• Proceedings of the Korean Institute of Interior Design Conference
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• 2007.11a
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• pp.193-194
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• 2007

The Japanese 'H' motor company is the one of a few engine makers for F1 racing machine in the world. And it has a tradition and ability to make a humanoid walking robot 'Asimo'. But 'H' motor company is known as a motorcycle maker not a car in Korea. It wanted to reinforce the brand image and identity to Korean consumer. And it needed a powerful marketing tool for the brand image distinguished from other global motor companies. It demanded a stand design to show their powerful and unique identity for surpass other rivals in 2007 Seoul Motor Show. This stand for 'H' motor company in 2007 SMS has an area of 1,250m2 and located between huge domestic motor companies, K and SR. The design was planed to show its unique identity and image, overcoming its relatively small size. I designed a round-shape ceiling structures covered whole booth space for enclosure and vortical space sense. That made a strong brand image by light and sharp structures completely distinguished from other stands. And it has a main logo sign for recognizing the stand from a distance.

• The Journal of the Convergence on Culture Technology
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• v.10 no.3
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• pp.497-502
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• 2024

Local culture plays a role in enhancing the cultural competence of citizens by approaching branding from the perspective of brandization by implying value amid changes in local traditions and modern times. Therefore, this study established a research model with brand loyalty, brand recognition, perceived quality, and brand image as dependent variables in order to analyze the impact of local cultural characteristics on cultural brand asset components. We tested the research hypothesis and analyzed it, As local cultural characteristics affect cultural brand asset components, it was found that it is necessary to change the perception of local culture and promote traditional culture. In addition, Yeoju City needs to plan a festival that combines tradition and local culture through the convergence of content and cultural policy for the recognition and brand image of the Yeoju Yeongneung, a World Heritage Site, and it is urgent to change the direction of citizens. In addition, it was found that it is desirable to expand research on the formation of cultural brand assets according to local cultural affinity.

• Korean Institute of Interior Design Journal
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• v.24 no.3
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• pp.79-86
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• 2015

Myths and architectural spaces are cultural products symbolizing ideologies and objects respectively. Myth has the structure and the contents of a unique view of the world that reflects thoughts and representations of the nationalities. This study is about 'the spaces of the memory' adapted by the mythic tradition among many aspects of the Japanese tradition. The process of this study is illustrated as follows: At first, it mentions the concept of Gilbert Durand's mythic imaginaries and prototype with the method on how the myth is applied to the architectural spaces in the cultural context. Secondly, It clarifies basic meaning arrangement of the Japanese traditional spaces related to the myth. It shows sourceful 'prototipical system' that lies in the relation between thoughts and representations, regarding the shinto's spaces in terms of mythical imaginaries and Japanness. Thirdly, it ascertains mythical structure represented in the traditional space designs on terms with 'prototype' from symbolic system of the myth. It selects the cases among Japanese contemporary architects's works designed after 1960's, and analyses the meanings. In conclusion, it clarifies that this way can be a suggestion as the space design method combining the human's imaginary property with the time-stratigraphic region, and offering creative ideas for the strategy of the space design brand image that embraces a wide range of culture, ecology, and sensibility.

• Journal of Fashion Business
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• v.27 no.6
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• pp.99-109
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• 2023

Loewe Craft Prize is currently the most influential craft contest. During the contest, contemporary craftworks, as art with excellent aesthetic value, are selected as finalists but there are no enough studies on them as subjects. This study aimed to investigate contemporary textile pieces found in the fashion brand Loewe's Craft Prize, a Loewe Foundation Craft Prize and elucidate their expressive characteristics. The methodology of the study was a qualitative study that derives the expressive characteristics of the works within the scope of the study through case analysis along with theoretical reviews. The selection of research subjects was based on 22 works of textile pieces among the works selected as finalists for the last six years since the first year of the prize in 2016. The analysis of textile pieces showed first, the emphasis on traditional expression, second, the development of new expressive techniques for the material, and third, the pictorial character revealed in flat pieces. The expressive characteristics of contemporary textile art shown in the Loewe Foundation Craft Prize, derived based on such results were, first, the confirmation of the unique capabilities of craft through the inheritance of tradition, second, the rediscovery of textile properties through material experimentation, and third, the possibility of expanding the field of textile due to the pictorial character.

• Archives of design research
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• v.20
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• pp.1-10
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• 1997

In 1990s with the increasing of consumers' standard of life and change of life style, there has been an increase of import from overseas license brands and a new participation of big enterprises, as well as small and medium enterprises in local fashion market. As a leading fashion company with a long tradition and technique, the INDIAN brand of Sejung Inc. needs to establish a new image to preoccupy relative superiorty in the competition with other brands and satisfy future consumers in the present situation of 1990s. Therefore, for developing of its image, we made an investigation of three-dimentional marketing about business environment, and after setting up the B.I concept, we initiated to express a visual image. Through a made-up question after the completion of those works, we decided our logo mark and completed the entire design system, including the basic and applied elements of main design items of INDIAN B.I Finally, to maximize the effect of the brand identity, it is necessary for us to keep the principles in making the shape of design, to take care of them thoroughly, to make all the members' thinking and behavior unite concerned with the brand, and to execute continuous educational programs for practice of B.I. conciousness with the public relations when B.I. will be appeared on the market.

