• Archives of design research
• /
• v.19 no.5 s.67
• /
• pp.335-350
• /
• 2006

Due to the development in industrial technology, changes in consumer behavior and aggravating competition within the industry, it is growing only harder every day to build up a strong brand power. Besides, a brand is supposed to age as time goes by, following a brand life cycle, as it is not a solid, immutable asset but something of a living creature. Therefore, self-renovation and revitalization efforts are needed, in order to incessantly confirm the self existence through the relationship with the consumer. In sum, revitalization operation is needed to renew a brand that has grown trite in the passage of time or due to the change in market condition, so as to bring it back anew to the consumers. This study did not stop at measuring the effect of a design renewal as a short-term assignment, but focused on the long-term brand management following the brand life cycle and aimed to define the effective timing and method of revitalization by comprehending the analysis results of consumer consciousness by analyzing the successful cases of brand revitalization and selecting the research analysis targets. As a result, this study proved that a properly-timed brand revitalization efforts in order to cope in advance with predictable changes in environment, can significantly prevent any drop of brand equity from occurring and then extend the brand life cycle. Also, this study could find that a brand revitalization is not a mere concept of a strategy for a short-term sales increase, but should be a long-term strategy to manage a brand, which must be practiced continuously in the time when the brand life cycle curve starts to fall. This research could also confirm that a superficial design renewal, which changes only the packaging of a brand, peformed in short-term haste, is not of help at all.

• Journal of Digital Convergence
• /
• v.11 no.2
• /
• pp.413-418
• /
• 2013

This paper studied the revitalization of brand identity. We analysed smartphone applications development company's brand identity and presented revitalization case. Brand revitalization is achieved through the ongoing communication of companies and designers. And should reflect the company's brand strategy.

• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.13 no.4
• /
• pp.1518-1524
• /
• 2012

A Brand is supposed to age as it goes by, following a brand life cycle, as it is not a solid, immutable asset but something of a living creature. Therefore, self-renovation and revitalization efforts are needed, in order to incessantly confirm the self existence through the relationship with the consumer. In 2009 and 2011, 'Beksul', brand in maturity stage tried to revitalize Brand and the brand image two-times. For this study, brand logo and TV commercials of Beksul for revitalization were gathered via TVCF.com and their creative strategy were studied. This study could find that the creative strategy of brand in maturity stage is based on its brand essence and focused on reinforcing brand royalty.

• Asia Marketing Journal
• /
• v.16 no.3
• /
• pp.101-118
• /
• 2014

Parkland, which is one of the pioneer brands in men's fashion in Korea, specifically suits, has recently undertaken bold brand repositioning activities to respond to the fast-changing environment and to overcome limitations in its current image positioning. As a result, in a short time period, Parkland achieved remarkable marketing and communication success. This case study explains how Parkland drew successful brand repositioning from the fierce fashion market. This study systematically analyzes the brand repositioning strategy process and implementation strategy used to resolve the conceptual and structural issues of Parkland as a mature brand. To this end, this study assesses Parkland's brand strategy focusing on brand environment and positioning. Accordingly, the study analyzes the target concept and basic direction of the brand repositioning in terms of the repositioning strategy process, and from an integrated marketing perspective, examines the specific implementation program for repositioning. Finally, the study addresses the outcomes of brand repositioning efforts as well as steps to be taken in the future.

• Culinary science and hospitality research
• /
• v.13 no.3
• /
• pp.187-198
• /
• 2007

Some problems are presented that Korean restaurants in jeonju area don't keep ancient fame, taste and tradition. Therefore, this thesis intends to positively analyse the evaluation of Korean restaurants' menu quality to activate Han brand, centering on Jeonju area. The findings of the study are as follows: First, this thesis named the items of analysis menu quality factor, menu quality evaluation factor, Han brand activating factor. Second, it analysed confirmative factor of menu quality evaluation and found that conformity was $x^2=67.143$, df=14, GFI=0.968, AGFI=0.917, RMR=0.056, NFI=0.902, CFI=0.962. It means that the measure of item variables was selected appropriately. Third, it constructed a menu quality evaluation model of Korean restaurants in Jeonju area and verified hypotheses, such as menu quality factors and their influences on menu quality evaluation, menu quality evaluation factors and their influences on activating of Han brand, and menu quality factors and their influences on activating Han brand. It verified the relations, and, as a result, found them to be positive(+) and selected all of the hypotheses.

• Asia Marketing Journal
• /
• v.15 no.4
• /
• pp.187-200
• /
• 2014

The case study of OB shows dramatic market dynamics between leader brand vs. follower brand similar to Kirin vs. Asahi in Japan for two decades. Almost 20yrs ago, the brand status of OB was dramatically fallen because of the environmental pollution of subsidiary company and harsh competition of rivalry brand. But OB made a ground change in its brand strategy. OB departed from the pride in its past to bet on the new. OB decided to vitalize Cass brand through brand portfolio strategy. They deployed 3 phase articulated marketing plans; Phase I, Acquisition of Cass brand through M&A and strategic segmentation/targeting (1993-2005), Phase 2 - Mega Brand Strategy through Line Extension(2006-2009), Phase 3 - Experiential Marketing focused on Young Culture (2010- present). Finally, OB restored not only brand reputation of Cass and other brands but dominant market position in beer market. Now Cass has been growing rapidly in the last 20 years achieving 50% M/S. The three phases shows the typical successful process of brand management and revitalization adopting brand concept management and S-T-P strategy of manufacturing company.

