• 복식
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• 제33권
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• pp.27-39
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• 1997

The purpose of this study was to classify the attributes of brand image criteria of women's shoes to compose the perceptual map of the brand by factor analysis and to examine the differences in brand preferences and purchase methods of shoes according to demographic variables. 10 brand names were selected for the study Samples were 271 women in Seoul Korea :143 were college students and 128 were career women.The data were analyzed using factor analy-sis multiple regression analysis one-way ANOVA Duncan's multiple range test x2-test t-test. The results of the study were the -followings: 1. Four segments of brand image attributes of women's shoes derived by factor analysis: F. 1. 'utility' F.2'appearance' ; F. 3 'sales promotion' ; F.4 'financial factor'. 2. As the result of draw up the perceptual map 'landrover' was high in utility but low in appearance 'Misope' and 'Mook' was low in utility but high in appearance. 'Fashion Leader' was in the nearest ideal direction to the utility and appearance. 3. The preference level of the shoes brand name was in order of the 'Fashion Leader'. 'Mook' and 'Soda' But consumers possessed 'Landrover' the most 4. There were significant differences among preference level of ' Landrover' and 'Misope' according to the social class. There were sig-nificant differences among possession level of 'Misope' and 'Soda' according to the social class 5. the middle and lower class consumers used an exchange ticket during the bargain sales more than upper class when they pur-chase shoes.

• 복식
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• 제39권
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• pp.125-138
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• 1998

In order to help apparel manufactures and marketers to promote apparel products more efficiently, and aid them in instilling brand names or brand images more distinctively in the minds of target consumers, it is the intent of this study (1) to investigate on the high-school girls brand loyalty and the brand discernment, self image(product image), and the buying behavior of casual wear. The subjects were 532 female high school students selected from the four high school in Seoul. The data were collected by self-admin-istered questionnaires. The data were analyzed by frequency, percentage, T-test, x2-test, and correspondence analysis. (1) 29.1% of the female students were cat-egorized as the brand loyalty group that was smaller than the non-brand loyalty group(70.9%). (2) In identifying the relationship between the demographic factors and the brand loyalty, the monthly household income and the month-ly personnel expenses were statistically significant. Namely, higher household income and the monthly personnel expenses were statistically significant. Namely, higher household income and the monthly personnel expenses there were, higher the brand loyalty was revealed. (3) The power of discernment was statistically significant according to the brand loyalty. That is, the brand loyalty group was more outstanding than latest fashion brands, the high-price brands, and the better-style brands in terms of design, color, and fabric. (4) The self image was also statistically significant according to the brand loyalty, Wher-eas the brand loyalty group preferred the unique, high-quality, sexy, and active self-images, non-brand loylty group revealed to prefer the non-noticeable and feminine self-images. The findings of this study will assist apparel manufactures and marketers in better identifying the target market, and in subsequently adjusting their products, brand image, and promotional activities in order to reach the target market more efficiently.

• 한국안광학회지
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• 제21권3호
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• pp.181-189
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• 2016

목적: 대안의 창출을 통한 안경원 브랜드 네이밍 연구로 효과적인 안경원 브랜드 네이밍 과정 이해에 목적이 있다. 방법: 안경원의 특성 추출, 타깃 확인, 네이밍 방향 설정, 네이밍 개발 등의 브랜드 네이밍 과정을 살펴보았다. 단어결합, 상징물, 문장 만들기, 단어일부 결합 등 대안의 창출 유형들에 대한 특성을 알아보고 유형에 따른 브랜드 네임 사례를 조사 하였다. 결과: 대안의 창출은 브랜드 네이밍 과정의 한 단계로, 풍부한 대안의 창출을 바탕으로 정제되고 다듬어진 브랜드 네임으로 발전되고 개발되어져야 한다. 대안의 창출로 만들어지고 적용된 안경원 브랜드 네임의 사례를 제시하였다. 결론: 브랜드 네이밍에서 대안의 창출은 컨셉에 부합하고 브랜드 연상과 언어군 탐색에서 효과적인 방법으로, 과정의 체계성과 선택의 객관성을 가진다. 안경원에 대한 바람직한 연상과 차별성을 가진 개성 있고 강력한 브랜드 네임을 위해서는 대안의 창출 작업을 통한 체계적인 브랜드 네이밍 작업이 필요하다.

