• The Journal of the Korea Contents Association
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• v.8 no.3
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• pp.127-137
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• 2008

Major purpose of brand establishment of city is to give pride for the citizen and to enhance the city value through improving city image. As modern society wants aggressive and active attitude from all fields, the city, which means as human place of residence, has to try to change for human life and prosperity. It is true that the establishment of brand is shown through politics, economy, society, culture and art, however travel effect and profit creation should be most important. In actual circumstance of our country, that travel deficit is getting increased. the brand establishment of city is more concerned. To build a city, history and time is essential elements. It may be impossible that consistent direction and meaning continue throughout long terms, but after all, the kernel of tourism contents is that idea and development is concentrated focusing consistent direction and meaning. To solve this, problem of strategy and direction was researched through analysis of foreign cities, and also understanding of future role of city in 21st century make a base for rebirth as international travel city. After city brand establishment based on continuous management, it is very important to make city which has strong image power.

• Journal of Distribution Science
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• v.14 no.12
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• pp.23-30
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• 2016

Purpose - As socially responsible consumption increases, green marketing emerges as a new philosophy in marketing. A number of companies are now putting forth green marketing strategies. But there is no single definition of "green brand" that can be used interchangeably. In this paper, we attempt to explore the meaning for "green brand," especially in Information and Technology products. Research design, data, and methodology - The author developed qualitative and quantitative research design. In particular, the paper approaches this topic from the Asian consumers' perspective and applies ethical concepts to green brand research. For this, Chinese and Korean consumers were used as consumer segmentation variables to investigate their ethical perspectives. Results - Qualitative research showed that there are several attributes and benefits we need to consider for green brand. Quantitative study showed positive correlations of the two variables: the higher the consumer ethics are, the more they prefer green brands. Conclusions - The current study shows that consumers clearly have a certain propensity toward green brand equity. Thus, marketers should consider the consumers' evaluation about green brands. This paper also proposes that ethics have a close relationship with green brand equity, and companies may use ethics in marketing strategy management.

• The Research Journal of the Costume Culture
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• v.8 no.5
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• pp.707-716
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• 2000

The purpose of this study was to explane the Net generation's characters appearing in the apparel brand naming for them. For this study, first I was trying to explane the New generation characters, second 45 apparel brands were selected by market research and questionaire survey was conducted on 53 the Net generation collage women of age 20 thru 21. Third, the apparel brands were classified into four types according to the characters reflecting in the apparel brand naming : First, the apparel brand type using the figures such as STORM=292513, 1492Miles. Second, the apparel brand type that two or more words are abbreviated into one word. Third, the apparel brand type containing more than one meaning in a brand naming or spelling the words as it pronunciate. Fourth, the apparel brand type using of slang. In conclusion, These types of the apparel brands were related to characters of the New generation, i.e., they who have grown in the advance of digital civilization are skilled in the communication through computer, internet and mobile phone, so that they are familiar with the figures, combined words, or abbreviated words etc. Also, they have individual, sensitivity character and seek after individuality, current fashion. They have also a tendency to accept various the sense of value, while they have a refusing tendency a custom or convention which the older generation has conformited.

• Korea Trade Review
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• v.42 no.3
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• pp.143-172
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• 2017

Chinese consumers get more interests in the brands which show the consumers with th trust rather than the those which provide consumers with excessive information on brand. Accordingly, this study aimed to find out that the antecedents of brand authenticity such as brand consistency, continuity, individuality, authority, ethics affect the brand aura through brand authenticity and surveyed data from a total 400 Chinese consumers for the analysis. As a result, this article is summarized as followings. First, brand continuity, individuality, authority affected brand authenticity but brand consistency and ethics did not have a direct effect on brand authenticity. Second, brand authenticity had positive effect on brand aura. This study provides information on the antecedents of brand authenticity of Chinese consumers. Further, it will provide meaning suggestion point of the importance of brand authenticity in establishing of brand aura.