• Journal of Digital Convergence
• /
• v.20 no.1
• /
• pp.249-255
• /
• 2022

The purpose of this study is to establish and propose a post-diagnosis checklist for the revitalization of domestic regional co-brands that have not been activated despite many strengths. First, I looked into the brand revitalization methodology through prior researches and among them, referring to the cause-remedies model, the cause of the deactivation of the co-brand and the currently used revitalization method were examined through case studies and expert interviews. Regarding the currently used method, the reason for using the method was inferred, and the factors corresponding to the cause and effect were found and categorized in the inferred sentence, and the corresponding detailed items were set and the checklist items were presented. Although this study has a limitation in that there is no practical checklist verification, it is expected that a specific activation plan will be presented through verification of future studies.

• Korean Institute of Interior Design Journal
• /
• v.26 no.3
• /
• pp.101-112
• /
• 2017

Based on an analysis of the characteristics of "Ecute" of the East Japan Railway Company (JR East) that planned the world's first large scale commercial facilities inside a ticket gate (paid-area including waiting room and platforms), the present study proposes a brand development of commercial facilities inside aged railway stations, where only basic railway business have been provided focusing on passenger transportation, by renewing the definition of railway commercial facilities and presenting a detailed planning and the direction of the operation system. A list of practical tasks that can be carried out in academia, planning and operation / management to facilitate the revitalization of the use of commercial facilities inside railway stations are as follows: 1) the setting of a wide scope for the revitalization of railway commercial facilities around the railway station focusing on private-funded stations in addition to existing stations; a setup of the direct scope of commercial development in the practical railway operation for passengers and stations in terms of external research, and a corresponding shift in thinking in terms of internal research 2) development of under used spaces such as the transfer area (Gongdeok Seoul Wangsimri Station are first target stations where more than four subway lines intersect) 3) brand establishment through improvement strategies for image and symbolism specialized for railway stations 4) rent of suitable business stores and layout of commercial facilities by analysis of passenger move pattern 5) development of commercial facilities which can attract customers by displaying various products, as well as finding a way to develop them in to a base facility that connects to local infrastructures 6) providing advertisement and management system for continual maintenance, and 7) brand specialization through unique storytelling and design plan that stimulates sensibility. The above study results can be utilized as a starting point for design brand awareness about commercial facilities in railway stations in Korea, which can be developed further to improve station image and passenger convenience, as well as to increase the revenue of railway businesses.

• Asia Marketing Journal
• /
• v.14 no.4
• /
• pp.1-22
• /
• 2013

A growing gap between market needs and the capabilities of the enterprise prompts repositioning (Corstjens and Dolye 1989). This article examines the strategic repositioning of 'Korando Sports' undertaken by SYMC throughout the period from Jan. 2012 to Jun. 2012, to boost sales volume and market share by entering market of active-lifestyle consumers currently occupied by SUVs. SYMC's experience indicates that it is essential to close the gap between the market needs and the ability of the enterprise to make a shift to new consumer segment with a new positioning. The successful repositioning framework(Ryan et al. 2007) were employed in this paper. This framework is comprised of six elements: core strategic values, strategic flexibility/learning capabilities, customer awareness and sensitivity, external orientation, management commitment, and belief in the product and brand. The evaluation based on the successful framework also confirms that 'Korando Sports' case meets all the requirements of the successful strategic repositioning. This paper provides some of the managerial implications with aim of assisting executives in identifying strategic repositioning opportunities. Primarily, the 'Korando Sports' case affirms the repositioning as a viable strategy and indicates that repositioning is a feasible means for strategic change. Second, this case shows the influence of a target consumer and SYMC's repositioning to follow consumer preference for a particular attribute. Moreover, we can understand how a product formerly considered weak in attributes can enjoy benefits in other segments with the same attributes.

• Journal of Information Technology Applications and Management
• /
• v.18 no.4
• /
• pp.149-168
• /
• 2011

The current study initiated from an action-plan level perspective of revitalizing Green IT (Information Technology) in Korea by building a standardized national Green IT brand. In order to setting up a national level brand, there should be a big quantitative survey for identifying Green IT brand concepts. For this, the current study provides exploratory research results based on preliminary interviews and literature survey before the quantitative survey. The present article suggests a research framework and describes important factors for setting up a national level Green IT brand. In-depth interviews with panels were executed and existing Green IT brands in other countries are summarized and asked for evaluation to a small number of panels. The research results show that (1) National level Green IT brand should include wider concepts of IT, (2) Green IT brand will be more appealed by the public when it is simple, straightforward, and intuitive, (3) Earth, Tree, and/or Water show higher correlation with Green IT concepts. Green IT brand will offer marketing promotion effects to companies who adopt national level Green IT brand as well as increase public use of Green IT in daily life. For this reason, Green IT brand will be a win-win strategy and this should be cared and executed by the related government agencies with long term perspective.