• Asia Marketing Journal
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• v.15 no.4
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• pp.161-186
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• 2014

There are many cases of rebranding and its numbers are growing. However, rebranding is still under research in the academic field, and there is no guideline on the effective way to change brand name. The objective of this paper is to integrate two inconsistent predictions from categorization theory and schema incongruity theory: a negative linear relationship (categorization theory) versus an inverted-U-shape relationship (schema incongruity theory) between brand name incongruity and consumer evaluation into one framework. Specifically, this study examines how the effect of incongruity between an existing brand name and a new brand name (hereafter called "brand name incongruity") on the new brand name attitude differs depending on a consumer's individual characteristics (need for cognition). The experiment demonstrates that consumers with a high need for cognition show a better attitude towards a new brand name when the brand name was rebranded moderately incongruent compared to congruent or extremely incongruent. Thus, the experiment demonstrates that there is an inversed U-shape relationship between brand name incongruity and new brand name evaluation for consumers with a high need for cognition. On the contrary, consumers with a low need for cognition show a better attitude towards a new brand name when the brand name is rebranded congruently compared to incongruent conditions (moderate incongruity and extreme incongruity). This result indicates that there is a negative linear relationship between brand name incongruity and new brand name evaluation. Key theoretical and managerial implications of the present study are as follows. This study integrates two alternative views of research on incongruity evaluation into one framework by demonstrating that need for cognition moderates the relationship between brand name incongruity and consumer evaluation. This present study provides a conceptual basis for understanding consumer evaluation towards a new brand name. Next, though rebranding is a very important decision making of brand management, there is no guideline on how to change a brand name. The findings of this research can suggest which degree of change is optimal when rebranding in order to utilize and strengthen existing brand equity. More specifically, when our target customer has high need for cognition, moderately incongruent rebranding can be optimal, whereas for those with low need for cognition, rebranding in accordance with existing brand name will be optimal.

• Ocean and Polar Research
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• v.34 no.1
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• pp.101-110
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• 2012

In this study, we attempted to provide Korean names to the arctic vascular plants observed around the Dasan Korean Arctic Station and Longyearbyen in Spitsbergen Island, in the Arctic region. To obtain recognizable results, plants were named according to the following naming rules. (1) When Korean names already existed, those names were used. (2) When there was no Korean name for a plant species, a scientific name for the plant was translated into a Korean name. (3) If the meaning of the scientific name was unclear, an English common name was translated into Korean name. (4) If the scientific names had meaning to the Arctic inhabitation, the Korean names included the word 'Buk-geuk'. (5) If the distribution of the plant was limited to the Arctic area or the original species lived in the polar region, the Korean name included the word 'Buk-geuk'. (6) If the plant had no Korean generic name, a particular suffix '~a-jae-bi' was added to the closely related genus name of the plant species, or a new Korean genus name was used by translating a common English name. (7) If the same generic name had two or more Korean names, a generic name that better reflected the characteristics of the plant was selected. In this paper, we reported Korean names for 46 plants species belonging to 15 families and 28 genera. Eight plants had an existing Korean name and the other species were given new Korean names based on the criteria outlined above. We also made new Korean generic names for three genera, Braya, Micranthes and Cassiope.

• Journal of Fashion Business
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• v.6 no.4
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• pp.17-31
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• 2002

This study is, to the special company with corporate brand, to investigate the effect of its reputation, credibility and the similarity of business area on consumer's attitude toward its clothing products. It is another topic of the study to reveal statistical significance in comsumer's attitude when naming new product with two different brand strategy. The major findings of this study can be summarized as follows. First, there was positive relationship between corporate reputation and consumer's attitude toward new brand and also between corporate credibility and consumer's that. Second, corporate credibility is proven to be grown in proportion to company's reputation. In other words, a corporate credibility is grown with a corporate reputation. Third, the influence of similarity or fitness of business area has a positive effect on a attitude toward new brand. The case of use the new brand name, the variable had low effect on attitude toward new brand, comparing to the case of use the existing brand name but seems to be statistically significant. Fourth, comparing to the inclination toward company's product based on brand name, strategy of supporting brand extension is more effective than that of new brand name on evaluating company's reputation, credibility and the similarity of business area. Fifth, the similarity of business area and the interaction of brand name on the basis of the strategy of use the existing brand name(;brand extension strategy) and new one have significant effect on the inclination to a brand. When participating a new business, it is more effective that a company is extending its business where the similarity of business area is growing. For the case of low similarity, the brand-new strategy is proven to be effective.

• The Research Journal of the Costume Culture
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• v.13 no.3 s.56
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• pp.494-502
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• 2005

The purposes of this study were to investigate the images on the alpha numeric brand name of fashion products, to identify the influences of clothing pursuit benefit on the brand name image and to determine the significant images on the attitude and purchasing intention. The data were collected via a self-administered questionnaire from 270 male and female students of undergraduate school in Kyongnam province during the March, 2004. Using SPSS 12.0 package, Cronbach's a, frequency analysis, factor analysis, and multiple regression analysis were performed. The results could be summarized as follows: First, the image dimensions of alpha-numeric brand name were composed of natural, new, active, urban, impactive and interesting image. Clothing pursuit benefits were composed of the brand value, attractiveness, fashion, individuality and economic value pursuit, Second, Clothing pursuit benefits had an significant effect on the image preference of alpha-numeric brand name. Especially, individuality pursuit and attractiveness pursuit have influenced on the natural, new, active, urban images. Third, the new, active, impactive, natural images had significant effects on the attitude, purchasing intention and conformity of products.

