• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.2
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• pp.252-265
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• 2010

Most luxury fashion brands have a strong brand identity and the product design characteristics of a brand are critical factors that influence brand identity. The design of products influence brand identity and play an important role in the choice by consumers in which brand to purchase. This study investigates the impact design characteristics of luxury brands on brand attitudes as well as purchase intentions in the examination of the differences in the impact influence by product category and consumer characteristics. The product design of brands was evaluated and measured by innovative and traditional characteristics. The product categories were divided into apparel, bags, shoes, and accessories. The consumer characteristics used in this study are fashion involvement, age, income, and the amount of money used for purchasing fashion products. Sample brands, Louis Vuitton, Chanel, Hermes, Burberry, and Gucci, were extracted from the Intel-brand's Luxury Brand Ranking 2008 and pilot tested for appropriateness. The data collected from 120 luxury consumers and 92 samples were statistically analyzed with SPSS 15.0, reliability test, factor analysis, ANOVA, frequency test, regression, and t-test. The findings are as follow. First, luxury brands were divided into two groups by innovative design characteristics and traditional design characteristics; innovative design characteristics show a significant influence on brand attitude and purchase intention. Second, only fashion related behavior factors among consumer characteristics became moderators when design characteristics influenced brand attitude and purchase intention. Third, the differences in purchase intention affected by design characteristics were found in bags, shoes, and accessories category. It is necessary for luxury brands to focus on innovative design characteristics and to specify the different needs of consumers through fashion related behavioral factors. This research will be useful to luxury brands in designing products and planning marketing strategies by offering specific information for luxury brand consumers.

• Korean Institute of Interior Design Journal
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• v.27 no.1
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• pp.48-57
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• 2018

Recently, cosmetic shops are facing a complicate economy situation and a great number of brands are attempting two-way communication with customers, not one-way communication. 'Brand' equity is important to deliver virtual brand mark as visual image. We have 4 steps for brand identity structure, and this study is about the first 'brand-awareness' and the second step 'brand-image'. We investigated the correlation between brand-awareness and brand-image after searching which spatial elements are highly effective to both steps as we designated 5 cosmetic shops. We already organized the means of spatial analysis and we separated into two elements, constructive and decorative. For constructive element, a shop needs a distinct ceiling and wall design, and for decorative element, strong brand image communication is required through showcase design. We proved that brand awareness and brand image have the correlation, which also can be in direct proportion, by regression analysis. The result of this study shows that improving brand awareness as the primary element for cosmetic road shop can be an effective way to enhance brand image.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.3 s.162
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• pp.440-450
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• 2007

The purpose of this study was intended to investigate influence of consumer's brand loyalty, competitor's brand price and brand switching intention in condition of discount sale of casual apparel products. The data for the study was obtained through the use of an experimental design which was $2{\times}[2{\times}2]$ mixed factorial design. The subjects were 730 college students. The data were analyzed by cluster analysis, ANOVA, simple interaction analysis and simple main-effect analysis. The following results were founded: First, The results indicated that the 3-way interaction effects among consumer's brand loyalty competitor's brand price and discount on brand switching of casual apparel products. Second, the results indicated that the 3-way interaction effects among consumer's brand loyalty competitor's brand price and discount on consumer preference of casual apparel products. These results indicated that low brand loyalty group on casual products showed high preference and high brand switching on competitors brand when competitor's brand price was lower than preferred brand price and discount type was absolute frame. High bran loyalty group on casual apparel products preferred and switched high competitor's brand when discount type was absolute frame.

• Korean Institute of Interior Design Journal
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• v.15 no.3 s.56
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• pp.111-117
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• 2006

In the recent years, domestic construction companies have tried to differentiate their apartments using brand positioning. Respective construction companies are attracting public attention with discriminative brands. This study investigated residents' preferences focusing on apartments facade design used in marketing strategy of brand apartments. Four concepts in surveyed brand apartments are deluxe, modern, eco-friendly and comfortable. According to the related study on design factor of apartment facade, the design factors are chosen such as the overall building shape, balcony form, main color, exterior wall shape, material, main access shape, pent house design and window size. As a result of analysis, there was a difference between brand concepts and consumers' views. Therefore, apartment facade design to differentiate their own companies' brand images should consider the perception of customers.

