• 한국의류학회지
• /
• 제38권4호
• /
• pp.495-505
• /
• 2014

This study investigated the type of fashion brand concepts and derived the components of fashion brand concepts. A total of 125 brand concept texts of women's wear brands were collected from "2012/2013 Korea Fashion Brand Annual" (S. M. Kim, 2012). A qualitative research method was employed. To investigate the types of fashion brand concepts, the texts were classified into three types such as functional, symbolic, and experiential concepts, and four complex types such as functional/symbolic, functional/experiential, symbolic/experiential, and functional/symbolic/experiential concepts. Open coding and axial coding provided the components of fashion brand concepts. The results were as follows. First, an investigation of the types of fashion brand concepts indicated differences in the types of fashion brand concepts and the types of general product brand concepts. One content of a fashion brand concept could be interpreted as more than two concept types; consequently, many fashion brand concepts did not fit the notion of the types of general product brand concept. Most fashion brand concepts simultaneously encompassed more than two types of brand concepts at once. Second, the components of fashion brand concepts consisted of 55 subjects, 7 sub-categories (physical/intrinsic product characteristics, symbolic/conceptual product characteristics, target demographics, target consumer behavior, brand capability, brand values, and brand management/marketing) and 3 categories (product, target consumer, and brand).

• 한국조리학회지
• /
• 제11권1호
• /
• pp.18-29
• /
• 2005

The study is to find the relationship between brand concept consistency and the consumer attitude toward the extended brand and the moderating roles of knowledge, involvement and typicality on their relationships in the food-service industry. In the severely competitive market, brand extension strategy has become a key strategy to the companies that are trying to expand in the new market and to cut down the marketing cost. First , the similarity which is measured by consistency of brand concept has a positive effect on the consumer attitude toward the extended brand. Second, the knowledge on the original brand has moderating effect on the relationship between consistency of brand concept and the consumer attitude toward the extended brand. More knowledge brings on more favorable attitudes.

• Asia Marketing Journal
• /
• 제14권3호
• /
• pp.153-167
• /
• 2012

KB Kookmin Card has separated as an independent corporation from KB Kookmin Bank Credit Card Business Group on March, 2011. Ever since, KB Kookmin Card worked to build its own brand identity. The strategic preparation and conscientious implementations made KB Kookmin Card position in consumer's mind with a strong and unique brand image. Its new brand image was rooted in the inherited strengths of reliable and sincere image. However, it faced the challenge to compete in credit card industry in which most competitors had an advanced and sophisticated image. The strengths of KB Kookmin Card were also at the same time their limitations. KB Kookmin Card took a strategy that strengthened the strengths and improved the weaknesses. It focused on the core competence of being a people's sincere life supporter that helps people make savings from everyday events to make a good sum rather than being a lump sum benefit. The brand introduction strategy was implemented in 2011. The implementation focused on the activities that made internal as well as external customers be aware of the brand. Communication programs using a variety of media were executed to attain this goal. In 2012, second phase communication programs were introduced to elaborate the newly established brand image. It introduced many extended products as well as accessory programs which targeted the segments. Also, various CSR activities in many social domains helped consumers and the public to consider KB Kookmin Card an authentic, caring, trustworthy, and consistently-developing supporter in their everyday lives.

• 복식문화연구
• /
• 제15권1호
• /
• pp.81-97
• /
• 2007

The purposes of this study were to build the concept of luxury brand and analyze the previous luxury brand studies. A number of publication and journals were reviewed and analyzed depending on subjects and year. The result of review and analysis were as follows: 1. The concept of luxury brand in the previous studies were arranged and the concept of luxury brand was defined by special characteristics of luxury brand. The subjects were usually categorized into three fundamental groups: luxury brand consumer characteristics, Marketing's 4P of luxury brand, social & culture analysis of luxury brand. In general, the studies of luxury brand consumer characteristics are conducted most actively, and they are followed by the marketing of luxury brand and social & culture analysis of luxury brand. 2. Luxury brand studies were organized by year. As a result, of this study, It tends to increase the concern and studies of luxury brand from 2003 to 2005. At the beginning of luxury brand studies, the consumer characteristics studies were researched actively. However the marketing studies were increasing and subjects were diversed gradually. But, previous studies of Luxury brand lacked in explaining changed consumer characteristics, marketing and social & culture analysis. Thus, this study directed the future studies to study deep into luxury brand studies.

