• Title, Summary, Keyword: Brand Positioning

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A Corroborate Study for Brand Positioning Strategy - Focusing on Bridge Line Imported Handbag Brands - (브랜드 포지셔닝 전략(戰略)에 관(關)한 사례(事例) 연구(硏究) - 브릿지 라인 수입(輸入) 핸드백 브랜드를 중심(中心)으로 -)

  • Jang, Ji-Hye;Cho, Kyu-Hwa
    • Journal of Fashion Business
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    • v.9 no.5
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    • pp.96-113
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    • 2005
  • The purpose of this study was to examine acutely effective marketing strategies for bridge line imported handbag brands in order to succeed in launch and establishment in local market. Based on the successful bridge line imported handbag brands status in local market, this selected the brands, "LeSprotsac", "Longchamp", "Sequoia" that execute brand strategy including positioning strategies such as basic concept, prices, materials, promotion, distributions in order to succeed in local launching. For corroborate analysis, three staffs in each brands, consecutive in-person interviews and continuous telephone interviews, mail survey were used for this study. The results were as follows; First, differentiate brand positioning strategy that has considered accurate analysis of niche market and domestic market environment when brand launch effects on brand value enhancement. Second, marketing mix activity based on positioning strategy effects on establishing brand image and spreading brand awareness. Third, marketing activity based on positioning strategy should be executed based on consistent brand strategy.

A Study on Infant s Wear Brand Positioning according to Fashion Lifestyle of Missy Women (신세대 주부의 패션라이프스타일 유형에 따른 유아복 상표 포지셔닝에 관한 연구)

  • 구양숙;박현희;이승민
    • Journal of the Korean Society of Costume
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    • v.51 no.1
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    • pp.49-59
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    • 2001
  • This study was designed to identify the brand positioning of Infant's wear according to fashion lifestyle of missy women. Cluster analysis on fashion lifestyle classified three groups according to fashion lifestyle factors : Fashion Indifference group(34%), Fashion & Individuality Oriented group(27%), Rationality Oriented group(37% ). The analysis of positioning map with satisfaction of seven brand image attributes (color, design, price, utility, quality brand name, fashion) showed the distance of satisfaction was different among three groups.

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Women's Wear Brand Positioning According to Brand Loyalty (상표충성도에 따른 여성복 브랜드 포지셔닝)

  • 권현주;구양숙
    • Journal of the Korean Home Economics Association
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    • v.38 no.10
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    • pp.85-95
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    • 2000
  • The purpose of this study was to identify brand loyally of women's wear and construct brand positioning maps by using multidimensional scaling(MDS). There were significant differences between brand loyal and indifferent group in ages, income, occupation status and level of education. Significant differences were found between groups in the degree of importance of attributes (design/color, fashion, quality, store image, salesperson's attitude and brand reputation) when evaluating brands. The positioning maps upon the similarity and preference of brand image were composed by use of MDS.

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Pasteur Brand Storytelling Campaign (파스퇴르의 브랜드 스토리텔링 캠페인)

  • Lee, Yong-Jae
    • The Journal of the Korea Contents Association
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    • v.11 no.8
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    • pp.142-149
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    • 2011
  • This study analyzed the brand storytelling campaign of Pasteur drink-type yogurt 'Quebyon'. The basic idea of research comes from how unique brand name is able to success in Korean yogurt market. Pasteur storytelling campaign has focused on the product's branding and positioning. For analyzing the research, Brand Stewardship Model(BSM) which based on consumers' perspectives has been used. For successful storytelling campaign of Pasteur, strong brand name is needed. Pasteur has decided the brand name 'Quebyon' which means good movement of the bowels in accordance with the research results. And the positioning has been decided 'attack inside (the body) if it does not evacuate'. For powerful positioning, three criterions are decided. They are including harmony with the brand name, differentiation with competitors and easiness with memory. Finally, the Pasteur product dominates the Korean Bulgarian-style yogurt market. The success comes from the harmonizing of Quebyon yogurt's branding and positioning. In other words, the branding and positioning strategies were working effectively to the consumers. In conclusion, this study has proved why branding and positioning strategies are so important in brand storytelling campaign.

A Study on Children's Wear Brand Positioning according to the Fashion Life Style of Missy Woman (신세대 주부의 의생활 양식 유형에 따른 아동복 상표 포지셔닝에 관한 연구)

  • Ku, Yang-Suk;Lee, Seung-Min;Park, Hyun-Hee
    • Fashion & Textile Research Journal
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    • v.2 no.4
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    • pp.308-316
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    • 2000
  • The purposes of this study were to identify the brand positioning of children's wear according to fashion life style and to construct brand positioning maps by using multidimensional scaling (MDS). A total of 222 responses were collected from married women aged 25 to 35 through questionnaire. Cluster analysis on fashion life style factors identified three groups: Fashion Indifference group (34%), Fashion & Individuality Oriented group (27%) and Rationality Oriented group (37%). ANOVA revealed significant differences among the three groups on the six fashion life style factors. MDS analysis showed that three segmented groups evaluated nine children's wear brand for seven attributes(color, design, price, utility, quality, brand name, fashion).

