• Journal of the Korean Society of Costume
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• v.47
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• pp.101-112
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• 1999

This study examined 1) retail buyer's reasons for buying imported apparel and brand license business and 2) types of information sources which they searched for the businesses 3) types of product/vendor selective criteria Seventy subjects of one hundred samples responded. They were designers merchandisers of apparel companies and buyers of department stores. The results of empirical studies were summarized as follows: 1) Buyers & merchandisers recognized domestic market responses as the most important information source for selecting foreign brand. The critical problem of buying and brand license was deficiency of professionals in fashion retail 2) Buyers & merchandisers primarily recognized brand identity and exclusive style of the product when selecting puoduct or vendor. 3) Buyers & merchandisers primarily recognized return policy and good delivery of the vendor when selecting vendor 4). There were relationships among incormation sources selective criteria of product/vendor and buyer's characteristics.

• Management & Information Systems Review
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• v.34 no.2
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• pp.79-95
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• 2015

The purpose of this paper is to evaluate the effects of perceived risk and brand attitude on licensing brands comparing with non-licensed brands(virtual brand). Data was collected through a self-administered questionnaire in quasi-experimental design setting. I designed the experimental setting that there were two virtual companies to sell the luxury bags(symbolic goods) or cruise tour(experiential goods) and to launch their goods with own brand or licensed brand. The experimental groups were composed of women consumers who were familiar with consuming experiential goods and symbolic goods. Results from the experiment suggest that consumer's perceived risk on brands gives a negative impact on brand attitude. And congruence in goods types and licensed brand values leads to difference in the level of perceived risk. In experiential goods, brand licensing from famous and experiential brands can reduce perceived risk. But in symbolic goods, brand licensing effect which reduces the perceived risk is less effective than in experiential goods. This findings suggest that brand licensing may lower the level of consumer's perceived risk, but incongruity in goods type and brand value may result in strategic failure.

• Journal of the Korean Society of Costume
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• v.50 no.3
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• pp.161-178
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• 2000

This study intended to provide the visual basic data of efficient fashion advertising for Missy Brands in the 21 th by investigating and analyzing the creative strategy related to expression of fashion advertisement. The Research methdologies were as follow. First, the change of domestic advertising industry, theoretical background of the creative strategy and the condition and problems in the domestic Missy market were studied through the relevant fashion advertisement and periodical publications. Second, the content analysis was done using the advertisement of Missy Brands in Fashion magazine, " ELLE" which were published from 1992 to 1998. (3/6/9/12). The results were summarized as follows: First, the ELLE's analysis results were to increase in number of the advertisements for the teenager Brand fro 1993 and for the I.B.(Imported Brand) or L.B(License Brand) from 1995. As a result of the analyses, we suppose that a number of advertisements are proportional related to the sales of Brands. Second, the re were significant differences between D.B. (Domestic Brand) and I.B(Imported Brand) or L.B.(License Brand ) in the change of creative strategy for Missy Brands advertisements. The creative strategy of D.B. ads was used more importantly in linsuistic message than in visual message. On the contrary, the creative strategy of I.B.(L.B) ads, attached importance to the visual message(photo). Third, the ads of TIME showed ads, effect to have relevance to sales. The creative strategy of TIME ads. appeals to consumer for consistent Brand image, at the same time reflects the distinctive Brand image from the other. This study was suggested the creative strategy change of TIME through the visual data base.data base.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.17 no.7
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• pp.348-356
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• 2016

The concept of license sales and its business model, which was introduced by Dolby 40 years ago, was implemented by Intel in the form of their promotional strategy "Intel Inside" and became the basis for Sharp's Plasmacluster. This strategy proved to be useful in securing stable profitability and competitiveness in the market, as it is designed to (i) license technology, which is an intangible asset, and (ii) combine various communication activities and management strategies to create a brand for the licensed technology. Although the concept and theory of "Technology Brand Marketing" are not fully understood, we know that they exist and are fully functional. Many corporations have branded their technology, though their intention may not be as clear as that of Dolby or Intel. This paper introduces the technology brands of advanced Japanese corporations in different sectors that have striven to earn credibility through "Technology Brand Marketing" and the possibilities this has opened up for them.

• Journal of the Korean Society of Costume
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• v.33
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• pp.89-104
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• 1997

The purpose of this study is to analize the introduction statues of a license brand and an importing brand from the foreign clothing companies then suggest the preparation to win in competition The suggestions are as followings ; 1, Develop the own brand which meets orig-inal concept. 2. Avoid an indiscreet and unplanned im-porting of foreign brand clothing. 3. Need consistant investigation of con-sumer's purchasing trend. 4, Instead of importing foreign brand re-quire discrete strategy of its own devloped B.(Private Bradn) clothing of department store. 5. To prepare for fast changing in a distri-bution market need education program for experts. 6. Develop various distribution companies that can provide convinece to customers.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.8
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• pp.1180-1189
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• 2007