• 감성과학
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• 제8권3호
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• pp.177-187
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• 2005

본 연구는 광고디자인에 있어서 광고에 포함되어 있는 정보의 양의 광고수용자의 광고평가에 어떠한 영향을 미치는지를 검증하였다. 기존 연구는 주로 자원-부합이론(Resoruce-matching theory)의 관점에서 광고에 포함되어 있는 외부정보의 효과만을 주로 검증하였다. 그러나 본 연구에서는 이와는 달리 광고에 제시된 브랜드명 의해 유발된 심상정보처리와 같은 내부정보의 정보량이 어떻게 광고수용자의 광고평가효과를 조절하는지를 두가지의 실험을 통하여 검증하였다. 실험결과에 따르면 광고에서 제시된 브랜드명은 광고수용자가 인지적 잉여자원이 있는 경우 심상정보처리를 유발시키고 이러한 심상정보처리과정이 명성브랜드일 경우에는 광고에 대한 평가를 긍정적으로 유도하는 반면 비명성브랜드의 경우에는 부정적으로 유발하는 것으로 나타났다. 이러한 연구의 결과는 광고디자인프로세스에서 명성브랜드라면 광고효과를 증대시키기 위해 제품관련정보를 많이 내포해야 할 필요는 없다는 점을 시사하고 있다 오히려, 이미 소비자의 인식속에 구축되어 있는 브랜드자산을 통해 심상정보처리와 같은 내부정보탐색을 할 수 있는 여지를 마련하도록 광고디자인을 설계하는 것이 바람직하다고 할 수 있다. 반대로 비명성브랜드의 경우에는 광고효과를 극대화하기 위하여 제품관련정보를 다양화해야 할 필요가 있다. 이러한 결과가 향후 광고디자이너들이 광고디자인을 수행하는 프로세스상에서 광고수용자들에게 광고효과를 극대화하기 위해 어떻게 광고디자인을 수행해야 할 것인지에 도움을 되기를 바란다.

• 한국실내디자인학회논문집
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• 제19권5호
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• pp.130-139
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• 2010

The urban style compact apartment which appeared at the end of 1990's was developed by the decrement of household members and in compliance with a new life style. Now it has its own market as a new trend. The purpose of this study is to better understand the characteristics of urban style compact apartments based on an analysis of apartments actually sold on 2008, in order to reflect on the future directions and developments. To support a comprehensive analysis, this study considered three types of compact apartments developed by : a. major developers which own multiple well-recognized brand names, b. mid-size developers under general brand names, c. new or small-size developers specializing in compact apartments. The results from 21 urban style compact apartments could be summarized as follow; 1. Most buyers are Singles or DINKs. The single women occupy a large percentage. 2. Condition of good location is under 5 minutes walk to station and accessibility to 2 and more station. 3. Exterior of building should be harmonious to surrounding and simple, the atmosphere of entrance hall should be warm and relaxed. 4. The spatial character of unit plans are developed by the ways of connecting spaces; 1) Connecting spaces by mobile partition: flexible spaces with expansion 2) Connecting spaces by hall: well arranged spaces with excursion and extends 5. The equipments of kitchen and security are fully carefully planned.

• 복식
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• 제56권6호
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• pp.153-167
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• 2006

This study was purposed to analyse the registration of Korean Fashion brands in China and to point out problems by the registration of analogous trademarks to Korean brand names. List of total 137 Korean national brands were used to collect trademarks in Chinese Trademark Office and each trademark was analysed by the nationally and the date of registration. Analogy of registered trademarks were classified by the common traits. In Result, only 61 Korean national brands were registered by Korean fashion firms in China and 37 Korean national brands were registered by Chinese firms or individuals in the same product classification or in the similar fashion product classification. And 22 Korean national brands out of 61 registered by Korean firms were also registered by Chinese firms, which may lead confusion and misidentification to Chinese consumers. Pre-registration by the Chinese firms f9r analogous or identical trademarks of the Korean fashion brand names in analogous product classification should be a serious entry barrier to Chinese market.

• International Journal of Knowledge Content Development & Technology
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• 제14권3호
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• pp.93-113
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• 2024

This study was conducted for the purpose of deriving the existing ScienceON elements and reorganizing them to increase user convenience and utilization. Towards this end, implications were derived by analyzing the current status of the ScienceON's website, case studies and analysis of major similar institution websites, and user satisfaction surveys. Based on the derived contents, key terms were analyzed and redefined, the menu system was reorganized, and the menu names were redefined, and the menu system was reorganized to match the direction and identity of the redefined ScienceON. The study results based on such are as follows. First, the ScienceON's brand selection criteria and direction were based on service sustainability, service inclusiveness, recognition of portal characteristics, user friendliness and intuitiveness. Considering the meaning of branding, branding strategy, and selection criteria for ScienceON branding, ScienceON, Ontong ScienceON, ScienceONPlatform, science information portal, ScienceON, Mecca of science and technology information, and 5 brand names such as ScienceON were proposed. Second, to improve accessibility, usability, and satisfaction, it would be necessary to redefine current terms. Towards this end, it would be necessary to change the terminology of knowledge infrastructure search and to unify and organize the terminology. Third, in the current menu, the services provided as analysis services and curation services are organized in the beta service menu, and data such as papers, patents, reports, and trends are also serviced only through integrated search, and hence, each data type and service type classification must be improved.

