• Journal of Fashion Business
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• v.14 no.6
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• pp.11-22
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• 2010

The main purpose of this research was to examine the linguistic characteristics of domestic men's formal wear brand name. Four linguistic characteristics of language type, combined structure type of language, word class, length of brand name were investigated in this research and also examined the difference between brand type. For sample selection, the 209 men's fashion brands were selected from '2009 Korea Fashion Yearbook' and then, 25 brands which could not collect proper informations about the brand name or naming were excluded. Among total 184 men's brand names, 66 men's formal wear brands were selected and studied. For data analysis, quantitative evaluation of the frequency and qualitative evaluation have been used. The result as follows.; (1) Seven language types were found in domestic men's formal wear brand names. English has been used the most, then followed by Italian and French. (2) For combined structure type of brand name language, the single word used the most, followed by separately combined word type, artificially combined word, and unified word type. (3) The most frequently used the type of word class was noun, and followed by phrase, adjective, and verb. In the noun type, 6 different types which expressed a person, concrete & abstract entity, place, acronym, and neologic were found. For phrase, only noun type was appeared, however, 6 out of 20 phrases were abbreviated type. All eight adjective brand names implied an attributive character of the brand such as 'Dainty' or 'Solus(Solo)'. (4) The long name used most and then followed by normal and short length of brand name. Looking by the number of syllable, 4 syllables appeared the most and then followed by 3, 5, 6, 2 & 7 showed the same rate, and 8 syllables. (5) The result which compared the difference according to each brand type showed a difference in its language type, language combined style, word class, but length of brand name.

• Journal of Fashion Business
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• v.15 no.1
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• pp.92-102
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• 2011

The purpose of this research is to study the types of name spectrum and their characteristics of domestic men's wear brands focusing on formal and casual wear and also examine the differences based on the type of brands' product and brand style. Total 184 of men's wear brands, which were consisted of 66 formal wear brands and 84 casual wear brands, were selected from '2009 Korea Fashion Yearbook'. For data analysis, quantitatively evaluated the frequency and qualitatively evaluated the image of brand product and the meaning of brand name. The result as follows; 1. The domestic fashion brands for men's wear appeared to have four types of name spectrum. The descriptive name was the most frequently showed, and followed by arbitrary, suggestive, and coined name. For formal wear brands, four types of name spectrum were appeared in the order of descriptive, suggestive, coined, and arbitrary name. In casual wear brands, three types of name spectrum were appeared in the order of descriptive, arbitrary, and suggestive name. 2. The characteristics of men's brand name according to their name spectrum was as follows.; In the descriptive brand names, person's name was used the most and some ascribed the characteristics, feature or geographic location of the product. The suggestive brand names contained images and symbols of the product and also implied the relevant benefit information in a particular product context. In the arbitrary brand name, they imply the various meanings according to the product and are made up of either coined or natural. For the coined name, some bear the ideology or symbolized the characteristics of product itself. 3. The descriptive name spectrum showed the most in domestic menswear brands, regardless of the brand type. Except this, there were differences in the type and the frequency of name spectrum depending on the brand type.

• Journal of the Korean Society of Clothing and Textiles
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• v.19 no.1
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• pp.13-22
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• 1995

The objectives of this study were (1) to investigate the differences of evaluations of blue jean according to the level of apparel advertising acceptance, (2) to examine the differences of effect of brand Name on evaluations of blue jean, (3) and to investigate the differences of evaluations between Clothing and Textiles mojors and non Clothing and Textiles mojors. Questionnaire was comprised of 10 Likert type items of apparel advertising acceptance measure, and 11 items of 7-point scale for clothing evaluation measure. "Mcgreger" was selected for the blue jean evaluations of unrecognized brand, and "Calvin Klein" was for recognized brand. The subjects were 154 college female students in Seoul; 39 females were asked about evaluations of the blue jean of unrecognized brand name (Mcgreyer) without the brand name label, 40 unrecognized brand with the label, 41 recognized brand (Calvin Klein) without the brand name label, 34 recognized brand with the label. The data were analyzed using t-test, one-way ANOVA, and Duncan's multiple-range test. The results of the study were the followings: 1. Females with high scores in apparel advertising acceptance were more influenced by brand name in evaluations of blue jean than those with low scores. 2. The evaluations of blue jean was influenced by reputation of brand name in all evaluation criteria. Female group who evaluated the blue jean with recognized brand name label evaluated more positively than the other groups.an the other groups.

