• Title, Summary, Keyword: Brand Positioning

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A Marketing Strategy of the Apartment Brand for the Newly Jointed Apartment Construction Company (후발 건설업체의 브랜드 마케팅 전략)

  • Yang Soo-Young;Kim Kyung-Rai;Shin Dong-Woo
    • Proceedings of the Korean Institute Of Construction Engineering and Management
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    • pp.543-548
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    • 2002
  • The brand value of apartment which affects not only sale percent and profit but also the worth of real estate is rising as an important point of apartment competition. But now the apartment brand market is occupied by some large-sized construction companies with strong recognition. So it's difficult for newly joined construction companies to enter the apartment market and the companies that made inroads into the market don't have the brand effects because of consumers' ignorance. Therefore, through the analysis of example from construction and industrial companies, I suggest the marketing strategy which consists of target market, positioning strategy, brand naming strategy, PR strategy and distinct strategy.

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A Study on a Brand Marketing Strategy of Domestic Rice Products (국내 지역 쌀 상품의 브랜드 마케팅전략에 관한 연구)

  • Yim, Ki-Heung
    • Journal of Digital Convergence
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    • v.6 no.3
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    • pp.65-73
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    • 2008
  • The food crisis is gradually augmented, which derives from a world-wide process. And it is the actual conditions for which there is no solution on national level. Rice is a fundamental agricultural products, and it makes up a large percentage in the Korean farming industry. Especially, the environment around the domestic rice market has rapidly been changing and shrinking because of the open policy in the International market. In order to compete with the international market, Korea must be strong in stable-based construction and international marketing strategies of domestic rice products. Most of consumers recognize the importance of developing a brand-name rice. However, the degree of recognition on the brand-name rice is still very low. The Purpose of this paper Is to drive brand marketing strategy for positioning of domestic rice products.

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A Study on the Positioning of Brand Image of Ready-made Lady Wear (여성기성복 상표이미지의 포지셔닝에 관한 연구)

  • Kim Hae Jung;Lim Sook Ja
    • Journal of the Korean Society of Clothing and Textiles
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    • v.16 no.2
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    • pp.263-275
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    • 1992
  • This study intends to provide strategic positioning of brand image analysed from the view point of perceptual dimensions of clothing consumers. Consumers are segmented on the basis of the attributes of brand image, and in each segment, perceptual map is composed according to multidimensional scaling. The results are as follows; 1. According to the Benefit Segmentation, it is statistically significant that the consumers are divided into 'product-factor oriented group 'and' image-factor oriented group'. 2. From the analysis of perceptual map upon the 'similarity of brand image,'image-factor oriented group 'perceives more differently than 'product-factor oriented group' 3. From the analysis of perceptual map with the evaluation of attributes of brand image, price, promotion and design are significant determinants in 'total consumer group'. In addition, store image is significant determinant in' image-factor oriented group' and quality is significant determinant in' product-factor oriented group'. According to the evaluation of consumers on 8 brands with determining attribute-vector, ranks of brands in each segment are similar in the vector of price and promotion but different in the vector of design between segment groups. 4. From the analysis of perceptual map upon the preference of brand image, the distribution of preference and position of ideal point are different between segment groups. 5. With evaluation of purchase habit, statistically significant differences are found between groups segmented in the degree of importance of attributes, purchasing motive, purchasing time, sources of information and expenses for clothes.

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A Study on the Integrated Marketing Communication Strategies for the reinforcement of Brand Power in the Insurance Company (보험기업의 브랜드파워 강화를 위한 IMC전략 전개방향)

  • Kwon Kum-Tack
    • Management & Information Systems Review
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    • v.16
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    • pp.37-58
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    • 2005
  • The purpose of this study is to find the 'Integrated Marketing Communication(IMC)' strategies for the reinforcement of brand power in the insurance company. First, from theoretical backgrounds, I have investigated acquisition effects, strategies for changing brand power, decisions on a product differentiation and Brand portfolio, market segmentation and Brand Positioning under various strategic marketing factors based on the reinforcement strategies of brand power. Second, there is a significant difference between insurance company names recalled first and brand names recalled first. Third, in terms of consumers' preferences, there exists a substantial difference between insurance company and brands. From this study, the following conclusions are drawn. First, insurance company and brand power should be carefully developed and used as a tool to secure competitive advantages. Second, insurance company and brand power should be considered and continuously enhanced as an important asset for the insurance company. With growing brand importance, brand management is an essential step for powering brands.