• 복식문화연구
• /
• 제14권2호
• /
• pp.177-191
• /
• 2006

The purpose of this study was to analyze the signification system between logo and brand concept systematically in sportswear brands. For this purpose, 37 apparel brands focused on sportswear brand were selected and the results of the study were following : First, the sportswear brands that symbolize a specific sports used a related supplies such as a golf ball or tennis ball, etc to express sports or concept that pursuit each brand. Second, the sportswear brands used the brand logo that represent or symbolize a specific animal, plant and natural world to express a strong spirit of sports and active energy. Third, the sportswear brands used the word mark or symbol that design a brand name in dynamic or speedy typeface to represent a speed and progressive spirit of sports. Fourth, the sportswear brands used the symbols that represent a concrete object, person such as a mast, shield, etc to emphasize the brand concept. Fifth, the sportswear brands used the symbols of a graphic or geometric style to represent the special quality of brand in type.

• Asia Marketing Journal
• /
• 제12권4호
• /
• pp.1-25
• /
• 2011

중화권 시장의 지속적인 성장으로 글로벌 브랜드들은 중화권 시장에 성공적으로 진입하기 위해서 다양한 노력을 기울이고 있다. 중화권 시장에 속한 국가들은 중국어를 공통적으로 사용하기 때문에 이 시장에 진출하려는 기업들은 영문 브랜드네임을 중문 브랜드 네임으로 전환해야 한다. 중문 브랜드네임에 대한 기존 연구들을 살펴보면, 중화권 시장에 진출한 글로벌 브랜드네임에 대한 사례분석에 초점이 맞추어져 있을 뿐 브랜드가 제공하는 편익과 중문 브랜드네임 전환방식과의 관계를 실증적으로 검증한 연구는 부족한 실정이다. 따라서 본 연구는 영문 브랜드네임이 중문 브랜드네임으로 전환되는 방식에 대해 살펴보았으며, 브랜드컨셉에 따라 중문 브랜드네임 전환방식에 대해 중화권 소비자들은 다른 평가를 내릴 것이라 예측하고 이에 대해 실증적으로 검증하였다. 연구결과 중화권 소비자들은 기능적 브랜드 컨셉제품의 경우 음운과 의미가 반영된 음운어의론식 전환방식에 대해서 가장 호의적으로 평가하였으며, 다음으로 의미가 반영된 의차식 전환이 호의적인 평가를 받았다. 반면에 상징적 브랜드 컨셉제품의 경우는 음운어의론식 전환방식을 가장 호의적으로 평가하였으며, 다음으로 음운이 반영된 음차식 전환에 대해 호의적으로 평가하는 것으로 나타났다. 실증결과를 토대로 글로벌 브랜드를 담당하는 브랜드 매니저들에게 자사 브랜드가 중화권 소비자들에게 제공하는 목표 편익에 따라서 중문 브랜드네임 전환방식이 달라져야 함을 제안하였다.

• 한국의상디자인학회지
• /
• 제17권1호
• /
• pp.141-154
• /
• 2015

The purpose of this study is to look for a development plan for strategic brand logo by a means of scrutinizing general characteristics and trend in the visual properties of outdoor logo brands. In this study, data research and analysis were conducted over the 68 outdoor brands in circulation in the domestic market based on the information on the website of each brand in order to examine the visual characteristics of an outdoor brand logo. For this, it was performed to examine the desired brand concept of each brand and to analyze the visual characteristics of typeface, color, and type of logo. The results of this research are the followings: First, it was found that the most popular typeface in outdoor brand logos is a capitalized Gothic type. It seems that the logo type is designed to symbolize power, toughness, and masculinity and to express the concept of sportswear brand. Second, when it comes to color, black color tone appeared most frequently, and also reddish colors among chromatic colors were prevailing over others like green, blue, or yellow. It is believed that reddish colors were used to express passion, power, youthfulness, and energy; black color tone for tough, masculine power. Third, the logo symbol of outdoor brands mostly contains mountain, the heads of powerful animals, spherical shape/abstract image that embodies outdoor sports activities. It was analyzed that these resulting symbols were chosen to convey the images of nature, conquest, challenge, future, and passion that are the brand concept of most outdoor brands. Today, in our country, the logo of an outdoor brand is the important factor that symbolizes the brand concept, function, or characteristics. Therefore, the necessity of constant follow-up researches is required to devise the way of designing the brand logo that can build brand power and enhance brand image.

