• Asia Marketing Journal
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• v.10 no.3
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• pp.59-79
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• 2008

This study explores ways in which Korean companies manage a brand to become a long-run success. In particular, this study focuses on Chamisul, analyzing its marketing strategy, examining its brand life-cycle in terms of introduction, growth, and renewal. Chamisul, first introduced in 1998, has occupied the Korean liquor market as a leading brand for almost a decade. Chamisul's long-run success, in fact, depends upon a number of reasons; first, it has consistently and continuously keeps its own core brand concept and identity. Second, it has built its brand asset by strengthening its emotional ties with customers. The emotional connection that Chamisul has built is based upon the trust between the company who produces the product and the customers who recognize the benefit of drinking Chamisul. Third, the company creates various brand differentiation programs, thereby allowing its customer to get familier with the brand. Finally, the company sets up a clear management standard in Korean liquar market in order to maintain the vitality of the brand, managing Chamisul in accordance with the standard. Seen in this light, Chamisul's success reflects the marketing activities and strategies that play a fundamental role in creating and maintaining a long-run brand. Similarly, its success can be seen to be a model for brand management, telling us how to become a market leader through an effective brand management.

• Journal of dental hygiene science
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• v.22 no.1
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• pp.20-29
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• 2022

Background: The purpose of this study is to investigate the effect of liquefied digestive medicines on the composite resin surface. Methods: Three types of liquefied digestive medicines (Gashwalmyeongsu, Wicheongsu, and Saengrokcheon) were selected as experimental groups, Samdasoo and Chamisul as negative controls, and Trevi as positive controls were selected to measure pH and titratable acidity. The samples filled with resin at acrylic were made total 300, 50 per group. To evaluate the erosion risk of the composite resin, the specimens were immersed in a liquefied medicine for 1, 3, 5, 15, and 30 minutes, and then the surface microhardness was measured using the Vickers Hardness Number, and the surface change was observed with scanning electron microscope (SEM). Results: The average pH of the three liquefied medicine was 3.75±0.30, the Saengrokcheon was the lowest at 3.45±0.01, and the Trevi was 4.66 and Samdasoo and Chamisul were 7.40 and 8.58, respectively. The amount of NaOH reaching pH 5.5 and 7.0 was the lowest in the order of Trevi, Gashwalmyeongsu, Wicheongsu, and Saengrokcheon. The largest surface hardness reduction value was shown in Gashwalmyeongsu (-11.85±3.73), followed by Saengrokcheon (-9.79±3.11) and Wicheongsu (-8.28±2.83), and Samdasoo (-0.84±1.56) and Chamisul (-6.24±0.42) had relatively low surface hardness reduction values. However, Trevi (-16.67±5.41), a positive control group containing carbonic acid, showed a higher decrease in surface hardness than the experimental group. As a result of observation with SEM, experimental group and positive control group, showed rough surfaces and irregular cracks, and negative control groups showed smooth patterns similar to before immersion. Conclusion: The liquefied digestive medicine with low pH could weaken the composite resin surface, and the carbonic acid component could more effect on the physical properties of the composite resin than pH.

• Cartoon and Animation Studies
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• s.18
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• pp.89-101
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• 2010

This paper examined the effect of long-term ad campaign for building of brand identity and the relationship between brand identity as a viewpoint of a company and brand image in a viewpoint of consumers. As a result, it was revealed that advertising played an important role to make brand identity. In specific, a long-term ad campaign with a consistent concept and message was more effective for consumers to imbue clear and differential brand traits. In addition, it is discovered that the consistency and durability of advertising message for the advertised brand are contributed to consumers' positive attitude toward the brand. This result was revealed from the comparison of print advertisements for two brands-'Chamisul fresh' and 'Chumchurum', which are alcoholic brands on an intense competition in the same soju market in Korea. While Chumchurum has been consistently focused on one core trait for the brand, Chamisul fresh has been concentrated on multiple brand traits in the advertising campaign for four years since the brand had been launched.

• Journal of dental hygiene science
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• v.21 no.4
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• pp.251-259
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• 2021

Background: The purpose of this study was to investigate the effects of commercially available calamansi soju and other alcoholic beverages on the microhardness and erosion of resin restorations. Methods: In this study, we evaluated the effects of Calamansi soju, Chamisul fresh, Cass fresh, and Gancia Moscato D'asti on resin restorations. Jeju Samdasoo and Coca-Cola were used as negative and positive controls, respectively. Specimens to be immersed in the beverages were manufactured using composite resin according to the product instructions. In each group, the surface microhardness was measured using a surface microhardness instrument before and after immersion for 5, 15, 30, and 60 minutes. The pattern of change in the surface of the composite resin was observed under a scanning electron microscope (SEM). Paired t-tests, one-way ANOVA, and repeated measures ANOVA were performed to compare the surface microhardness of the specimens, and the Tukey test was used as a post hoc test. Results: The pH of all beverages except Jeju Samdasoo was <5.5, which is the critical pH that can induce erosion. The difference in surface microhardness of the composite resin before and after immersion for 60 minutes was significant in all groups. In particular, the largest change in surface microhardness was observed in the calamansi soju group. In the SEM analysis, loss of composite resin was observed in all groups except the Jeju Samdasoo group, and rough surfaces with pores of various sizes were observed. Conclusion: In this study, all beverages except Jeju Samdasoo decreased the microhardness of the composite resin surface, and it was confirmed that calamansi soju had the greatest change.