• Proceedings of the Korea Society of Design Studies Conference
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• 2005.05a
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• pp.304-305
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• 2005

• Journal of Digital Convergence
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• v.19 no.7
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• pp.41-50
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• 2021

All cities have constructed city branding strategically to intensify their competitiveness in global arena. Seoul Metropolitan has launched city brand in policy-level since 2003 and they have struggled to utilize city branding until now. This study explores the changes in Seoul's city brand in order to suggest a future direction for such efforts. The research is grounded in various domestic and foreign theories and case studies are considered from previous studies related to the place marketing, city marketing, and city branding. Relevant data were collected and analyzed, indicating that an unsure city brand requires strategic governance among stakeholders and civic consensus.

• 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.

• Korean Institute of Interior Design Journal
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• v.26 no.6
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• pp.155-162
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• 2017

Recently, space branding has been used as a branding method for many companies because space communication is a way of utilizing space in a wide range of ways. However, generally speaking, communication only focuses on goods and information about brands and does not focus on consumer's stories. The purpose of this study is to present the communication of " Back to Harakenya " in concept of Harakeya as a solution to this problem and confirm its effectiveness through examples. We selected on the range of " cosmetics brand ", " food and beverage brand ", " brand brand " and " fashion brand " which can used as a direct experience as a marketing method, which is a good condition for communication. Based on that, Harakenya selected cases as spaces with the concept of "Back to Harakenya". Previously, Harakenya's concept of "Back to Harakenya" and his designs appears three features. First, it transforms into various being secondly, it generates active imagination and it contains at least as many things as possible. This resulted in the effect that people remember the image with a clear image. Based on this study, We investigated to draw a result of effects through how the design expression is made in the spaces of Space Branding and how the "Back to Harakenya" communication is taking place in the space. Through these studies, the design and communication method of Harakenya's "Back to Harakenya" concept helps us to remember the brand clearly and furthermore, we confirmed that the brand value can be improved.

• Journal of Digital Convergence
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• v.17 no.7
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• pp.293-298
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• 2019

This study is a user experience study based on location branding at mobile experience stores. As mobile devices have recently become saturated beyond the penetration, the IT industry is encouraging users to buy through experience and can be competitive by increasing brand loyalty through experience stores. The purpose of this study is to analyze the effect of place branding among experience stores through qualitative and quantitative measurements and analyze the user experience factors related to the location branding to present a future direction. A total of eight subjects were given tasks and then experimented with participatory observations and conducted in-depth interviews. The experiment showed that the experience had a significant effect on users, but the difference between each brand was obvious. Since this study has identified the experience-oriented elements, we expect to provide better service and experience for future users.

• The Journal of the Korea Contents Association
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• v.21 no.7
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• pp.328-339
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• 2021

In the age of global competition, city brand is a significant element for establishing a city's competitiveness. City branding is the process of building a storytelling about cities' content. Among the various contents that differentiate cities, this study seeks to discuss the role of an event and a city brand in the process of city branding based on the city marketing and event tourism literatures. This research uses grounded theory and a case study to examine Seoul exploring the changes in the Hi Seoul Festival and the Hi Seoul city brand over the last two decades. The qualitative research includes a secondary data analysis based on case studies from domestic and foreign regions and their festivals. The analytical results indicted three limitations: inconsistency, a lack of identity, and political leverage. Based on the limitations, this study discusses the importance of the connection between city identity and event content, suggesting implications for moving forward toward a stable Seoul city branding strategy for the Seoul Metropolitan Government.

• 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.

• Journal of Internet Computing and Services
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• v.21 no.1
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• pp.147-157
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• 2020

The purpose of this paper is to examine how mainstream international media cover a major political event like the 2018 North Korea-U.S. Summit and how place branding effect is manifested on the Internet. A quantitative content analysis was conducted. A total of 1,990 relevant Internet news stories were collected from May 9 to June 17, 2018 and the types of media mentions Singapore as country and brand received were analyzed. As expected, Singapore garnered worldwide media coverage which in turn helped promote the island-nation's brand. International media reported on Singapore as a Summit location while also highlighting it as an important and attractive, cultural, historical destination. The study's findings indicate that global broadcasters such as CNN and BBC played the biggest role during the Summit in disseminating images of Singapore and landmarks as attractive places. Finally, the visual aspect of the event coverage also served as a formidable marketing instrument in bolstering the nation's brand.

• Journal of Agricultural Extension & Community Development
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• v.19 no.3
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• pp.729-755
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• 2012

The role of branding has been to differentiate products, but brands have been increasingly applied to organizational image too. The brand image holds a key position by the marketing system in this era. The main purpose of this research is to analyze the case for the development of farm brand. A in-depth interview was conducted to analyze the case for development of farm brand in connection with agricultural products and their business operation. The farms used various stories in the process of develop brand including farm history, cultivation process, product, management, relationship with consumers. The study present the findings divide into brand naming, image, positioning. The farms built trust by consumer relationship with the farm brand. The results of the study provide insights for agricultural marketers who intend to design brand stories that align with their produce.

• Journal of Distribution Science
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• v.10 no.6
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• pp.27-37
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• 2012

Many studies have focused on the importance of organizational integration when companies try to achieve growth through mergers and acquisitions (M&A). However, there has been little research that focuses on the new branding or customer base integration of the M&A process, despite the fact that this integration is very important for achieving M&A goals and business performance in industries such as retail. The purpose of this study is to provide an M&A case study of the retail industry, focused especially on the new branding and customer integration of two department stores. This study examined key integration processes in terms of brand name and membership systems of both companies by examining how the merged company achieved its new branding and the integration of its membership systems. The methodology of this research is the case study, which is used in both normative and empirical studies for distribution research in Korea. This research analyzes the case of both new branding and customer membership systems of the two companies. The new branding initiatives of this case centered on decision making including brand extension and brand naming. The customer membership integration of the two companies is analyzed on the basis of the customer reward programs that include both financial and service rewards. This study shows the success factors of new branding and customer integration in the M&A process in terms of achieving marketing goals and business performance as follows: First, companies should identify the integration areas by analyzing the brand and membership of both companies and make a balanced decision for both the customer and company. Second, the goals of new branding and membership integration in the M&A process should not emphasize business efficiency from a short-term perspective but rather should consider brand power and business synergy from a long-term perspective. Third, the post-merger integration process of the brand or customer areas requires not only the organized execution of integration tasks but also follow-up programs for changes in business strategy and marketing-related programs to realize the synergy effects of integrated organization. Although this study provides a detailed review and analysis of the new branding and customer integration processes in post-merger integration and in identifying the primary decision-making areas of these processes, there are some limitations requiring further research that may overcome or compensate for these limitations. The suggested future research areas are as follows: First, since this research is a case study of only one M&A, it makes few theoretical contributions such as new propositions or theories or possibilities for generalization. This limitation can be overcome through further research using multiple cases, which may lead to new propositions. Second, the methodology of this study lacks sufficient rigor in terms of its analytic approach because this case study was developed and analyzed descriptively. Further research is needed to compensate for these limitations, such as using a theory-based approach or comparative analysis approach that makes case analysis more systematic.