• 패션비즈니스
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• 제15권1호
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• pp.92-102
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• 2011

The purpose of this research is to study the types of name spectrum and their characteristics of domestic men's wear brands focusing on formal and casual wear and also examine the differences based on the type of brands' product and brand style. Total 184 of men's wear brands, which were consisted of 66 formal wear brands and 84 casual wear brands, were selected from '2009 Korea Fashion Yearbook'. For data analysis, quantitatively evaluated the frequency and qualitatively evaluated the image of brand product and the meaning of brand name. The result as follows; 1. The domestic fashion brands for men's wear appeared to have four types of name spectrum. The descriptive name was the most frequently showed, and followed by arbitrary, suggestive, and coined name. For formal wear brands, four types of name spectrum were appeared in the order of descriptive, suggestive, coined, and arbitrary name. In casual wear brands, three types of name spectrum were appeared in the order of descriptive, arbitrary, and suggestive name. 2. The characteristics of men's brand name according to their name spectrum was as follows.; In the descriptive brand names, person's name was used the most and some ascribed the characteristics, feature or geographic location of the product. The suggestive brand names contained images and symbols of the product and also implied the relevant benefit information in a particular product context. In the arbitrary brand name, they imply the various meanings according to the product and are made up of either coined or natural. For the coined name, some bear the ideology or symbolized the characteristics of product itself. 3. The descriptive name spectrum showed the most in domestic menswear brands, regardless of the brand type. Except this, there were differences in the type and the frequency of name spectrum depending on the brand type.

• 패션비즈니스
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• 제9권5호
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• pp.65-76
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• 2005

The purpose of this research is to investigate the types of name spectrum and their characteristics of domestic fashion brand names focusing on women' wear and bisex wear, and also studied the differences based on the sex of brand target. 224 of women's wear brands and 99 of bisex wear brands were selected from ‘2002 Korea Fashion Yearbook’ under the criterion that their brand names were made in Korea and they should engage in business in 2002. The data analysis quatitatively evaluate the frequency and qualitatively evalute the image of brand product and the meaning of brand name. The result as follows; 1.The domestic fashion brands for women's and bisex wear appeared to have to three types of name spectrum ; the descriptive name was the most frequently used one, then followed by the arbitrary, and the suggestive name. There were only one coined brand name and no generic brand name. 2. The characteristics of descriptive brand name was that, in most cases, it used the name of designer. For the suggestive brand name, it implied the features or the image of its products. For the arbitrary brand name, some bear the ideology or the foundation belief of company itself. 3. For women's wear, the discriptive name appeared most, and followed by arbitrary, and the suggestive name. For bisex wear, the suggestive brand name appeared most, and followed by arbitrary name, and the discriptive name. 4. For descriptive brand name, the names of designer were used most in women's wear brands. Otherwise, the brand names that directly described the image or the characteristics of products were used most in bisex wear brands. For suggestive brand name, soft and feminine images were prevailed in women's wear brand names but comfotable and casual images were dominent in bisexsual brand names. For arbitrary brand name, as the various types of languages were combined and the various meanings and words were mixed, and imply the various meanings in both cases, it was hard to classify the characteristics into some categories.

• 한국의상디자인학회지
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• 제20권1호
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• pp.49-59
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• 2018

The purpose of this research is to study the semantic characteristics of men's cosmetics brand names by analyzing 51 brand names in the domestic market, so as to find ways to develop strategic brand names. In order to investigate this area, the study looked at the Interbrand Company's Name Spectrum, and the results are as follows. The men's cosmetics brand names turned out to be freestanding brand names, descriptive brand names, and associative brand names, in that order. The freestanding brand names were found to be the initial combinations of the words that have the desired benefits in the concepts of the pertinent brands; in other words, coined brand names that were made by synthesizing words such as nice men, naturalism, eco-friendly plant-derived materials and ideal skin. Associative brand names are generally used to express the effect of enhancing brand awareness by considering the phonetic image of the word or prompting a masculine and favorable image. Descriptive brand names use language symbols such as men, homme, man, monsieur and gentle to represent specific business and product categories for men, and also use stem, plant, flower, skin, beauty, moisturizing, tosowoong and so on to provide the properties and beneficial information related to the products. In conclusion, the men's cosmetics brand names embody an important factor that symbolizes the concepts, functions or features of the brand, and there is a need for men's cosmetic brands to develop more unique and distinctive brand names to promote their brand names as constitutional factors that can build brand power and strengthen brand image.

