• Journal of Fashion Business
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• v.6 no.4
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• pp.17-31
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• 2002

This study is, to the special company with corporate brand, to investigate the effect of its reputation, credibility and the similarity of business area on consumer's attitude toward its clothing products. It is another topic of the study to reveal statistical significance in comsumer's attitude when naming new product with two different brand strategy. The major findings of this study can be summarized as follows. First, there was positive relationship between corporate reputation and consumer's attitude toward new brand and also between corporate credibility and consumer's that. Second, corporate credibility is proven to be grown in proportion to company's reputation. In other words, a corporate credibility is grown with a corporate reputation. Third, the influence of similarity or fitness of business area has a positive effect on a attitude toward new brand. The case of use the new brand name, the variable had low effect on attitude toward new brand, comparing to the case of use the existing brand name but seems to be statistically significant. Fourth, comparing to the inclination toward company's product based on brand name, strategy of supporting brand extension is more effective than that of new brand name on evaluating company's reputation, credibility and the similarity of business area. Fifth, the similarity of business area and the interaction of brand name on the basis of the strategy of use the existing brand name(;brand extension strategy) and new one have significant effect on the inclination to a brand. When participating a new business, it is more effective that a company is extending its business where the similarity of business area is growing. For the case of low similarity, the brand-new strategy is proven to be effective.

• International conference on construction engineering and project management
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• 2005.10a
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• pp.1083-1088
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• 2005

Current brand strategies applied for name brand apartments seem to have no product differentiation but merely function as a convenient instrument for product image change through naming only. Since proliferating brand names don't have much relevance to their brand concepts at present, long-range brand strategies are definitely needed. We'll inquire, first, the success and failure cases in the brand strategies of other industry. Next, through questionnaire survey, we'll look into the brand concepts of construction firms and their customer satisfaction. Finally we'll present the necessity of indigenous brand culture by use of macroscopic contents development.

• Journal of the Korean Society of Costume
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• v.60 no.2
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• pp.114-129
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• 2010

The purpose of this study were to identify shopping orientation for fashion outlet consumers and its significance in influencing brand loyalty and shopping satisfaction. This study will propose results which help to better understand shopping orientation of fashion outlet consumers. A questionnaire was administered to 326 20s male and female living in Daegu Gyeongbuk during October of 2008. Data were analyzed by using Factor analysis, Reliability analysis, t-test and Regression analysis. The results of the research are as follows: First, The shopping orientation could be into 5 dimensions: pleasure tendency, fashion tendency, name brand tendency, prudence buying tendency, economic tendency. Brand loyalty were factor analyzed resulting three factors such as brand loyalty, brand care and brand knowledge. Brand loyalty factors of brand loyalty and brand knowledge had a positive effect on fashion tendency, name brand tendency. Brand care has a positive effect on name brand tendency and economic tendency. Second, Shopping satisfaction were factor analyzed resulting five factors such as product, store atmosphere, service store reputation, location convenience and price. Outlet product had a positive effect on fashion tendency, name brand tendency, prudence buying tendency and while all other factors showed a positive effect on preferences to follow trends. However, outlet price had a positive effect on only those consumers possessing a economic tendency.

• 한국정보디스플레이학회:학술대회논문집
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• 2005.07b
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• pp.858-862
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• 2005

The industry of LCD monitor and LCD/TV production is complicate, so there are several OEM/ODM companies concentrated on technical and professional skills. Brand name company establishes its own brand name, sells its own product, and reflects market request. Therefore, the main duty of brand name company is on sales and marketing. This article explains the operating flow on LCD monitor and LCD/TV industry, operating relationship between brand name company and OEM/ODM, and advantage and disadvantage on different points. Furthermore, future trend of LCD monitor and LCD/TV can be reviewed in the article.

• Journal of the Korean Society of Clothing and Textiles
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• v.22 no.8
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• pp.1122-1131
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• 1998