• The Journal of the Korea Contents Association
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• v.12 no.6
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• pp.402-412
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• 2012

The purpose of this study was to analyze the types of Brand name spectrum for hospitals, and to analyze the differences of types depending on the characteristics of hospitals. Study data was collected from the yearbook of Korean Hospital Association in 2008. The hospital's name was divided into meaningful words and then the spectrum type of hospital name was decided based on the meaning of words. Hospital variables were used to investigate the difference of the types of brand name spectrum among hospitals. The study results showed that arbitrary name was the most frequently used in hospitals, then followed by the suggestive name, descriptive name, and then coined name. In arbitrary name, district name and person's name were most frequently used as the hospital name. Although most hospitals had one type of naming spectrum, some hospitals had types more than two. When hospital managers are developing hospital name, they will need to consider not only how it can provide the unique images to customers, but also how they protect their brand in legal aspects.

• The Korean Journal of Franchise Management
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• v.5 no.2
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• pp.5-23
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• 2014

In order to examine the effects of self-congruity on functional congruity, brand attitude and behavioral intention in name-brand coffee shops, this study attempted to examine the self-congruity in two types which are nonsocial-type SC and social-type SC. The results showed that self-congruity had positive significant effects on functional congruity and nonsocial-type SC influenced to functional congruity more than social-type SC. Also, these two types of self-congruity didn't have direct significant effects on brand attitude. But it had significant effects on brand attitude through the functional congruity. Finally, brand attitude positively impacted on behavioral intention. These findings provide managers in name-brand coffee shops with strategies for implementing more effective brand image building as well as focusing on satisfying customer's functional congruity.

• Journal of Korean Ophthalmic Optics Society
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• v.20 no.4
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• pp.415-423
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• 2015

Purpose: We conducted a study on the brand name types of optical shop in the region of Daegu to exploit the data necessary for a new brand naming. Methods: The characteristics of the names including the concept and function, phrasing compositions - whether the names are Korean words, English words or combination of the two, or others, and whether the names are descriptive, allusive or coined, alternative names, and most frequently used names were studied and analyzed. Results: For those in Korean words, the most frequently appeared consonant was 'ㅇ' then 'ㅅ'. In combination words, either in Korean and English combination or others, 57.1% of the names were in Korean, or 32.7% of the names were in English. As for number of syllables, 3 syllables consumed 30.4% and 2 and 4 syllables were in similar proportions of 29.7% and 25.0%, respectively. The proportions of allusive and descriptive names were 17.0% and 13.3%, respectively. As for alternative creation type, the type with combination of words came first, and then use of symbols came second. For other types, there were high number of brand names that contained the names of other business types and names of the districts in which the stores were located. Lastly, the most frequently used keyword was 'eye', which was used 45 times, and then came 'dang' and 'angyeong'. Conclusions: When starting a business and making an appropriate brand name, it must be easy to say and remember as well as meaningful. As such, a brand name for an optical shop should not only be creative, but also be associated with the business and emanate favorable impression.