• Science of Emotion and Sensibility
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• v.11 no.4
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• pp.653-667
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• 2008

Despite of the importance of design, relatively little research has been conducted on consumers' behavioral responses to product design and especially, the empirical studies which are related to consumers' psychological responses to product design. Understanding of the relationship between the response to product design and brand image or brand equity is limited. This research investigated the effect of the design image which can be formed by the response to product design on brand image and equity in two kinds of product types (utilitarian and symbolic product). The result shows that the product design image has a strong effect on the brand image in both products. Design image of the product influences brand equity in the symbolic product. However, there was no significant effect of the product design image on brand equity in the utilitarian product. In addition, the research found that brand image has a strong effect on brand equity in both products.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.17 no.8
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• pp.2222-2240
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• 2023

Brand fandom refers to a collection of consumers with strong emotions toward a brand. Studying the dynamics of brand fandom can help brands understand which services or strategies influence their consumers to become a part of brand fandom. However, existing literature on fandom in the last three decades has mainly used qualitative methods, and there is still a lack of research on fandom using quantitative methods. Specifically, previous studies lack a framework for locating fandoms from online textual data and analyzing their dynamics. This study proposes a framework for exploring brand fandom dynamics based on online textual data. This framework consists of four phases based on the design thinking model: Preparing Data, Defining Fandom Categories, Generating Fandom Dynamics, and Analyzing Fandom Dynamics. This framework uses techniques such as social network analysis and process mining, combined with brand personality theory. We demonstrate the applicability of this framework using case studies of two Korean home appliance brands. The dataset contains 14,593 posts by consumers in 374 online communities. The results show that the proposed framework can analyze brand fandom dynamics using textual customer data. Our study contributes to the interdisciplinary research at the intersection of data-driven service design and consumer culture quantification.

• The Research Journal of the Costume Culture
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• v.9 no.1
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• pp.127-140
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• 2001

The purpose of this study is to examine the effect of the style of textile pattern design on the process of building the fashion brand identity. In so doing, the study analyzes the color, style, and layout of the motive, and the drawings of the patter of textile of top seven Italian fashion brands which present in presented eight fashion design collections during the 1997∼2000 period. The results of the analysis show that the seven brands exhibit their unique characteristics of the color, style, and layout of the motive, and the drawings of the pattern of textile. The results can be interpreted in a way that their distinct features oft textile pattern design indeed contribute toward the establishment of their unique brand image and brand identity. The results of this study suggests that to initiate the top fashion brand, the fashion industry should develop its own unique style of textile pattern design.

• The Research Journal of the Costume Culture
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• v.20 no.5
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• pp.679-694
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• 2012

The purpose of this study was to develop a logo type for a new fashion brand and to present design cases that apply the relevant logo type to suggest an advisable direction for logo design. This study analyzed the logo designs of domestic and foreign fashion brands and used the data to develop a logo type for a brand name that reflects the concept of the newly launched brand, in addition to presenting the relevant design process and method. Besides a literature review, this study conducted case analyses of domestic and foreign fashion brand logos. This is an empirical study in which researchers developed a logo type and presented designs that applied it. The research results are as follows. The brand name of the new L Fashion brand in Korea is 'LEAY'. This study developed a logo using the initials L, E, A, and Y, each standing for life, love, and liberty; esteem, eternity; act, art; and youth. The Caslon type font, which evokes a casual yet modern sentiment, was used for the design. Cleats and zippers, which are decorative subsidiary materials used in labels, tags, shopping bags, clothing, and props, were applied in the design of the developed logo type. All design cases was produced into articles. The case of fashion brand logo design and development presented in this study implies that the development of fashion brand logos and the logo-applied product design must be tied to the launching and planning process; thus, logo development must be based on the brand concept in relation to the market entry strategy that satisfies both producers and customers.

• Proceedings of the Korea Society of Design Studies Conference
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• 2003.11a
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• pp.46-47
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• 2003

• Journal of the Korea Institute of Information and Communication Engineering
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• v.20 no.1
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• pp.65-71
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• 2016

The cyber world is organically alive. It continues to evolve as humans interact with it. Real life and virtual reality are directly or indirectly connected through technology at the network terminal. Branding, in the cyber world, is created by BI(Brand Identity), using designed symbols and logotype developed with digital technology. The objective of this study is to improve the brand value of enterprises and organizations through the use of moving images to adapt to the mobile environment in this rapidly changing cyber world. First, the basic concepts of brand identity, structure, and integrated brand identity were studied. Next, case studies of overseas enterprise branding such Swisscom, HP, BBC were analyzed examining their design concepts and implementation of integrated moving brands. Finally, moving brand identity is explored, for value enhancement, in my projects in ACM SIG CHI 2015, HCI Korea 2014, Aegis Ship 'Yulgok YiYi.' with a discussion of design planning and results. This treatise will contribute to the improvement of brand strategy and design in this country.