• Journal of Distribution Science
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• v.9 no.3
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• pp.73-82
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• 2011

This study presents an effective and distinctive marketing strategy through the implementation of the aesthetic art marketing communication technique of storytelling. The reason applying art to marketing is effective is that it gives "class" and aesthetic beauty to the brand's image, which will lead to an increase in revenue and loyalty of consumers. The story stands in for the brand's subject of "desire." Luxury brand customers not only consume high-quality products, require the utmost in service, and value of the brand, they also appreciate the story the brand is telling. The story, combined with art, is called art marketing communication; it makes the brand more unique through its enhanced visual elements. The study discusses art collaboration, art exhibition, a transforming architecture project, art advertisement, a flagship store, and a human resource training center. Based on the "desire," I adopted the element and principle of storytelling. By visualizing the brand with a symbol, the company is able to relate to consumers' sentimentality. Through storytelling art marketing communication, and the strategy using relevance of brand and artist's popularity, the research shows efficient art marketing influences to the brand's image. The results of the research indicate that by using adequate art marketing communication that best reflects the identity and story of the luxury brand, it produces great results; the research also demonstrated, in various ways, that art marketing will succeed. The case showed the following outcomes. First, consumers have a tendency to choose a brand that is associated with an empathizing story. World renowned brands see through the market's "desires" for unique stories, and they also provide the ability to amuse consumers. The story in a product will become an important competitive element in future markets. Second, the art marketing communication applying a story rendered a brand with distinction. The most effective art marketing communications are art collaboration, art exhibition, locomotive architecture project, and others that are adopted as various means. Third, the brand's products were considered as an art piece, which led to not only strengthening the loyalty of consumers but also an increase in sales. In addition, the company could sustain a premium price for the goods sold. By adapting art to a brand's tradition, an innovative and creative new product provides consumer satisfaction, and producing goods in limited editions creates enthusiastic collectors. Fourth, this study suggests an abridged report, implication, limitation of the study, and directions for further research. Referring to the case for the adaptation of luxury brands, efficient art marketing strategies considering Korean company brand and efficiently study preceding Korean company brand art marketing strategy could be proposed.

• Journal of the Korean Society of Costume
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• v.66 no.2
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• pp.32-44
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• 2016

Having set a trend for luxury fashion brand markets since the $17^{th}$ century, France has established the norms and the forms of the fashion business. In addition, it has maintained its status as a leading fashion power by discovering economic value from the intangible value of design and brand, and developing fashion into a high value-added industry. This paper aims to examine the socio-cultural factors that have exerted a positive influence on the formation of "fashion power" in France from a historical perspective. It will focus on four major external historical factors that made France the top fashion power: insights and innovation of French leaders as well as their constant concerns and efforts for the promotion of fashion, a tradition of experimental cultures and arts, open and the public-centered social environment and an atmosphere of cherishing the values of creation, and the establishment of a legitimate system that protects them.

• Journal of Fashion Business
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• v.23 no.5
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• pp.67-80
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• 2019

This study analyzed the factors determining fashion lifestyle of Uzbek students in Korea and their clothing purchasing behavior and attitudes towards Hallyu, the Korean image, satisfaction, preferences and purchasing intentions for Korean fashion according to fashion lifestyle. The data collected from 260 Uzbekistan students in Korea were subjected to factor analysis, cluster analysis, ANOVA, Duncan test, and ${\chi}^2$-test using SPSS 25.0. The results were as follows: 1) Fashion lifestyle was analyzed based on brand orientation, tradition, fashion, and personality. The fashion lifestyle group was classified as follows: brand, fashion/personality, traditional, and fashion passive. 2) The evaluation criteria for fashion products, information sources, and store selection criteria were varied among the four groups of fashion lifestyle. 3) The attitude toward Hallyu and Korean image, the satisfaction, preference, and purchasing intention of KFP varied significantly between the fashion lifestyle groups. 4) The demographics of fashion lifestyle groups showed significant differences in sex and residential status. These results can be used as a basis for fashion companies targeting markets for Uzbek people in their 20s.

• Journal of the Korean Geographical Society
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• v.43 no.6
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• pp.873-893
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• 2008

This article focuses on reviewing place branding theories as a major toolkit of 'soft regional development'. Place branding provides sophisticate methodologies to strengthen city and regional image and identity. For effective place marketing practices, four of useful place branding tools are suggested. They include the methodology of place identity development, brand leadership system in local governance, construction of city brand architecture, and evaluation model for city brand equity. A process model is suggested for systematically organizing the diverse tools of place marketing and branding. The model is expected to be used as a framework of strategical soft regional development and planning. The place branding process model is to be an important theoretical and methodological basement of postmodern urban and regional development on which creativity, symbol and signs are more emphasized. More in-depth theoretical and empirical studies are needed. Geographical tradition and knowledge can play important roles in this inter-disciplinary process.

• Journal of the Korean Society of Costume
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• v.57 no.5 s.114
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• pp.45-57
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• 2007

This study is on the aesthetic characteristics of Balenciaga design succeeded to by Nicolas Ghesquiere, and tried to understand his pursuing brand's new design concept and aesthetics. The three key characteristics of Balenciaga designed by Nicolas Ghesquiere are Retrospecitvness, Eclecticism, Deconstruciton. First, Balenciaga looks retrospective sense through reinterpreting tradition. Nicolas created a new sense of expression by mixing his proper instinct with Balenciaga's original properties, historical components of the past western dress, and various design elements of assistants who used to work in Balenciaga. Second, Balenciaga expresses uncertain meaning by compromising between contrast and synthesis among the past and the future, the males and the females, simple and ornament, or different styles. Third, Nicolas's experimental and outsider-oriented view of Deconstruction through reorienting of thought is considered a try for a new formative concept as a designer who is not limited by general rules.