• 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.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.4 s.163
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• pp.519-530
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• 2007

This study is an exploratory research on the brand architecture of Korean apparel enterprises and the differentiation strategy among in-house competing brands. For data analysis, secondary data was used. 20 apparel enterprises were used as the subjects. The results are as following. First, as a result of brand architecture composition, apparel enterprises used the strategy that initially paved the way launching several brands in a specific item category and after that diversified to other categories. Most enterprises used the multi-brand strategy operating plural brands in a same zoning. The terms for launching succeeding brands were about $1{\sim}5$ years. Second, as a result of analysing the cases which several brands competes within a same zoning, all the posterior brands had some differences from the prior ones. The most frequent differentiation factor was price. Concept, target age, and distribution channel followed. The order of the factors was somewhat different among the item categories. The differentiation strategy among in-house competing brands meant that the enterprises manage plural brands in a same zoning for the growth of whole market share instead of the direct competition among in-house brands. The results of this study can suggest a growth direction to the enterprises planning to launch new brands.

• Fashion & Textile Research Journal
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• v.18 no.1
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• pp.27-37
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• 2016

This study examined consumer perceptions towards outdoor wear differentiation and product attributes for outdoor wear differentiation to develop an outdoor wear differentiation strategy. It also investigated how consumer's evaluated product attributes according to consumer's demographic characteristics. Data were acquired from a survey of 454 adult respondents aged over 20 that was analyzed with descriptives, frequency, t-test, one-way ANOVA, factor analysis, and reliability. The results were as follows. First, it showed that consumers did not have a positive or a negative perception toward outdoor wear differentiation, and they thought outdoor wear should be differentiated. Those married and older tended to think that outdoor wear should be differentiated more than that for those single and younger. Consumer evaluations were significantly different on the necessity of outdoor wear differentiation according to age and total income. Second, consumers assessed that color, pattern and textiles had similar characteristics among outdoor wear brands; in addition, brand recognition and brand image had very different characteristics. Third, product attributes for outdoor wear differentiation were service and store, product quality, brand and popularity, and product designs with mean values of product quality, product design, service and store, and brand and popularity, respectively. Fourth, consumers were significantly different in the importance assessment of product attributes for differentiation according to gender, marital status and age.

• Culinary science and hospitality research
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• v.6 no.1
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• pp.79-102
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• 2000

This study aims at providing restaurant marketers and decision-makers both the brand differentiation information and the useful clues to achieve the high market share through the various brand differentiation opportunities in multi-chain family restaurants. Sample surveys were conducted to 245 persons who had frequent using multi-chain family restaurants in Seoul. Method of survey used are telephone interviewing. The result of analysis was shown the marketer's performances on differentiation marketing, but that there were a lot of opportunities of differentiating the brand from others. Therefore, restaurant marketers and decision-makers should try to differentiate their brand along the lines of physical attributes, service, food quality, personnel, location, or image, in order to win the guest and then get the succession of their business.

• Journal of Distribution Research
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• v.8 no.2
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• pp.21-39
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• 2003

The objective of this study is examining regional differentiation of private brand customer. Factors found to influence private brand purchase intention included familiarity with private brand, perceived value, store loyalty, perceived risk, perceived quality variation between national and private brand products. For testing the research model, data were collected in Seoul and Busan. The hypothetical paths included in model are supported. There are regional differentiations in 1) negative relation of perceived quality variation and perceived value, 2) positive relation of familiarity and purchase intention, and 3) positive relation of store royalty and purchase intention.

• International Commerce and Information Review
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• v.10 no.3
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• pp.391-406
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• 2008

Recently, U.S. beef completely is opened and a point of present time, beef import market is increased, the high branding and high quality of Korea's beef cattle is urgent for a brand-name of Korea's Meat got competitive superiority in world market. Also, for that situation, Producers and Distributors request successful marketing strategy establishment and in the concrete, I present a counterplan strategy based on 4P(price, product differentiation, sales promotion, distribution) strategy.

