consider the perception of customers.

• Korean Institute of Interior Design Journal
• /
• v.24 no.5
• /
• pp.87-98
• /
• 2015

As an apartment house as well as improving quality of life is becoming one of the brands, it is increasing the importance of the outer space with the facilities in the housing complex. In particular, the outdoor playground such as the community facilities that children and adults share as the activity areas for residents has received attention. However, actually children have not used many of Korean apartment housing playgrounds that were installed formally in the scrap area according to the housing plan by residential construction standards. it is considered necessary to improve the quality of the playground in housing complex and reform it in order to make the eco-friendly play space in which children can play safely and h healthily. As an alternative, we analyzed the eco-friendly properties of the playgrounds installed in the eco-friendly housing complex in Germany and derived the main planning elements of eco-friendly playground. In the observational survey of the 10 playgrounds in 9 housing complexes in 5 regions in Germany, we evaluated the environment-friendliness of these playgrounds in the 8 fields(location and placement, ecological environment, play space, play equipment and facilities, additional facilities, materials and resources, energy saving, environmental load reduction) according to the levels(suitable, partial reflection, unsuitable, non-reflection) of reflection of eco-friendly planning factors. The following is the summary of the results about the reflection of eco-friendly planning factors. In terms of "suitable": location and placement(88.8%), play equipment and facilities(73.5%), additional facilities(60.6%), environmental load reduction(54%), and ecological environment(50%) were higher than others. In terms of "unsuitable": there was nothing. In terms of "non-reflection": energy saving(95%), additional facilities(32.2%), and materials and resources(30.9%) were in order. Therefore, on the basis of these results, this study proposed the planning indicators to be considered first and the planning factors that should be complemented and improved in the construction of apartment housing playground in future.

• Korean Journal of Construction Engineering and Management
• /
• v.15 no.4
• /
• pp.86-94
• /
• 2014

Since the late 1990s, mixed-use apartment, armed with high qualities and large scales with a high ratio of TFA(Total Floor Area) have been continuously provided accommodating exclusive community facilities along with high-tech securities, not to mention excellent skyline view. However, especially in mid-small cities, there have been only a few supplies. As a result, none of the mixed-use housing provided by high-end brands has ever been built in non-metropolitan area. But constructors couldn't plan the projects which aims to build the mixed-use apartment in local city, because they couldn't get the basic data or advanced research for feasibility analysis. Therefore, to suggest the useful price for mixed-use apartment supply project of local city, the PSM(Price Sensitivity Method) widely used for determining the price preferences as a market research tools has been applied. As analysis results, the estimated price of mixed-use apartment is 10.8% higher than general apartment, and mixed-use apartment has lower price sensitivity than general apartment. As price determinants, the age, education level and family size influence on UTP in significant level. It is expected that these research findings can be applied for establishing the solid marketing strategy of mixed-use apartment development project in local city.