• 한국콘텐츠학회논문지
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• 제12권6호
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• pp.402-412
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• 2012

본 연구는 우리나라 병원이 사용하고 있는 브랜드 네임을 브랜드 네임 스펙트럼 모형에 따라 분류한 후 병원 브랜드 네임이 가지고 있는 언어적 특성을 분석하였다. 병원 네임은 의미 있는 단어(명칭)로 분류한 후, 분류된 단어를 대상으로 스펙트럼 분류를 하였고, 병원 네임에 담긴 스펙트럼 유형의 영향 요인을 분석하기 위하여 로지스틱 회귀분석을 시행하였다. 브랜드 스펙트럼 유형에 따른 분석 결과 연구대상 병원의 명칭은 임의적, 암시적, 서술적, 그리고 조어적 명칭의 순으로 분류되었다. 임의적 스펙트럼 중에는 지역명칭이나 의료기관 개설자 본인의 이름을 활용한 경우가 많았는데, 이는 우리나라 병원의 브랜드 네이밍 발전단계가 초보적 수준에 있으며, 많은 의료기관들이 브랜드 네이밍의 가치에 대해 제대로 인식하지 못하고 있음을 의미하는 것이기도 하다. 브랜드 개발시에 소비자들에게 상대적으로 짧은 시간에 인식과 회상을 높일 수 있는 브랜드 네임의 형성과 더불어, 브랜드의 독자성을 확보할 수 있는 브랜드 네이밍이 이루어지는 것이 앞으로 병원 산업계에서 필요할 것으로 판단된다.

• 한국의상디자인학회지
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• 제16권1호
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• pp.91-103
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• 2014

In this study, 70 national brands among men's wear brands were selected to examine linguistic characteristics of domestic national men's wear brand names. Linguistic factors which were used in national men's wear brand names were analyzed to understand their characteristics. Formative and semantic characteristics of each brand name were analyzed on the basis of the results from previous studies. It was found that long words with over four syllables are preferred than short words and single words in the form of noun are frequently used for domestic national men's wear brand names in terms of linguistic formality. English is most widely used in brand names, and European languages such as French, Spanish, and Italian are also used frequently under the influence of the country of origin. Next, the analysis result on the semantic characteristics of domestic national men's wear brand names showed that descriptive brand names are used to convey brand information directly and easily, or freestanding brand names which are absolutely irrelevant and newly coined words are chosen to create a characteristic image. In other words, brand names represent detailed business and product category of men's wear by forming a brand image of men's wear (ex. Man, Homme, Zio), and provide the information about properties and benefits related to the product such as dignity, masterpiece, and luxurious lifestyle to consumers by presenting the concept of the brand.

• 한국안광학회지
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• 제20권4호
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• pp.415-423
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• 2015

목적: 대구지역 안경원 브랜드를 중심으로 안경원 브랜드 네임의 유형 연구를 통해 새로운 브랜드 네이밍에 필요한 객관적인 자료로 활용하고자 하였다. 방법: 브랜드 네임의 개념과 기능 등의 브랜드 네임 특성들을 살펴보고 대구지역의 안경원 브랜드에 대한 한글과 영어, 국 영문 혼합, 음절 그리고 서술적, 암시적, 조어적 브랜드 네임의 유형과 대안의 창출 제시, 많이 사용된 키워드 분석 등으로 브랜드 네임 유형을 분석하였다. 결과: 한글의 자음에는 'o'이 가장 많았고 다음으로 'ㅅ' 이었다. 한글과 영어, 조합 등에서는 브랜드 네임의 57.1%의 과반수가 한글을 사용하는 것으로 나타났고 영어를 사용한 브랜드 네임도 약 32.7%가 되었다. 음절 수는 3음절이 30.4%로 많았지만 2, 4음절도 비슷한 빈도수로 각 29.7%와 25.0%를 차지하였다. 암시적, 서술적 유형이 51개, 40개로 각 17.0%와 13.3%로 나타났으며 대안의 창출에 따른 유형에서는 단어를 조합한 유형이 가장 많았고 상징물 사용이 뒤를 이었다. 기타 유형에서는 타 업종의 이름과 안경원이 소재하고 있는 지역명을 사용하고 있는 브랜드 네임이 많았다. 마지막으로 안경원 브랜드 네임에 사용된 키워드로는 '아이(eye)'가 45회로 빈도수가 가장 많았고 '당'과 '안경'이라는 키워드 순으로 사용된 것으로 나타났다. 결론: 창업을 위해 상호를 만들고 알리는데 그치는 단순한 이름이 아니라 들어서 기억하고 부르기 쉬우며 의미가 있는 브랜드 네임, 안경원에 대한 바람직한 연상과 독특하고 호감을 주는 창의적인 브랜드 네임이 되어야 한다.