• Fashion & Textile Research Journal
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• v.8 no.2
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• pp.183-190
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• 2006

The purpose of this study was to analyze social, economic and cultural phenomena of the luxury brand in the viewpoint that the consumption system of the modern society stood for the sign consumption and the industrial production of difference as Baudrillard mentioned in the Consumer Society. The result was divided into the two subjects popularization and differentiation of luxury brand. Firstly the meaning of luxury brand was that the personal effects of consumption of king or aristocratic class who did not exist in the modern and were made into the selection and consumption-possible things of exchange value. The popularization of this sign was accelerated through TV drama. Secondly as differentiation strategy of luxury brand, was made by giving meaning to the life style concept of the upper class with advertisement and design, and also the logo of design was used as sign differentiated from people. Also the reason why the producer of the luxury brand gave meaning to such life style was that the awareness of the brand which people have consistently makes them consume more products. The consumption system of the modern society stood for the sign consumption, difference sign mark value which was the desire on a social meaning basis, not the consumption of things as used value. And the consumer could express his personality by selecting and consuming the product of luxury brand model made with this sign. Accordingly the distribution, purchase, sales and acquisition of the things with this difference sign were our verbal activity and linguistic code today, and it was the essential feature of the society, culture and economy of the consumer society.

• Journal of the Korean Society for Aviation and Aeronautics
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• v.32 no.2
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• pp.48-64
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• 2024

This study established a marketing strategy for the KAI Light Civil Helicopter (LCH) market by applying a Brand Asset Valuator (BAV) model to the LCH project currently underway by Korea Aerospace industries (KAI). Through literature reviews, the global scale of LCH projects and the development status of KAI LCH were identified. Subsequently, four sub-items from the BAV model were applied, and an expert survey was conducted. The primary data underwent an analysis process following the completion of the validity and reliability verification stage. The analysis revealed that the highest value was in the knowledge indicator, while the lowest value was in differentiation. The analysis confirmed KAI LCH's position on the BAV Power gird, indication that brand vitality, particularly differentiation, was lower than brand knowledge. Accordingly, this study finally presents a new marketing strategy to enhance the brand vitality of KAI LCH.

• Journal of Fashion Business
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• v.22 no.5
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• pp.64-82
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• 2018

As sustainability of fashion brands is becoming more important in the prolonged depression, the fashion market is also seeking ways to create new value through convergence with various fields. In the fashion market, convergence marketing is engaged with diverse technologies combined with advanced technologies and strategies. This study established the conceptual characteristics of convergence and divergence from a market perspective. Convergence can be summarized as Borderless, Compounding, Diversification, Recombination and Affiliation. The conceptual characteristics of the divergence can be summarized as de-fusion, individualization, differentiation, specialization, and segmentation. The characteristics of convergence revealed through the case of fashion market include the expandability of the new category, the expandability of the consumer, the brand experience, and the expandability of time and space. Divergence is the differentiation of brand value, target customer, and product nature. Through this study, we could understand the differentiation of the fashion market and the direction of the marketing strategy by looking at the characteristic of the convergence marketing - oriented research that has the contrary conceptual characteristics from the extended viewpoint. Based on this, it is possible to see the changes and patterns of brand marketing strategies and techniques in recent fashion market. In the future, it is expected that the systematic study of the marketing strategy of the domestic fashion brand based on the convergence and change characteristics of the fashion market proposed in this study will continue.

• The Korean Journal of Food And Nutrition
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• v.33 no.1
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• pp.74-85
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• 2020

This study examined the effect of the trust of a restaurant brand on the quality of brand relations centered on the mediating effect of brand promise. The survey was conducted on September 18, 2018 to October 2, 2018, with a total of 707 end users, who are under the age of 19~59, using the restaurant brand for the last six months. The panel survey was conducted by distributing a questionnaire address (URL) email through an online questionnaire. As a result, if you apply the parameters of brand commitment between brand trust and brand relationship quality, brand promise an important role and influence. In particular, only one of the three elements of differentiation, consistency and continue, which are sub-dimensions of brand promise, was continue. This means that consistently long term continue are paramount between brand trust and the quality of brand relationships. These results can be applied to the brand marketing and operations of catering companies.