• 복식문화연구
• /
• 제12권4호
• /
• pp.614-627
• /
• 2004

The objectives of this study were to investigate the relationships between self-concept and cosmetic benefits sought, to disclose the differences in the benefits according to demographic variables and cosmetic purchase behavior, and to examine how cosmetic benefits were influenced by self-concept and demographic variables of women. Subjects were 453 women in age from 18 to 55 years in Seoul. Four dimensions of cosmetic benefits of women were derived by factor analysis :＇brand orientation＇, ＇fashion＇, ＇economies＇, and ＇functional efficiency＇, Cosmetic benefit was influenced most by family self-concept, and self-concept was influenced most by benefit of economics, next by functional efficiency, and fashion. Brand orientation, fashion, and economics showed significant differences according to marital status. The higher the income, the higher the score on brand orientation, fashion, and functional efficiency. There were significant differences in brand orientation, fashion, and economics according to cosmetic purchase expense, the number of purchase times, and stores, while functional efficiency showed no significant difference depending upon the number of cosmetic purchase times. Brand orientation was influenced by marital status, income, and physical self, fashion influenced by age(-), physical self, income, and family self(-). Economics was influenced by family self(-) and marital status(-). The present findings provided that self-concept such as physical self and family self is significant variables to understand the cosmetic benefits sought.

• 복식문화연구
• /
• 제13권5호
• /
• pp.833-843
• /
• 2005

The purpose of this study was to investigate the characteristic of logomark in unisex casual apparel brand. For this study, first 36 unisex casual apparel brands were selected from the Dictionary of Fashion Brand, second analyzed the common word showing in them. Third, the logomark of the unisex casual apparel brand were classified into two types according to the typeface character of the logomark, there were serif typeface, sans-serif typeface. Fourth, analyzed the relationship between the typeface image of logomark and brand concept. The results of the study were following : First, the common word that used the most frequently in brand concept were investigated and the order of common word was reasonable, comfort or natural, practical, modern, traditional and basic. Second, The unisex casual apparel brand used the most frequently the sans-serif typeface that represents the images of simple, modern and active sense in the typeface of logomark. Third, the unisex apparel brands used the most frequently English as brand name among the various languages. Fourth, the unisex casual apparel brands were lanuched mostly except several of them after 1990.

• 디지털융복합연구
• /
• 제10권3호
• /
• pp.71-78
• /
• 2012

본 연구는 모브랜드로부터 상당한 거리가 있는 제품범주로의 브랜드 확장(비유사 브랜드확장)에 영향을 미치는 모브랜드의 컨셉과 사고방식의 주효과는 물론, 이들 변수간의 상호작용효과인 조절효과를 살펴보고자 하였다. 이를 위하여 속옷브랜드인 캘빈클라인(상징적 컨셉)과 보디가드(기능적 컨셉)를 모브랜드로 선정하였으며 확장제품으로는 지갑을 선정하였다. 연구결과 1) 기능적 브랜드컨셉보다 상징적 브랜드컨셉에서 브랜드 확장의 적합성 판단 및 평가가 높게 나타났으며, 2) 종합적 사고자들이 분석적 사고자들보다 브랜드 확장의 적합성을 높게 판단하고 호의적으로 평가하였다. 뿐만 아니라 3) 상징적 브랜드에서는 사고방식에 따른 적합성 판단 및 평가가 큰 차이를 보이지 않았지만 기능적 브랜드에서는 상대적으로 큰 차이를 보여 변수들 간의 상호작용 효과를 살펴볼 수 있었다. 이러한 연구 결과는 글로벌 시장 환경 하에서 기존의 브랜드컨셉을 고려한 다양하고도 실질적인 마케팅전략을 수행하는데 상당한 기여를 할 것이다.