• 한국의상디자인학회지
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• 제18권1호
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• pp.135-147
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• 2016

The purpose of this research is to study the semantic characteristics of outdoor brand names by analyzing 94 brand names in domestic market, so as to propose ways to develop strategic brand names. The results are as follows. When it comes to outdoor brand products, the emphasis is placed on their functional features. Thus, the majority of outdoor brands surveyed in this Study were using strategic descriptive brand names which clearly denote the properties and effects of the relevant products to leave lasting impressions on consumers'minds. In other words, the outdoor brands surveyed herein were using brands which inform consumers of the specific business and product categories, express the concept of the brands, and provide them with information on the features and benefits of the products such as high quality, high-class, and luxurious lifestyle. In conclusion, the components of outdoor brand names are crucial elements which symbolize the concepts, functions or features of the relevant brands. In order to develop brand names consisting of components which build brand powers and enhance brand images, it is imparetive to develop more unique and characteristic brand names.

• 패션비즈니스
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• 제13권2호
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• pp.1-16
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• 2009

The purpose of this study was to analyze the signification system between logo and brand image systematically in imported fashion luxury brands through semiotic approach. For this purpose, 29 luxury brands were selected from 3 department stores. According to the visual characters of logo, the types of logo used in the imported fashion luxury brands were classified into three types and the results of this study were following : First, the luxury brands used the brand logo in common that represent the name of founder or fashion designer to deliver the character of company's own brand and to emphasize the spirit of a craftsman. Second, the luxury brands also used the brand logo that design the brand initial in symmetry of the right and left or top and bottom to emphasize a unique spirit of the brand. Third, the luxury brands used the brand logo that represent or symbolize a specific animal or object to express the special quality of the brand in descriptive type. Forth, the luxury brands used the most frequently black color in brand logo that symbolize a perfection, immortality and solemnity, etc.

• 복식문화연구
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• 제14권3호
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• pp.418-433
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• 2006

The purpose of present study was to examine the differences in effectiveness of internet apparel advertising using avatars as determined by the avatar involvement. After conducting a pilot test for 35 high school students, final data were collected through a self-administered questionnaire survey from 324 high school students living in Seoul area from July 18 to July 19, 2003; 317 were used for data analysis. Data were analyzed by chi-square analysis, t-test, cluster analysis, descriptive statistics, ANOVA and Duncan's multiple range test. As a result, the subjects were divided into 3 groups based on the level of avatar involvement: high, middle and low involvement groups. There were significant differences in avatar advertising effects among the groups divided by avatar involvement. Those who indicated the higher levels of avatar involvement were more likely to be positive in the cognitive responses, emotional responses, advertising attitude, brand attitude, the stimulus degree of connection, and the recall rates of the brand name. Also, Vector imaging ads were found to be more effective in the brand name recall rates.

• 복식
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• 제49권
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• pp.125-136
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• 1999

The present study was conducted to analyze(1) if there are any differences in jean's brand royalty according to the age·sex·educational background and income of consumers (2) the criteria for store choice by jean's brand royalty of consumers (3) the use of information souces by jean's brand royalty of consumers. The research method employed was normative-descriptive survey and questionnaires were main instrument to gather research materials. The survey was implemented from July 1st 1998 to the schools and two colleges and those who work at a comuter-related company and at a trade company. The data gathered was analyzed by mean standard deviation t-test ANOVA and Duncan -multiple range test. The results are summarized as follows: (1) 58.6% of the respondents were categorized as the brand loyalty group that was bigger than the non-brand loyalty group (41.4%) People in their late 2-'s were inclined to have the highest brand loyalty for jeans People in university and above had relatively higher brand royalty than to people with a high school or lower (2) Brand royalty group paid more attention on the quality on the quality of the fabric use; the trands of the products: brand name of the product: the distance of the store location : and the comfortable atmosphere of the store. Pleasant and kind services of the salesperson was considered as more important factor for store selection by the non-brand royalty group than by brand royalty group. (3) Almost all the information sources were used more often by brand royalty group than non-brand royalty group. For both groups their own experiences is most important information sources. The results shows that consumers have high brand loyalty for jeans product and also have many differences not only in the usage of information sources but also in the store selection criteria accorrding to the level of jeans brand loyalty . Therefore those industries carrying jeans should these points on their marketing strategies.