The purpose of this study was to examine the effects of brand-related and corporate-realted knowledge on brand-name extension and corporate-name extension, respectively in fashion market. Here, it is designed into three types of brand and corporate awareness; 1) Higher brand awareness and corporate awareness, 2) higher brand awareness and lower corporate awareness, and 3) lower brand awareness and higher corporate awareness. For this study, questionnaires were administered to 700 single women in twenties. The questionnaires were designed to measure evaluations of brand-name extension and corporate-name extension and brand-related and corporate-related knowledge in terms of familiarity, use experience, self-assessed knowledge, evaluation of attributes and attitude. Employing a sample of 621 women, data were analyzed by Multi-Regression analysis. Major findings of this study are summarized as follows; 1) In level of higher brand and corporate awareness, the evaluations of brand-name extension were influenced by corporate-related knowledge such as brand use experience, evaluation of brand attributes and brand attitude. Also, the evaluations of corporate-name extension were influenced by both brand-related knowledge such as brand attitude and corporate-related knowledge such as use experience of product awareness and lower corporate awareness, brand-related knowledge such as evaluation of brand attributes and brand attitude was identified as the important factor in the evaluations of brand-name extension. 3) In level of lower brand awareness and higher corporate awareness, corporate-related knowledge such as attitude toward corporate was identified as the important factor in the evaluations of corporate-name extension.

• Journal of Fashion Business
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• v.9 no.5
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• pp.65-76
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• 2005

The purpose of this research is to investigate the types of name spectrum and their characteristics of domestic fashion brand names focusing on women' wear and bisex wear, and also studied the differences based on the sex of brand target. 224 of women's wear brands and 99 of bisex wear brands were selected from ‘2002 Korea Fashion Yearbook’ under the criterion that their brand names were made in Korea and they should engage in business in 2002. The data analysis quatitatively evaluate the frequency and qualitatively evalute the image of brand product and the meaning of brand name. The result as follows; 1.The domestic fashion brands for women's and bisex wear appeared to have to three types of name spectrum ; the descriptive name was the most frequently used one, then followed by the arbitrary, and the suggestive name. There were only one coined brand name and no generic brand name. 2. The characteristics of descriptive brand name was that, in most cases, it used the name of designer. For the suggestive brand name, it implied the features or the image of its products. For the arbitrary brand name, some bear the ideology or the foundation belief of company itself. 3. For women's wear, the discriptive name appeared most, and followed by arbitrary, and the suggestive name. For bisex wear, the suggestive brand name appeared most, and followed by arbitrary name, and the discriptive name. 4. For descriptive brand name, the names of designer were used most in women's wear brands. Otherwise, the brand names that directly described the image or the characteristics of products were used most in bisex wear brands. For suggestive brand name, soft and feminine images were prevailed in women's wear brand names but comfotable and casual images were dominent in bisexsual brand names. For arbitrary brand name, as the various types of languages were combined and the various meanings and words were mixed, and imply the various meanings in both cases, it was hard to classify the characteristics into some categories.

• Asia Marketing Journal
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• v.12 no.4
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• pp.1-25
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• 2011

Brand names are often considered as a part of product and important extrinsic cues of product evaluation, when consumers make purchasing decisions. For a company, brand names are also important assets. Building a strong brand name in the Chinese commonwealth is a main challenge for many global companies. One of the first problem global company has to face is how to translate English brand name into Chinese brand name. It is very difficult decision because of cultural and linguistic differences. Western languages are based on an alphabet phonetic system, whereas Chinese are based on ideogram. Chinese speakers are more likely to recall stimuli presented as brand names in visual rather than spoken recall, whereas English speakers are more likely to recall the names in spoken rather than in visual recall. We interpret these findings in terms of the fact that mental representations of verbal information in Chinese are coded primarily in a visual manner, whereas verbal information in English is coded by primarily in a phonological manner. A key linguistic differences that would affect the decision to standardize or localize when transferring English brand name to Chinese brand name is the writing system. Prior Chinese brand naming research suggests that popular Chinese naming translations foreign companies adopt are phonetic, semantic, and phonosemantic translation. The phonetic translation refers to the speech sound that is produced, such as the pronunciation of the brand name. The semantic translation involves the actual meaning of and association made with the brand name. The phonosemantic translation preserves the sound of the brand name and brand meaning. Prior brand naming research has dealt with word-level analysis in examining English brand name that are desirable for improving memorability. We predict Chinese brand name suggestiveness with different translation methods lead to different levels of consumers' evaluations. This research investigates the structural linguistic characteristics of the Chinese language and its impact on the brand name evaluation. Otherwise purpose of this study is to examine the effect of brand concept on the evaluation of brand name. We also want to examine whether the evaluation is moderated by Chinese translation types. 178 Taiwanese participants were recruited for the research. The following findings are from the empirical analysis on the hypotheses established in this study. In the functional brand concept, participants in Chinese translation by semantic were likely to evaluate positively than Chinese translation by phonetic. On the contrary, in the symbolic brand concept condition, participants in Chinese translation by phonetic evaluated positively than by semantic. And then, we found Chinese translation by phonosemantic was most favorable evaluations regardless of brand concept. The implications of these findings are discussed for Chinese commonwealth marketers with respect to brand name strategies. The proposed model helps companies to effectively select brand name, making it highly applicable for academia and practitioner. name and brand meaning. Prior brand naming research has dealt with word-level analysis in examining English brand name that are desirable for improving memorability. We predict Chinese brand name suggestiveness with different translation methods lead to different levels of consumers' evaluations. This research investigates the structural linguistic characteristics of the Chinese language and its impact on the brand name evaluation. Otherwise purpose of this study is to examine the effect of brand concept on the evaluation of brand name. We also want to examine whether the evaluation is moderated by Chinese translation types. 178 Taiwanese participants were recruited for the research. The following findings are from the empirical analysis on the hypotheses established in this study. In the functional brand concept, participants in Chinese translation by semantic were likely to evaluate positively than Chinese translation by phonetic. On the contrary, in the symbolic brand concept condition, participants in Chinese translation by phonetic evaluated positively than by semantic. And then, we found Chinese translation by phonosemantic was most favorable evaluations regardless of brand concept. The implications of these findings are discussed for Chinese commonwealth marketers with respect to brand name strategies. The proposed model helps companies to effectively select brand name, making it highly applicable for academia and practitioner.