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A Study on the Positioning Strategy of the Fashion Underwear Market (패션내의류 시장의 포지셔닝 전략에 관한 연구)

  • 백민숙;김문숙
    • Journal of the Korean Society of Clothing and Textiles
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    • v.22 no.1
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    • pp.29-40
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    • 1998
  • This study is to develope positioning strategy of fashion underwear market through the perceptual map which can analyze the psychological positioning of the existing fashion underwear brand. A positive study has been made on 176 women in their teens and twenties who live in the Seoul area through questionaire. The collected data was analyzed with Multidimensional Scaling Method, Conjoint Analysis and Cluster Analysis and so on. The results of analyzing the competitive relationships for attributes and the ideal points are as follows: The consumers groups are divided into three market segments on the basis of the ideal points about fashion underwear attributes. $\ulcorner$calvin Klein$\lrcorner$ evaluated excellent in design and color, brand and function attributes, and also appealed well to the segment market 2. $\ulcorner$calvin Klein$\lrcorner$ has good positioning at the fashion underwear market, and as well as the possibility of growth. $\ulcorner$Body Guard$\lrcorner$ appealed well in segment market 1 which highly valued the material and price attributes and $\ulcorner$Body Guard$\lrcorner$ competes with $\ulcorner$Benetton Undercolor$\lrcorner$ in this market. $\ulcorner$Hunt Innerwear$\lrcorner$ has possibilitiy to be appealed in segment market 3. Finally, it is necessary for each fashion underwear company to analyze and develope the segment market 3. Each company has to develope the brand that can appeal in the segment market 3 in which function was highly valued, and has better to make strategies that develope more functional products like sports underwear, bodysuit and bodywear and so on.

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Brand Positioning of IT Governance System -Focused on Case study of Spin-off Venture- (IT 거버넌스시스템의 브랜드 포지셔닝 전략 -스핀오프벤처기업의 사례를 중심으로-)

  • Chun, Myung-Hwan
    • Journal of the Korea Industrial Information Systems Research
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    • v.12 no.5
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    • pp.110-119
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    • 2007
  • In an extended enterprise, there is a shift to shared services, cosourcing and outsourcing, and extending out to partners, suppliers, and customers to accomplish business objectives more effectively. Along with this critical need, executives should be aware of the need to focus on optimizing the value of their information technology and reducing the related risks. So IT governance is critical, and many companies including spin-off venture are providing IT governance solution, but very little is known about brand management and marketing strategy of IT governance solution provider. The purpose of this study is to investigate brand positioning of IT governance solution company focusing on spin-off venture. The results of this study are summarized as follows. First, brand management is needed in the spin-off venture. second, IT governance solution companies including spin-off venture must provide something more than functional value. That is, they actively seek to emotional or symbolic value for their customers.

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On the Images of Fast-food brands' identity: B.B.Q, Burger King, KFC, Lotteria, McDonald, Pizza Hut, Popeye's (패스트푸드(fast-food)브랜드 아이덴티티를 통한 이미지 연구 - KFC, 롯데리아, 맥도날드, 버거킹, B.B.Q, 파파이스, 피자헛 -)

  • 박규원;윤홍열
    • Archives of design research
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    • v.16 no.1
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    • pp.169-180
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    • 2003
  • Multinational brands have rapidly penetrated into the domestic dining business and their brands are increasingly recognized by Koreans. Considering fast-food as a kind of brand product, we attempt to investigate recognition of brands and association by images with the focus on visual identity. The economic value has been reevaluated with more attention on brand images and brand identity. The purpose of the current paper is to find out the meaning of brand association in the fast-food industry. Fast-food business has been rapidly increasing thanks to quick sonics, convenience, relatively low price, equalized quality of food and service. Most fast-food restaurants are run under franchised system. This helps enhance the recognition of brands among customers. We intend to see whether there is significant relationship between customers' preference of brands and brand images. We also aim to seek for their problems of identity in the merchandising process for brand colors. We hope to help develop Korean franchise industry by asking how association by visual Images such as colors and figures of such brands takes place.

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The Importance of Brand and Retailer Associations in Evaluating a Product Category Extension

  • Eom, Hyo Jin;Hunt-Hurst, Patricia;Lu, Zhenqiu (Laura)
    • Fashion, Industry and Education
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    • v.16 no.2
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    • pp.30-39
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    • 2018
  • This study investigates the importance of brand and retailer associations when consumers evaluate a product category extension in the context of brand and retailer collaborations. Although brand extensions are considered to reduce costs for introducing a new product category, limited study has focused on the role of brand and retailer associations in the context of brand and retailer collaborations. Using a total of 440 participants, a hypothesized model was tested using a structural equation modeling (SEM). The results show that brand and retailer associations influence the perceived fit between a brand and a retailer. In addition, the image fit and quality fit are significantly related to brand and retailer attitudes as well as brand extension evaluation. Since consumers may use their associations with brands or retailers when they perceive product differentiation, market position, and brand extensions, the role of brand or retailer associations is important to marketers, retailers, and consumers. Given the importance of brand and retailer collaborations as a brand positioning strategy in the global branding and retail setting, the findings of this study contribute to brand and retail management by providing empirical evidence on how consumers perceive new products from extended brands in the marketplace when a brand collaborates with a retailer.