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The Brand Image and the Benefit of 20’s Female Apparel Market(PartII) -Positioning Strategy of Brand Image in 20’s Female Apparel Market according to Benefit Segmentation- (20대 여성정장의류의 편익과 상표이미지에 관한 연구(제2보) -편익 세분화에 따른 20대 여성정장의류의 상표이미지 포지셔닝 전략 연구를 중심으로-)

  • 박혜원;임숙자
    • Journal of the Korean Society of Clothing and Textiles
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    • v.24 no.7
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    • pp.953-963
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    • 2000
  • This study intended to analyse the factors of brand image and brand image positioning of domestic 20’s female apparel(formal wear) among the consumer groups segmented by benefits sought in apparel and to provide marketing strategy of brand image. The subject of this study were 605 working women in their 20’s living in seoul, and the model sampling was done by convenienced sampling method based on the subjects age and occupation. Survey based on references and former studies was used. and statistical methods such as frequency, percentage, mean, factor analysis, preference regression were applied. The results of this study were as follows. 1. The factor structures of brand image were classified into symbolism/aesthetics, and practicality. 2. Perception, ideal preference vector, and brand preference of brand image were proven to be significantly different among the four segmented consumer groups.

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A Study on the Difference in Perception of Fashion Brands Image Positioning (패션 브랜드 이미지 포지셔닝의 차이지각(差異知覺)에 관(關)한 연구(硏究))

  • Baek, Min-Jung;Kim, Il
    • Journal of Fashion Business
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    • v.6 no.4
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    • pp.1-16
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    • 2002
  • The purpose of this study is to investigate any differences in perception of fashion brand positioning between a manufacturer and a consumer. So this can provide theoretical suggestions for the development of brand positioning strategy for fashion brand. For this study, three brands, (MINE, TELEGRAPH, and MICHAA,) were selected by the criteria. The data were collected via a selfadministered questionnaire and analysed by the statistical method. The results of investigation were as follows: 1. The consumers had good attitudes in the order following: MINE, MICHAA, and TELEGRAPH in the factors1). In the case of purchasing the goods, the result of the research showed presented that the consumer had better attitudes than in the case of unpurchasing the goods. Contrary to our expectation, TELEGRAPH has the best attitude in personality, one of the factors. 2. In the image positioning map between the manufacturer and the consumer, the consumer had the same perception about the manufacturer. However, there is a gap on the degree of agreement for positioning map. In the case of purchasing the goods, the result of the research represents that the consumers are similar to the manufacturer in perception of the image positioning. 3. In the results of forming attitudes and recognizing brand by the consumer, there is a difference in brand positioning. The display and the shop appearance are very important means of attractions very to the consumers but salesmen‘s service or direct mail (DM) do not appeal to the consumer.

Positioning Analysis of Oriental Melon Brand for the Marketing Activities (유통활성화를 위한 참외 브랜드 포지셔닝 분석)

  • Choi, Don-Woo;Do, Han-Woo;Cheung, Jong-Do;Lin, Qing-Long
    • Journal of Korean Society of Rural Planning
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    • v.19 no.2
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    • pp.11-20
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    • 2013
  • Consumer preference, marketing environment and various agricultural policy were changed recently. So it is necessary to analyze the consumption behavior for selection the target market. In this paper, we analyzed the consumption behavior and the brand positioning using oriental melon. From the results of analysis, firstly, consumers' age, job, education and the number of member of household were effected to consumption behavior of oriental melon. Secondly, the marketing factor was the most important when purchasing oriental melon. Thirdly, the brand of Sung-Ju Oriental Melon was evaluated to the best brand on brand name, brand image and brand message.

Evaluation of Positioning Effectiveness Based on the Preference and Similarity Data Derived from Consumers' Choice from Different Choice Sets (선택집합의 변화를 통하여 도출된 선호도 및 유사성 정보를 활용한 포지셔닝 우위 평가)

  • Won, Jee-Sung
    • Korean Management Science Review
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    • v.28 no.1
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    • pp.61-74
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    • 2011
  • Not only the preference data but also the similarity data can be used for developing effective marketing strategies. Hahn et al.[10] proposes a methodology of representing a brand(focal brand)'s competitors in a single map called the Preference-Similarity Map, according to their relative preference to and similarity with the focal brand. They also proposes a way to derive the relative preference and similarity values from the survey collecting the choice data from differing choice sets. This study identifies the limitations of the preference and similarity measures proposed by Hahn et al.[10] and shows how these measures can be revised. This study also proposes how to implement the revised measures and analyze brands' positioning strategies. Based on the results of the previous studies on the effect of inter brand similarity on brand evaluations, this study assumes that it is important to analyze how much a specific brand is preferred to its close competitors when evaluating the effectiveness of the brand's positioning in the market. This study applies the proposed measures to the data used in Hahn et al.[10] and also show how the proposed measures are related to the parameters of the choice model proposed by Batsell and Polking[1].

A Study on Positioning of Imported Make-up Cosmetics Brand Image Attribute - Focus on Fashion Involvement - (수입색조화장품(輸入色調化粧品) 상표(商標)이미지 속성(屬性)에 따른 포지셔닝에 관(觀)한 연구(硏究) - 유행관여(流行關與)를 중심(中心)으로 -)

  • Kim, Ye-Hee;Kuh, Ja-Myung
    • Journal of Fashion Business
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    • v.7 no.4
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    • pp.43-56
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    • 2003
  • The main purpose of this study was to investigate the difference of perceptional degree of imported make-up cosmetics brand and importance of brand image attributes, and the evaluation of brand image attributes of imported make-up cosmetics according to fashion involvement and to provide positioning the imported make-up cosmetics brands according to brand image attributes. Survey was conducted to 301 people from age 20 to 30 year female woman who is leaving in Seoul and Kyunggee Inchon using convenience editing. Material analyzing was done using t-test, factor analysis, cluster analysis, multidimensional scaling. The results were as follows. 1. The perceptional degree of brand and the importance brand image attributes showed significant difference according to fashion involvement. 2. The evaluation of brand image attributes of imported make-up cosmetics were different between high involvement group and low involvement group. 3. As a result of multidimensional scaling, the imported make-up cosmetics brands were positioned different according to brand image attributes between high involvement group and low involvement group.