• Korean Journal of Computational Design and Engineering
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• v.11 no.1
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• pp.27-40
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• 2006

The exchange of parameterized feature-based CAD models is important for product data sharing among different organizations and automation systems. The role of feature-based modeling is to gonerate the shape of product and capture design intends In a CAD system. A feature is generated by referring to topological entities in a solid. Identifying referenced topological entities of a feature is essential for exchanging feature-based CAD models through a neutral format. If the CAD data contains the modification history in addition to the construction history, a matching mechanism is also required to find the same entity in the new model (post-edit model) corresponding to the entity in the old model (preedit model). This problem is known as the persistent naming problem. There are additional problems arising from the exchange of parameterized feature-based CAD models. Authors have analyzed previous studies with regard to persistent naming and characteristics for the exchange of parameterized feature-based CAD models, and propose a solution to the persistent naming problem. This solution is comprised of two parts: (a) naming of topological entities based on the object spore information (OSI) and secondary name (SN); and (b) name matching under the proposed naming.

• Journal of the Korea Fashion and Costume Design Association
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• v.16 no.1
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• pp.91-103
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• 2014

In this study, 70 national brands among men's wear brands were selected to examine linguistic characteristics of domestic national men's wear brand names. Linguistic factors which were used in national men's wear brand names were analyzed to understand their characteristics. Formative and semantic characteristics of each brand name were analyzed on the basis of the results from previous studies. It was found that long words with over four syllables are preferred than short words and single words in the form of noun are frequently used for domestic national men's wear brand names in terms of linguistic formality. English is most widely used in brand names, and European languages such as French, Spanish, and Italian are also used frequently under the influence of the country of origin. Next, the analysis result on the semantic characteristics of domestic national men's wear brand names showed that descriptive brand names are used to convey brand information directly and easily, or freestanding brand names which are absolutely irrelevant and newly coined words are chosen to create a characteristic image. In other words, brand names represent detailed business and product category of men's wear by forming a brand image of men's wear (ex. Man, Homme, Zio), and provide the information about properties and benefits related to the product such as dignity, masterpiece, and luxurious lifestyle to consumers by presenting the concept of the brand.

• Journal of the Korea Society of Computer and Information
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• v.17 no.9
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• pp.39-47
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• 2012

The opinion of user on a certain product is expressed in positive/negative sentiments for specific features of it. In some cases, they are expressed for a holistic part of homogeneous specific features, or expressed for product itself. Therefore, in the area of opinion mining, name of opinion features to be extracted are specific feature names, holonyms for theses specific features, and product names. However, when the opinion target is described with product name or holonym, sometimes it may not match feature name of opinion sentence to true opinion target intended by the reviewer. In this paper, we present a method to extract opinion targets from opinion sentences. Most importantly, we propose a method to extract true target from the feature names mismatched to a intended target. First, we extract candidate opinion pairs using dependency relation between words, and then select feature names frequently mismatched to opinion target. Each selected opinion feature name is replaced to a specific feature intended by the reviewer. Finally, in order to extract relevant opinion features from the whole candidate opinion pairs including modified opinion feature names, candidate opinion pairs are rearranged by the order of user's interest.