• Archives of design research
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• v.18 no.2 s.60
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• pp.293-302
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• 2005

The emotion and culture of an age are reflected through several mediums. The special quality and generality are discovered through household utensils used in everyday life specially. This paper was intended as proceeding study for brand development with national empathic relationship. In this article, we were here concerned with symbolism and features for stories of traditional pattern on ancestral common household utensils, and considered about development possibility by brand of tradition pattern. As analysis for symbolism of traditional pattern, re-sorting and classifying pattern, meaning, symbol and stories of pattern based on 'Blessing notion' were set. It was found from the analysis that meaning and symbol of traditional pattern were set up and stories for them were excerpted. This study defines tradition pattern classified based on 'Blessing notion' as '8 Blessing pattern', and investigated development possibility and derivative value of it. We discovered through this study that 'Blessing patterns' function as communicator, have 4 abilities in sympathy with brand paradigm, and have 6 elements of brand identity. Furthermore, 'Blessing Patierns' have some derivative functions; cognitive intension, expression, loyalty, differentiation and symbol. This research will become basis of study for brand development having 'Empathic relationship' and foundation of 'Blessing brand' that is available to be umbrella and super brand. A further direction of this study will be to make 'Blessing brand series' and to create culture of it. We hope Korean brand market goes a step further through our studies

• The Journal of the Korea Contents Association
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• v.16 no.1
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• pp.611-619
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• 2016

Prior researches on brand authenticity so far have focused on the scale development for measuring brand authenticity. However, at the point of time it is necessary to consider the utilization of the proposed scale in an integrative approach. Accordingly, this study aims to examine brand authenticity mediated the effect of brand authority and ethicality on purchase and word-of-mouth intention. The survey method was used for this paper, and data from a total of 136 office workers were used for the analysis. And structural equation model was used to analyze the data. The results of this empirical study is summarized as followings. First, brand authority and ethicality do not have a direct effect on purchase and word-of-mouth intention but brand authenticity mediates the effect of brand authority and ethicality. Second, brand authority and ethicality have positive effect on brand authenticity. This study provides information on the purchase and word-of-mouth intention of salary man. Further, it will provide meaning suggestion point of the importance of brand authenticity in establishing the policy of brand management.

• Journal of Fashion Business
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• v.24 no.2
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• pp.100-118
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• 2020

The purpose of this study was to identify the characteristics and meaning of collaboration with artists who have been with Louis Vuitton, focusing on bags, which are representative products of the luxury Louis Vuitton brand, -The research method was literature research and case studies. The theoretical study was based on previous studies and literature examine the concept and type in collaboration and to examine the trend in fashion and art collaboration. The case study was conducted after 2000 by collecting collaborative works between Louis Vuitton and artists based on their homepage, fashion information, and collection sites. Five artists and six artists(Sam Falls, Urs Fischer, Nicholas Hlobo, Alex Israel, Tschabalala Self and Jonas Wood), including Stephen Sprouse, Richard Prince, Takashi Murakami, Kusama Yayoi, and Jeff Koons, were analyzed for the art collaboration cases and contents that were conducted mainly on bags. This study found the following collaboration characteristics: first, classic image innovation: fun and lightness; second, deviating from the boundaries of fashion bags: the art of life, and third, building high-end luxury brand differentiation: scarcity and the introduction of authorism. It is expected that the basic data will be presented in the study of art collaboration design of fashion bags as well as academic data on the differentiation of luxury brands and the artisticization of products in the future.

• Design Convergence Study
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• v.16 no.1
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• pp.203-216
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• 2017

There are many definitions around brand. It complexify academic literature. Thus, this study collected meaningful definitions among many statements about brand and analyzed and classified them by available perspectives. This is especially necessary contents in domestic brand study, which is short of concept research about brand. Various literatures are refereed to brand definition introduction. But to etymological definition, several European linguistic theses are deeply reviewed and to institutional definition, wide range of information such as history, law and society is refereed. Total brand definitions are classified in . It is divided into 2 parts which are non-commercial context (etymological and institutional definition) and commercial context (producer, customer and the relation or interaction between producer and customer). In etymological definition, the word origin is clear word 'brandr' which means 'burning wood' and cattle-brand made this 'brand'. In legal definition, legal and institutional meaning of 'trademark' is examined. Etymological definition and institutional definition are fundamental and lexical definition which show brand history. These are foundation stones in brand studies.

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

• The Journal of the Korea Contents Association
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• v.20 no.12
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• pp.206-220
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• 2020

In the glocal era, the competitiveness of local authorities leads to national competitiveness. Even though they have competitively adopted slogans to stay competitive, the process has not been systematic. The goal of this study is to provide basic data needed to develop and utilize urban brand slogans effectively. In terms of a research scope, 48 slogans currently in use by 24 local authorities of Gyeongsangbuk-do as of April 2020 were chosen. Concerning the lingual representation of such slogans, diverse languages such as Korean, English and Sino-Korean have been used. In terms of meaning of meaning and material type, there was a lack of coherence among the slogans. In addition, they were poor in representing identity, and abstract image upgrade types were commonly found. It is anticipated that the study results would make a contribution to the development of urban brand slogans and value generation.