• Mycobiology
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• v.38 no.2
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• pp.81-88
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• 2010

A total of 560 higher fungal specimens were collected in the Gwangneung Forest from May to November of 2007. All of the collected specimens were identified; categorized into 8 classes, 19 orders, 69 families, 165 genera, and 296 species; and deposited in the herbarium of the Korea National Arboretum. Of the identified specimens, 8 were confirmed as being new to Korea and are as follows: Cudoniella acicularis (Korean name: Jeombakisotugubeoseos), Discina ancilis (Korean name: Jomwonbanbeoseos), Helvella costifera (Korean name: Galbidaeanjangbeoseos), Entoloma cephalotrichum (Korean name: Jomkkaltaejiweodaebeoseos), Mycena leptocephala (Korean name: Yalbeungatweojuleumbeoseos), Naematoloma gracile (Korean name: Ganeundaegaeambeoseos), Sistotrema octosporum (Korean name: Hweosekcheonbeoseos), and Hydnellum peckii (Korean name: Pijeopkkaltaegibeoseos).

• The Korean Journal of Mycology
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• v.40 no.2
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• pp.73-77
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• 2012

Nomenclatural code for fungi was dramatically modified in the 18th International Botanical Congress (IBC) held in Melbourne, Australia in July 2011. Its name was changed into International Code of Nomenclature for Algae, Fungi and Plants (ICN), which was formerly called as International Code of Botanical Nomenclature (ICBN) of the Vienna Code of 2005. The most important change for fungi is abandoning dual nomenclature and introducing one fungus/one name system (2013. 1). Since more than 10,000 species of fungal names should be renamed based on this new classification system (one fungus/one name system), it is challenging to both mycologists and taxonomic users such as plant pathologists and food scientists. Here, we introduced background, progress and future plan for its transition into one fungus/one name system. The new code is allowing electronic-only publication of names of new taxa (2102. 1) and the requirement for a Latin validating diagnosis was changed to allow either English or Latin for the publication of a new name (2011. 1). Furthermore, pre-publication deposit of key nomenclatural information in a recognized repository is mandatory in ICN (2013. 1). The aims of this manuscript are to introduce new code of fungal nomenclature and recent trends in one fungus/one name system to Korean mycological society.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.14 no.9
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• pp.4296-4302
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• 2013

The objective of this study is to examine the motivation for renaming and the self-perception scale attained after renaming. The survey was conducted targeting 161 individuals across the country from April 1 to May 31, 2013. The analyzing methods include frequency analysis, correlation analysis, t-test, one-way ANOVA analysis and stepwise regression analysis, etc. All of the empirical analysis was verified at the 5% level of significance. According to the result of analysis, the renamed individuals scored higher on the success scale, the emotional scale and the personality scale after renaming. The study found that the individuals, who adopted a new name as per their own desire, scored significantly higher on the self perception scale. The study will serve as a reference material for persons who desire a new name, based on its result that the greatest motivation for renaming is the "desire to have a good name" and that the biggest changes accompanying the new name are the self confidence and satisfaction which have helped the renamed individuals score higher on the self-perception scale after renaming.

• Korean Journal of Plant Taxonomy
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• v.52 no.1
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• pp.77-79
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• 2022

Aster altaicus var. uchiyamae, a Korean endemic plant, should be treated as a species rank because it is clearly distinguished from A. altaicus var. altaicus by the morphological characteristics of the plant habit, leaf width, and head size. Nevertheless, when A. altaicus var. uchiyamae was treated as a species rank, the epithet uchiyamae was unavailable in Aster owing to the earlier name A. uchiyamae, which was a replacement name for the illegitimate name A. depauperatus. Therefore, we propose A. danyangensis as a new replacement name for A. altaicus var. uchiyamae. The specific epithet danyangensis refers to the geographic location of Danyang-gun, where the species was discovered. We also designate the lectotype and isolectotype of A. danyangensis.

• The Journal of Information Technology
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• v.5 no.3
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• pp.181-195
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• 2002

The brand name is considered as an essential part of the brand and the foundation for any marketing communication efforts. The tremendous and ever in creasing cost associated with new brand introductions has prompted companies to take great care in the creation, pretesting, developing, and managing of new brands. Creating new brand name is not an easy task. A brand name should appeal to the customer while at the same time clear trademark registration - two goals that can sometimes be conflicting. This study is on the strategic establishment with success e-brand for e-business.

• Journal of the Korea Furniture Society
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• v.10 no.1
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• pp.33-42
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• 1999

This study aims to organize the research ways of interior design for clothing stores as a management strategy in the market changing rapidly. The public met their needs in a mass production system. However, the brand-name companies began to create the conditions of consumption for people, there appeared people with new lifestyles and new way of thoughts so that their propensity to consume resulted in consumption activities, and it become varied, individual, and highly qualified. Therefore, in view of consumers' priority, based on SI sales environment this paper aims to create a new image by re-designing the interior and furniture of shops which will help to enhance the image of brand name. Therefore, the brand-name companies will expect a large sale for the new product and it will apply to sales environments of other products and influence them. The purpose of this paper is to find a desirable way to increase sales efficiency for the companies. In order to get a concept and propriety of sales environment design, examined mutual relation to each study of interior design, marketing, and fashion design. Through referring to the documents research of these fields I could get a conception and basic structure for them. Based on the theoretical knowledge, this study was made to show to examine and generalize the existing sales environments and situations and set up a new concept for this. It will apply to interior design and store holds and present a new design alternative for improvement.