• The Research Journal of the Costume Culture
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• v.16 no.1
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• pp.22-32
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• 2008

The purpose of this paper is to compare and analyze the national brand strategies between Korea and Italy and the ragional brand strategies between Jinju in Korea and Como in Italy. The study is conducted via periodicals and publication of related institutions, reports of various newspapers and academic journals, and interviews of Jinju Silk Research Institution and Tessile di Como. This study then examines the implication of the success of Italian national and regional brands to the Korean textile products and the adoptability of Italian brand strategies for Korean textile brand. Our findings suggest that the Italian brands have been successfully developed in terms of product quality and brand marketing based on their traditional products. The findings also indicate that the Korean traditional textile products have the potential to be the world wide products but lack the consist and brand strategies supported by the central government as well as the regional government. This paper further suggests that it is necessary to study the development of brand strategy based on the traditional textile products and its implimentation.

• 한국벤처창업학회:학술대회논문집
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• 2009.10a
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• pp.203-220
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• 2009

Due to the trend of opening the local market, the import of foreign agriculture is highly increased. And as the income is higher, the type of consumption is changed on the quality priority. There are agriculture brand policies taken by the government. But the similarity of brand and absence of marketing strategy is pointed as main problems. So we considered the brand image development such as a brand naming and a brand design for marketing strategy through the analysis of effect design types on brand image.

• Journal of Wellbeing Management and Applied Psychology
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• v.4 no.2
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• pp.14-18
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• 2021

Purpose: The purpose of this study was to identify the factors that enhance brand identity among the four relationship factors in the well-being industry: brand relationships, product relationships, employee relationships, and other customer relationships, and to examine the impact between consumers' brand identity and committed behaviors performed by consumers of brand equality, promotion, cooperation, and advocacy. Research design, data and methodology: The models designed in this study were proposed based on prior studies and the survey was conducted on well-being consumers for empirical testing of the models. Valid samples of a total of 350 data collected were analyzed using the SAS 9.4 statistical package programs, and the results for the structural equation model analysis are as follows. Results: First, the three relationships in the brand community have all been shown to improve brand identity, but the product relationship has had a negative significant effect. Second, consumers' brand identity has had a strong effect of promoting both committed behavior, cooperation and advocacy. Conclusions: Based on these analysis results, the theoretical implications of the well-being industry were presented, and effective practical implications were presented to the well-being operators and the community operators of well-being brands.

• The Journal of Asian Finance, Economics and Business
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• v.9 no.7
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• pp.239-247
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• 2022

Maintaining and expanding brand equity is regarded as an essential component of brand development. Effective management of brand equity leads to more opportunities for brand extension and the ability to draw in more customers. Brand equity, in particular, has a positive impact on consumer purchase intention. The purpose of this study is to look into the relationships between brand equity and consumption intention from the perspective of Vietnamese customers of India's COVID-19 vaccine products. Primary data is aggregated from 475 Vietnamese citizens with different occupations and backgrounds 18 years of age or older. The findings of the study show that consumption intention is positively inspired by brand equity, including brand association and brand quality. If consumers perceive high brand equity, it will have a higher impact on promoting consumption intention to the brand. India's COVID-19 vaccine needs to invest more in building brand equity in the Vietnamese market if it wants to increase the consumption choices of Vietnamese people. To create a good brand association and brand quality for India's COVID-19 vaccine, it is necessary to focus on communicating the good properties of the Indian-made vaccine such as safe, high protective effect, high immunity and protection, and long duration of immunity of vaccines.

• Journal of Fashion Business
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• v.8 no.6
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• pp.90-102
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• 2004

The purpose of this research is to identify the phases of the fashion merchandising process and the range of the fashion designer's work as well as performing degree at each stage according to the brand types of domestic women's apparel. The preliminary research was conducted with the chief designers of five woman's apparel manufactures located in Seoul and the questionnaires were collected from 192 fashion designers. They were measured by the five point Likert-type scales. For a data analysis, the Pearson's Correlation, ANOVA, Sheffe Test, MANOVA were used with SPSS V. 11.0. The results are as follows; 1. The steps which fashion designers of domestic apparel brand take in fashion merchandising process have been identified in 7 stages- Environment Information, Target Market Planning, Design Planning, Design Development, Price Settlement, Presentation & Line Release, Production. 2. The task achievement level of fashion designers in fashion merchandising process differs in brand types as well as in fashion merchandising stages. In NB, the designer's work was conducted in order of Design Planning(M=4.58)$\to$Presentation & Line release(M=4.31)$\to$ Environment Information(M=3.83)$\to$Target Market Planning(M=3.13). In DB, in order of Price Settlement (M=4.80)$\to$Production(M=4.33)$\to$Design Development(M=4.27)$\to$Design Planning(M=3.77)$\to$Presentation & Line release(M=3.20)$\to$Environment Information (M2.70). In GB, in order of Production(M=4.38)$\to$Design Planning(M=4.22)$\to$Price Settlement(M4.16)$\to$Environment Information(M=3.83)$\to$Merchandising Target Market (M=3.72)$\to$Design Development(M=3.65). 3. Considering the other factors such as sales, the amount of owning shops, item amounts that are related to the company size, this study shows that only the brand type affects designer's task achievement.