• 한국임상약학회지
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• 제30권4호
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• pp.226-233
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• 2020

Background: Currently, the over-the-counter (OTC) drug market is flooded with series OTC products. The pharmacist must follow the OTC product's indication, given that the most critical role of a pharmacist is the right selection and recommendation of an OTC drug for a patient's symptoms in a dynamic pharmacy environment. Therefore, pharmacists must know each OTC product information precisely to avoid any ambiguity due to several OTC series brand names. Objective: We evaluated the risk and effectiveness of OTC series medicines. Methods: From December 5 to December 18, 2019, an online survey was conducted among 145 community pharmacists. Results: A total of 51.0% of pharmacists knew the difference between products named in a series and could explain it spontaneously. Only 0.7% of the pharmacists admitted to not knowing the difference between products named in a series. While 42.9% of pharmacists who owned a pharmacy opined that the OTC medicines named in a series have health benefits for patients, 50.0% of employee pharmacists admitted that they were rather confused because there are several OTC series medicines. In contrast, 69.2% of pharmacists who owned pharmacies and 72.2% of employee pharmacists admitted that OTC series drugs with names similar to popular OTC drugs sell better. Conclusion: While pharmacists had different opinions regarding OTC series drugs per employment status, they opined that OTC series are more helpful in pharmacy management than completely new brand names. Further studies in this regard are needed.

• 마케팅과학연구
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• 제13권
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• pp.89-111
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• 2004

본 연구는 국제복합상표 제휴에서 소비자태도 결정요인에 관한 연구모형을 설정하고, 이를 4개의 국제복합상표에 적용하여 관련 연구문제를 검정하였다. 모형 본석의 결과를 토대로 다음과 같은 결론이 도출되었다. 첫째, 주상표가 부상표보다 복합상표에 대한 소비자태도에 더 큰 영향을 미치는데, 이는 선행연구의 연구결과를 지지하고 있다. 또한 주상표와 부상표가 복합상표에 대한 소비자태도에 미치는 영향은 구성상표간의 제품법주거리가 멀어질수록 그 영향력이 적어진다는 것을 확인하였다. 둘째, 구성상표간의 제품범주거리가 가까운 경우에는 구성상표간의 상표속성 보완성이, 먼 경우에는 원상표와 복합상표간의 적합성이 복합상표에 대한 소비자태도에 더 큰 영향을 미친다는 점이 밝혀졌다. 이러한 분석을 바탕으로 관리적 시사점을 도출하였다.

• 한국조경학회지
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• 제35권1호
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• pp.36-47
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• 2007

This study intended to provide basic data for the future naming of outdoor areas in apartment complexes by conducting research into the causes, lengths of time, trends, and characteristics of the changes of outdoor space names of apartment complexes and by analyzing current images of outdoor space names. In order to explore the causes and intervals of changes of outdoor spaces in apartment complexes, related literature was surveyed, with on-site inspections being made to examine outdoor space names by time intervals. At the site selected for this study, a case study was conducted to determine the outdoor space names and to understand the trends in the changes of these name in the apartment complexes. Moreover, a questionnaire survey incorporating selected adjectives was administered to investigate the perceived images of outdoor space names and finished construction spaces. The results are as follows: 1. Causes driving changes in apartment outdoor space names included changes in apartment complex planning concepts, changes in the values and demands of apartment buyers, social values, and changes of brand. Intervals of changes were divided into two with the 1997 IMF financial restructuring of the Korean economy as the division. 2. In regards to trends in changes of apartment outdoor space names and their characteristics, various features applied to spaces have caused many changes, which resulted in the phrase $'\bigcirc\;\bigcirc+garden'$, expressions suggesting various images, and Korean names. 3. The results of the analysis of apartment outdoor space names and finished construction images revealed that there was a difference in all the spaces. This is thought to be mainly due to such issues as paved min, the use of ready-made goods, and figurative expressions. The results of the study above indicate that changes in outdoor space names of apartment complexes have been made simply as part of marketing strategies, with no consideration of the residents. Apartments, an important means of housing in Korea, account for more than 50% of Korea's total housing, and the naming of outdoor space serves as an essential element for residents. Therefore, outdoor spaces of apartment complexes should be named in consideration of the final appearance after construction is completed, with effort by the industry being required.