• The Journal of Korean Institute of Electromagnetic Engineering and Science
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• v.29 no.5
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• pp.353-358
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• 2018

We herein analyze the service traffic characteristics and spectrum of the 5G mobile communication and suggest the effective 5G network deployment method for 5G mobile communication services. The data rates of the 5G mobile communication are from several kbps (voice and IoT) up to 1 Gbps (hologram, among others). The 5G mobile communication services show the diverse cell coverage environments owing to the use of diverse service data rates and multiple spectrum bands. To effectively support the 5G mobile communication services, the network deployment requires the optimization of the service coverages for new service environments and multiple spectrum bands. Considering the 5G spectrum bandwidth debated at present, if the 5G services of 100 Mbps can be supported in the 200 m cell edge using the 3.5 GHz spectrum bands, the 5G services of the 1 Gbps hologram and 500-Mbps 4k UHD can be supported in the cell edges of 50 m and 100 m using the 28 GHz spectrum bands. Therefore, the 5G services can be supported effectively by the 5G network deployment using spectrum portfolio configurations to match the diverse 5G services and multiple bands.

• The Journal of the Korea Contents Association
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• v.15 no.9
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• pp.465-477
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• 2015

Today's companies build strong brand assets which, through the expansion of other business areas, promote efficient corporate management. Many companies manage brand assets among through a multitude of brand groups using brand portfolios rather than the single brand strategy. Such brand group influence can be related not only to brand group expansion, but also to parent company brands and product brand groups. The purpose of this study was to identify the effects of parent corporate brand associations on brand portfolio evaluation. The results of the present study is as follows: positive parent corporate brand image was revealed to play a positive role in brand portfolio evaluation. Parent corporate brand image provided endorsement for their product brands, and this can reduce consumer's decision cost on brand portfolio evaluations. This study focused on two types of brand relationship strategy : brand expansion strategy and individual brand strategy. With individual brand strategy, cases where parent company brands provided endorsement and cases to the contrary were studied separately. In cases where well-managed parent corporate brand image were able to provide endorsement in the case of individual brand strategy like that of brand expansion strategy.