• 한국HCI학회:학술대회논문집
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• 2009.02a
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• pp.841-845
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• 2009

The aim of this study is to analyze the unique framework of Hong Kong brand and compare it to Seoul through examining the process of developing city brand visual identity, which is top-down. As Asian cities, the processes of developing their city identity system to be strong city brands have taken outstandingly different steps between two cities. Hong Kong has the strongest tourism attributes modernity, stability, attractiveness of tourism attributes. Hong Kong has the most competitive power. Korea is the least one. Hong Kong has made it as a good example of a city brand and proved it through tourism statistics which are one of visible branding results. Apparently, it gives us constructive suggestions to consider its steps for developing city brand identity.

• Asian Journal of Business Environment
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• v.8 no.4
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• pp.17-27
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• 2018

Purpose - Current study aimed at investigating the symbolic and evaluation relevance to global luxury brands as the causes of inducing social identity verification, and also explored whether the social identity verification will affect the attitude toward the brands. Research design, data, and methodology - 323 questionaries from Chinese consumers were used to test hypotheses by structural equation model of AMOS 22.0. Results - First, social identity verification positively affected on the brand attitude. Second, both the symbolic relevance and the evaluation relevance positively affected on social identity verification. Third, the mediation roles of social identity verification were identified. Social identity verification played a full mediation role in the effect of the symbolic relevance on the brand attitude, and played a partial mediation role in the effect of the evaluation relevance on the brand attitude. Conclusions - This study could contribute to the advancement of theory concerned with the roles of consumers' social identity verification which induces positive attitude toward the global luxury brands. Global brand managers in China should try to search ways by which consumers can feel both the symbolic relevance and evaluation relevance to their luxury brands, and should make efforts to improve the symbolic relevance and evaluation relevance to their brand.

• Journal of Fashion Business
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• v.20 no.6
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• pp.111-134
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• 2016

A luxury brand bag is a medium to symbolize brand identity and plays a role in enhancing brand value. A typical example is a designer signature bag such as Hermes Kelly Bag, Birkin Bag, and Lady Dior Bag. The purpose of this study is to analyze the design changes and acceptance of identity of luxury brand bags and examine the design characteristics that succeed to the value of a luxury brand bag. The subjects of the study focused on Louis Vuitton, Gucci, and Chanel bags. Photos were collected from www.vogue.co. uk. based on the fashion collections from S/S 2007 to S/S 2016. The study methodology was to analyze the kinds, shapes, colors, materials, and the ornament of subject bags based on previous studies. The results of the study were summarized as follows. For the identity and design changes of each brand, Chanel has tried to combine functionality pursued in the past with constantly changing femininity by making bags in fantastic moods using various materials and free shapes. Gucci has constantly used Ornament elements holding the brand identity of classic bags and trend colors to keep tradition. Louis Vuitton holds fast to its functional shape to protect brand identity through design philosophy that started with a travel luggage and attempts to express modern emotion through Ornament changes. This study confirmed that luxury brands have accepted their unique design characteristics holding brand identity to improve their brand value and attempted to change constructive elements in many different ways for modern reinterpretation.

• Journal of Digital Convergence
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• v.15 no.12
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• pp.159-167
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• 2017

The purpose of this study is to examine the effects of brand identity of coffee specialty stores on customer 's brand trust of customers, brand attachment, revisit intention, and word of mouth intention. A survey was conducted and 342 copies were used in the analysis of the structural equation model. As a result of the study, the brand identity was proved to have a positive effect on brand trust. In addition, brand trust has a positive effect on brand attachment, indicating that it affects affection on the brand depending on the degree of trust on the brand. Brand attachment had a positive influence on revisit intention and positive influence on word of mouth intention. Therefore, the proper construction of brand identity is linked to the acquisition of fixed customers by linking with the intention of repurchase, and it affects the profit generation of brand, so the brand manager can confirm that proper establishment of brand identity and marketing strategy should be set up.

• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.5
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• pp.672-682
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• 2015

SPA brands have quickly expanded in domestic fashion markets as native SPA brands enter markets that foreign SPA brands previously occupied. It is important that each SPA brand establish its own brand identity to differentiate itself from other brands when SPA brand competition in fashion markets increases. This study investigates how SPA brands express brand identities through colors due to their importance for visualization strategies and brand identity. This study conducted a simultaneous literature study and case study. First, this study reviewed the theoretical background of brand identity and its relationship with colors as well as SPA brands by studying relevant literature and cases of domestic academic theses and data on Internet web sites. After reviewing the theoretical background of SPA brands, this study selected 4 stores of SPA brands (8SECONDS, H&M, UNIQLO, and ZARA) as case study targets and analyzed the stores' external appearance, interior and product colors. Store analysis divided colors into identity colors and trend colors with each SPA company expressing its own brand identity through: the store's external appearance (logo color), painted interior colors (ceiling, floor, walls, mannequins, hangers, equipment, and store-carrier bag), or trend colors (reflected in the store's main display hall or products). The results consider that each SPA brand sets the mass market as their target, and chooses the commercialization of latest fashion by selecting the latest trends in the fashion trend cycle, so its products do not reflect characteristics symbolizing the company's uniqueness and brand.