The purpose of this study is to search the level of localization strategy of imported brands in Korean Market, to investigate relationship between the brand characteristics and localization strategy, and to study the case about localization strategy of the brand selected according to the type of brand. The survey research was employed and for the data analysis, descriptive statistics, one-way ANOVA, and multiple-regression were used. For the case study, interview with the person who works in the each kind of company was used. The results of this study were as follows: Firstly, the level of localization strategy is found in order price, place, promotion and product. Secondly among the brand characteristics, type of brand, proportion of garments, price zone, launching time, number of shop are related with localization strategy, but turnover and number of the staff are not. Thirdly, license brand has the characteristics like as national brands and the differences between the branch and the agent is confidence and communication that are the basic elements of localization. This study can help national brands to refer the localization strategy and provide the understanding of localization strategy of imported brands in Korean fashion market.

• Journal of the Korean Society of Costume
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• v.22
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• pp.177-192
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• 1994

The purpose of this study lies in giving help to the rational life of clothing of costmer and presenting some measures for solving problems of the fashion merchandising policy of children's ready-made clothes and the searching of feasibility of the children's ready-made clothes market in the wave of market liberalization. data for this study were obtained from interviews with managers in children's apparel company. The results are as follows : the most important change of children's ready-made clothes market is the increase in national brand license brand direct import brand and the variety of the channel of distri-bution. The most children's apparel companies showed double-edged viewpoints for these tendencies in the wave of market libera-lization. In therms of positive aspect it would give stimulus to improve product quality of fashion merchandise which were the most dis-advantageous factors in competing with oversea's brand. In terms of negative aspect it would bring the oversupply and the foreign product's penetration in domestic market. In order to improve the present condition the companies should try to establish strat-government should try to support to the small and medium sized apparel firms.

• Journal of Fashion Business
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• v.4 no.2
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• pp.51-67
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• 2000

The purpose of the study was to investigate general characteristics of brand images of men's wear manufacturers and differences in their brand images according to characteristics of their brands and their merchandise. Thus, this study was to be an exploratory study to search apparel niche-market in men's wear market for the marketers by exploring trends of brand images of men's wear manufacturers. The questionnaire consisted of questions on brand images and characteristics of men's wear manufacturers and their merchandise. The subjects were to evaluate their brand images and rated on 5 point Likert-type scales of 36 adjectives. For the survey, the subjects were 100 employees (62 merchandisers, and 24 designers, etc.) who are employed by men's wear manufacturers which have national brands, designer brands, license brands, import brands or private brands. The SAS PC+ package was used to calculate factor analysis, mean, ttest, ANOVA, Duncan's test, and Tukey's test. The results from the study were as follows: 1) High scores of mean of brand images were simple, prestigious, mannish, and dynamic. 2) The brand images of men’s wear manufacturers were divided into 10 factors which explain 73.91% of the whole image. 3) There were significant differences in brand images according to types of brands, price lines of merchandise and ages of target consumers. 4) There were significant differences in brand images according to categories of apparel (suits vs. casual clothing), types of suits, and types of casual clothing. 5) There were significant correlations between brand images, such as simple image to conservative image, prestigious image and chic image, prestigious image to conservative image, chic image and simple image, etc.

• Journal of the Korea Institute of Information Security & Cryptology
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• v.14 no.2
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• pp.3-13
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• 2004

DRM is the ability to brand digital contents with features that ensure copy Protection and affect the way in which digital contents are played back. DRM is a technology that enables the secure distribution, promotion and sale of digital contents on the Internet. The DRM Client System that operates on the untrusted user environments has to meet the requirements of the contents owner, including copyright and contents protection. After the DRM Client System is installed on the untrusted user environments, it verifies and plays digital contents. With these procedures it cuties out user authentication, contents decryption, and license management. During these procedures, the sensitive data, including authentication information, decryption data and license data, must be secured against any illegal access from users. The goal of this thesis is to introduce the implementation of Secure Storage Device which can protect user's authentication key, cryptographic key, and license data in safe where the DRM Client System is running.

• Archives of design research
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• v.20
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• pp.1-10
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• 1997

In 1990s with the increasing of consumers' standard of life and change of life style, there has been an increase of import from overseas license brands and a new participation of big enterprises, as well as small and medium enterprises in local fashion market. As a leading fashion company with a long tradition and technique, the INDIAN brand of Sejung Inc. needs to establish a new image to preoccupy relative superiorty in the competition with other brands and satisfy future consumers in the present situation of 1990s. Therefore, for developing of its image, we made an investigation of three-dimentional marketing about business environment, and after setting up the B.I concept, we initiated to express a visual image. Through a made-up question after the completion of those works, we decided our logo mark and completed the entire design system, including the basic and applied elements of main design items of INDIAN B.I Finally, to maximize the effect of the brand identity, it is necessary for us to keep the principles in making the shape of design, to take care of them thoroughly, to make all the members' thinking and behavior unite concerned with the brand, and to execute continuous educational programs for practice of B.I. conciousness with the public relations when B.I. will be appeared on the market.