• The Journal of the Korea Contents Association
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• v.20 no.1
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• pp.165-179
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• 2020

This study critically examines and conceptually discuss the new theoretical trend of nation branding strategies and explores implications for Korean nation branding policy. Korea is known to be one of the countries who has competitively invested governmental efforts on nation branding. However, over the past two decades, while interactive academic discussions on nation brand were taking place and expanding in various fields and areas, related Korean literature did not pay much attention to increasing its conceptual understanding and development. Instead, studies on nation branding in the Korean context remained its focus on instrumental and economic aspects, leaving the theoretical discussion stagnant. In the Korean context, there was a tendency to regard nation branding as one of the political tools for national public and means for a short-term image marketing towards the foreign audience. To solve the undervaluation of Korea's nation brand and enhance its public image, there must be a revisit to its conceptual discussion. This study reviews various theoretical perspectives and paradigms on recent trends of nation branding, and re-conceptualize nation branding as the continuous interactive relations among 'national identity'-'nation brand'-'nation image'. In particular, by discussing the 'relationship building' approach, which is the latest suggested theoretical idea that well suits the networked era, this study suggests policy implications for Korea's future-oriented nation branding.

• Journal of the Korean Society of Costume
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• v.65 no.3
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• pp.91-103
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• 2015

This study examined the image identity of the Celine fashion house, which went through a successful re-branding using its tradition and succession, a process that was heavily influenced by their new designer, Phoebe Philo. The purpose of this study is as follows: first, to encourage the use of the fashion house in a domestic fashion market. Second, to increase awareness about image identity. Third, to provide suggestions of maintaining sustainable brand by examining a fashion house, which does not follow fast-changing fashion trends but rather leads and creates fashion styles. The study extracted the characteristics of the Celine fashion house by analyzing data, which were collected from fashion literature, its designs, and its marketing. From the data, the study found ways that a brand could use to develop continually. Phoebe Philo re-branded the Celine by using minimalism to redesign its logo and create a new brand image. Her method included the use of diverse and vivid colors via color-blocking, a feature of modern minimalism. This is a modern minimalism, which differentiates itself from others with the elaborate tailoring and delicate detailing effectively. The modern minimalism like this has, caused the new mood beyond the flow of certain art trends and led the revolution, not the advent, of the minimalism in the 1990s. This study believes that the aspect of the fashion-house following and succeeding the tradition is not just in the fashion house. This study should be seen as a significant step forward at a time when we desperately need the continuation of the unique brand recognized as fashion house in the long-term domestically.

• The Journal of the Korea Contents Association
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• v.13 no.3
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• pp.370-380
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• 2013

The research is basically designed to reveal a revisiting behavior for Chung Nam Dae which is inherently characterized sightseeing site. Distributional lag model is tentatively employed to analyze economic factors such as entrance fee and a different level of income. Empirical findings investigate that the revisiting behavior that is associated with a long run effect is more closely connected to the level of national income, but not the level of incomes in Chung Cheong region and Chung Buk province as well. As far as revisiting intention concerns, the entrance fee tends to affect to it by a shorter distributional lag, but the level of income affects to it by way of a pretty much longer distributional lags. To this end, perceived value for Chung Nam Dae should be exposed in order to induce a re-visitor. Such a goal could be attainable by taking care of its system for entrance fee, expanding facilities, re-branding, service improvement, and developing useful programs. Also, setting up an inter-connected networking system with a sightseeing site around is highly recommended.

• Journal of the Korean Society of Costume
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• v.34
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• pp.135-150
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• 1997

The purpose of this study was to inves-tigate the economic performance of the textile industry for the Korean traditional clothes. The content of this paper had two pars; The first part was for the macroeconomic aspects such as location production employments and the produc-tion facilities of the textile industries. The second part was for the microeconomic aspects such as business type branding method fabric type R&D efforts sourc-ing and the distributional channel The major results were as follows: 1.) Most textile firms for the korean traditional clothes were located in Gongju for man-made fibers and in Jinju for silk fabrics. 2) The size of the textile industry in terms of the number of business produc-tion amount the number of employee de-creased during 1994 and 1995 due to the decreasing demand. 3) Over the half of the textile firms produced raw fabric products while only 20% of them were involved in additional dyeing and /or printing finish which re-sulted in low value added production 4) The R&D effort of the textile indus-try for the Korean traditional clothes was very low due to the market uncertainty lack of technological knowledge and most of all small size of the firms 5) Most raw materials for the textile in -dustry were imported with high(25%) tariff rates resulting in price increase and thus low competitiveness in the market. 6) The textile producers sole about the 70% of their products to the wholesalers while selling the rest to the retailers di-rectly. This showed the dual structure of the distribution channel in the textile products. These results suggested some implica-tions for the firms the policy makers and the researchers. The firms should develop new and improved products to increase and create consumer demand by intensive R&D efforts. The government policy ma-kers should give financial supports the firms with R&D investment and legal help such as lowing tariff rate for the raw ma-terials. The researchers from the academy could help the textile industry with the advanced technological knowledge and up-date information for the consumer fashion demand.