• Proceedings of the Korean Institute of Interior Design Conference
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• 2006.05a
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• pp.135-139
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• 2006

Today, brands are transforming into a strategic structure which emphasize brand image more so that the product itself, and the brand identify that factors in personal preference and taste assume important positions. In particular, space where brand identify is factored in is increasingly in importance these days, which means that it is no longer about selling products themselves, but selling brand image. Accordingly, it is necessary to approach in a strategic manner when it comes to the space that factor in brand value in terms of selling brand image. Accordingly, this research examines the relationship between brand identity and space components through the space in coffee shops where brand identity is applied, to identify how indoor expression trend is utilized.

• Science of Emotion and Sensibility
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• v.16 no.1
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• pp.11-28
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• 2013

This article aims to explore the interactive roles of types of primed identity (local versus global identity) and types of ad framing on brand evaluations. The authors designed 2 experiments in which each experiment followed a $2{\times}2$ between-subject design. The empirical results showed that a gain-framed ad induced more positive emotional responses than a loss-framed ad, and the positive affective responses lead to more favorable brand evaluation. Furthermore, the results showed that there were interactive effects of primed identity and types of advertisement frame on brand evaluation. In the additional analysis, the results showed that when people with local identity were exposed to the gain-framed ad, they would engage in a higher level of integration processing than those in the control group, which in turn induced more favorable evaluation to the local brand. That is, the integration processing mode played a mediating role between the interaction (local id priming ${\times}$ ad frame) and the local brand evaluation. However, in the case of global brand evaluation, the integration processing mode did not play such a mediating role.

• Journal of Distribution Science
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• v.21 no.2
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• pp.7-20
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• 2023

Purpose: With the unique feature of O2O, consumers are now able to check the profile of the services and products online and then consume them in offline venues or vice versa. This study provides motivation and practical implications about online-to-offline (O2O) distribution channels and investigates the relationship between economic values, service consistency and brand identity attractiveness in the O2O distribution channel. Then identify the impact of brand identity attractiveness on the performance (reputation and reuse intention). Research design, data, and methodology: Structural equation modeling (SEM) has been used to investigate the relationship between economic value and brand identity attractiveness, which affects the reputation and reuse intention of services in O2O. Results: Empirical results show the positive and significant impact of economic value and service consistency on brand identity attractiveness which results the positive and significant impact on performance (reputation and reuse intention) in O2O. Conclusion: In the O2O distribution channel, economic value is an important aspect for the attractive image and brand identity. On the other side, brand identity attractiveness is important for the bright future of O2O services, continuous growth, achieving the distinct goal, keeping good promises with customers, and a better reputation of O2O services in distribution channels.

• Journal of Information Technology Applications and Management
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• v.28 no.3
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• pp.89-108
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• 2021

The value of culture receives the attention of the world in order to solve urban problems and revitalize cities. Cultural city policies are implemented in Korea and EU to revitalize cities by utilizing cultural values. Although the cultural city policy is effective for urban regeneration, it has not been verified whether it has a positive effect in terms of urban identity and customer-based city brand. This study investigated whether cultural and artistic infrastructure and cultural artistry, which are resources of a cultural city, have a positive effect on urban identity, and whether urban identity affects the brand recognition and the perceived quality of a city. For this study, questionnaires were collected from 208 people residing in Seoul, and empirical analysis was conducted on 206 copies of them, excluding 2 copies of insincere answers. The infrastructure and cultural artistry of cultural and artistic resources showed significant results in the positive relationship between the cultural specificity of urban identity, social system and growth potential. Cultural specificity of urban identity also showed a significant positive effect on city brand equity. In the case of the social system and growth potential of urban identity, there was a significant positive effect on perceived quality, but insignificant results were found in the relationship with brand awareness. Through the results of this study, practical implications can be drawn for cultural city policy implementation and city brand management.

• Korean Institute of Interior Design Journal
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• v.17 no.2
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• pp.140-149
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• 2008

The purpose of this study is to consider the present situation and cases of culture marketing as brand identity shown in Window Display Area, focusing on department store and fashion brand, one of the recent cultural trends. Display in windows of existing department store and fashion brand has represented ultimate goal of sales by coordination of products, seasons and themes based on profits. However, display has recently become brand identity which department store and fashion brand create by correlating art and commercialism since the era of various lifestyles and emotional consumption. Through identity in department store and fashion brand, cultural marketing shown in show window display space cooperates with customers, corporations, artists and culture and art foundations. The result of this research is the following : First, corporations result in improvement in their image and brand perception with a distinctive marketing strategy. Second, as an agent of art customers form a positive relation with corporations and can feel emotional values and enjoy culture through cultural marketing contents, which are shown by department store and brand. Third, we can expect that artists, culture and art foundations form the best partnership by creative activities with department store and brand and cultural marketing activities make a great contribution towards society.