• The Research Journal of the Costume Culture
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• v.20 no.5
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• pp.679-694
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• 2012

The purpose of this study was to develop a logo type for a new fashion brand and to present design cases that apply the relevant logo type to suggest an advisable direction for logo design. This study analyzed the logo designs of domestic and foreign fashion brands and used the data to develop a logo type for a brand name that reflects the concept of the newly launched brand, in addition to presenting the relevant design process and method. Besides a literature review, this study conducted case analyses of domestic and foreign fashion brand logos. This is an empirical study in which researchers developed a logo type and presented designs that applied it. The research results are as follows. The brand name of the new L Fashion brand in Korea is 'LEAY'. This study developed a logo using the initials L, E, A, and Y, each standing for life, love, and liberty; esteem, eternity; act, art; and youth. The Caslon type font, which evokes a casual yet modern sentiment, was used for the design. Cleats and zippers, which are decorative subsidiary materials used in labels, tags, shopping bags, clothing, and props, were applied in the design of the developed logo type. All design cases was produced into articles. The case of fashion brand logo design and development presented in this study implies that the development of fashion brand logos and the logo-applied product design must be tied to the launching and planning process; thus, logo development must be based on the brand concept in relation to the market entry strategy that satisfies both producers and customers.

• The Journal of the Korea Contents Association
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• v.11 no.8
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• pp.142-149
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• 2011

This study analyzed the brand storytelling campaign of Pasteur drink-type yogurt 'Quebyon'. The basic idea of research comes from how unique brand name is able to success in Korean yogurt market. Pasteur storytelling campaign has focused on the product's branding and positioning. For analyzing the research, Brand Stewardship Model(BSM) which based on consumers' perspectives has been used. For successful storytelling campaign of Pasteur, strong brand name is needed. Pasteur has decided the brand name 'Quebyon' which means good movement of the bowels in accordance with the research results. And the positioning has been decided 'attack inside (the body) if it does not evacuate'. For powerful positioning, three criterions are decided. They are including harmony with the brand name, differentiation with competitors and easiness with memory. Finally, the Pasteur product dominates the Korean Bulgarian-style yogurt market. The success comes from the harmonizing of Quebyon yogurt's branding and positioning. In other words, the branding and positioning strategies were working effectively to the consumers. In conclusion, this study has proved why branding and positioning strategies are so important in brand storytelling campaign.

• Culinary science and hospitality research
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• v.17 no.3
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• pp.33-46
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• 2011

This study is concerned with the effect of a brand symbol of a family restaurant on brand image, preference, and purchasing intention. With regard to analysis methods, the study carried out a reliability test and a validity test concerning a precedent research concept, ahead of verifying the hypothesis by using the SPSS Ver. 16.0. Also, the study conducted a frequency analysis, technical analysis, exploratory factor analysis, and regression analysis for verifying the hypothesis. As a result of the research, regarding a brand symbol as a visual symbol, three factors including a functional factor, a value factor, and an aesthetic factor were extracted, and of them, the functional factor and an aesthetic factor were discovered to influence of the brand image and preference which affected purchasing intention. In addition, consumers preferred a logo type that includes a company name or a brand name rather than a picture or a mark type of a symbol regarding a brand symbol, and they answered that outdoor advertising would raise awareness more than TV advertising. Based on these results, using a logo type symbol and the mix of outdoor advertising and TV advertising should be considered for brand launch.

• Journal of the Korea Fashion and Costume Design Association
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• v.18 no.1
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• pp.91-103
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• 2016

The product name is the main factor in working out the marketing strategies, because it offers the information of the products, and reflects functions, materials, expectable effect, and the trends of the cosmetics. The purpose of this study is to analyze the type of language, the number of syllabus, and the composition method of the product names for the domestic cosmetics brands. It analyzes 120 products of skins and lotions from 10 brands of the Amore-Pacific. The results of the study are as follows; Firstly, foreign words and languages are mostly used in the product names, and the mixed words are used more than the korean and the chinese characters. Secondly, 7-15 syllabus is the most widely used number for the brand names. It is rare to use only one word for the brand name and it is general to use the combination of relative words that describes the product well. Thirdly, it is found to be common to have 'product line + product type' for the composition method. This kind of composition method uses the words that indicates skin troubles.