• Asia Marketing Journal
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• v.13 no.3
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• pp.163-182
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• 2011

The focus of this paper is to investigate cognitive development of brand heuristics in the mind of a young consumer as the consumer matures. This issue was examined by comparing the nature of the set of associations (that form the brand heuristic) given by consumers across four different age groups, with each age group representing a distinct stage of cognitive maturity. It is found that there are fundamental differences in the way the different age groups perceive the brand. The research method uses the novel approach of classifying the elicited associations into the three types of brand associations: attributes, benefits and attitudes. This classification enables comparisons of the nature of brand associations and the changes that occur as a consumer matures. To conclude, implications for theory and practice are discussed.

• Proceedings of the Korean Society for Noise and Vibration Engineering Conference
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• 2005.11b
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• pp.174-179
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• 2005

In automotive engineering, the brand sound is one of the important advantage strategy in a car company. For the design of brand sound, the selection of descriptive word for a car sound is one of major works in automotive sound quality research. In paper, booming sound and rumbling sound, which are professional words used by NVH engineers are used for the design of brand sound. We employed sound metrics which are the subjective parameter used in psychoacoustics. According to most research results, the relationship between subjective evaluations and sound metrics has nonlinear characteristics and is very complex. In order to link these subjective evaluations to sound metrics, the artificial neural network technology has been applied to two-dimensional sound quality index for a passenger car. These indexes is used for 46 passenger cars, which are samples of famous cars in the world. Also the preference in car sounds is evaluated by the trained NVH engineers. We coupled this preference with booming and rumbling sounds by using artificial neural network. In future, the two -dimensional sound index and preference index are very useful fur the development of brand sound in passenger cars.

• Journal of Distribution Science
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• v.10 no.11
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• pp.39-53
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• 2012

Purpose - This study identifies relationships amongst repurchase intentions, brand equity, and preference by applying VMD of fashion retail stores. The results would help coffee shop owners and coffee makers in devising an appropriate strategy for successfully managing coffee shops. Research design, data, methodology - The VMD model of a coffee shop includes harmony, trend, and attractiveness, while brand equity encompasses brand awareness, perceived quality, and brand image. In this study, the VMD factors of coffee shops, brand equity, and brand preference, are shown as independent variables, while repurchase intention is shown as the dependent variable. The study aims to ascertain the extent of the influence configuration factors of a coffee shop have on brand equity, brand preference, and repurchase intention. Regression analysis was used to verify the mediating effects of brand preference on brand equity and repurchase intention. The measurement items were already deemed as reliable and valid in the previous study, but some modifications were made for the purposes of this study. Questionnaires were distributed to 550 consumers on a national scale, and 517 consumers amongst these were finally used as a sample for analysis using the SPSS 17.0 statistical program. Results - First, amongst the VMD configuration factors of a coffee shop, trend, and attractiveness have a positive impact on brand equity (brand awareness, perceived quality, and brand image). Second, brand equity has a positive effect on brand preference. Third, brand preference has a positive effect on repurchase intention. Fourth, brand preference plays the role of a mediator in measuring the impact of brand awareness and brand image on customers' repurchase intentions. Conclusions - The theoretical implications can be summarized as follows. First, this study proposes a theoretical basis that can be adapted to the VMD configuration factors of a coffee shop by identifying the relationship between brand equity and coffee shops. This study applies the VMD factors to the coffee shops and presents a new research model by examining the relationships amongst VMD components of coffee shops: brand equity, brand preference, and repurchase intention. Second, it clearly establishes the relationship between brand equity and brand preference by identifying the mediating effects of brand preference, given that brand equity has a positive impact on repurchase intention. The practical implications are as follows. First, development of brand equity and management can be important components for coffee shops in determining that the VMD configuration factors of coffee shops have an impact on brand equity. Second, amongst the VMD configuration factors, attractiveness and trend have a positive influence on choosing coffee shops, therefore store atmosphere should be attractively designed, while the menu and interiors should complement each other and be reviewed periodically to conform to the latest trend. Third, VMD configuration factors that are confirmed are not easily changed. Fourth, large franchises and foreign companies have strengths in scale, locations, and brand. Fifth, the different ways of campaigning should be compared to those of large franchises and foreign companies in order to increase brand equity using VMD configuration factors.

• Proceedings of the Korea Society of Design Studies Conference
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• 2004.10a
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• pp.84-85
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• 2004

• Korean Institute of Interior Design Journal
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• v.20 no.5
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• pp.105-113
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• 2011

Brand is a useful tool for modem people living under the age of the brand, to explain the information of their products by differentiating themselves from others. It also represents the value of company and plays a major role convincing customers. Even living space brands are no exception. According to the development of marketing management ability, living space brands require the new sales strategy to dominate the market over the business competition, and plan differently for a changing market environment. On such account, companies are commercializing the living space via establishing its brands. Thus the study will cover the living space differentiation strategies for promoting the brand images of respective construction companies and will strive to compare and analyze the differentiation strategy factors that construction firms are pursuing through case analysis framework. Moreover, it's objective focuses on materializing the strategies of living space in accordance to the brand application elements.