• Title, Summary, Keyword: Brand Positioning

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Influence of Consumers' Perceived Brand Benefits of Coffee Shops on Brand Trust and Continuous Purchase Intention (지각된 커피전문점 브랜드 효익이 브랜드 신뢰와 지속적 구매의도에 미치는 영향)

  • Lee, Cho Hee;Ryu, Si Hyun
    • Journal of the East Asian Society of Dietary Life
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    • v.27 no.4
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    • pp.431-441
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    • 2017
  • The purpose of this study was to analyze the effect of consumers' perceived brand benefits toward brand coffee shops on continuous purchase intentions as well as the mediating effect of brand trust. The survey was conducted on coffee consumers aged 20~40 years living in Seoul and who visited brand coffee shops exposed as product placement (PPL) in TV dramas. Out of 400 questionnaires distributed to consumers, 381 questionnaires (95.3%) were analyzed. Consumers were more interested in places (60.1%) than the products (39.9%) of the coffee shops exposed as PPL. Over half (54.6%) of the respondents showed a positive attitude towards coffee shop PPLs. All three brand benefits perceived by consumers (functional, symbolic, and empirical) had significant positive effects on brand trust and continuous purchase intention. In particular, symbolic benefit has the greatest impact on continuous purchase intention towards the brand. Brand trust had a mediating effect between perceived brand benefits and continuous purchase intentions. Therefore, it is necessary to focus on enhancing the perceived symbolic benefit of the brand to effectively maintain customer relationships. The results suggest that when planning positioning concepts, considering the importance of brand benefits is the best way to increase the competitiveness of coffee shop brands.

A Case Study on the Development of Farm Branding for Value-added Agricultural Products (스토리텔링 마케팅을 위한 농가 브랜드 개발 사례)

  • Kim, Kyung Hee;Park, Duk Byeong
    • Journal of Agricultural Extension & Community Development
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    • v.19 no.3
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    • pp.729-755
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    • 2012
  • The role of branding has been to differentiate products, but brands have been increasingly applied to organizational image too. The brand image holds a key position by the marketing system in this era. The main purpose of this research is to analyze the case for the development of farm brand. A in-depth interview was conducted to analyze the case for development of farm brand in connection with agricultural products and their business operation. The farms used various stories in the process of develop brand including farm history, cultivation process, product, management, relationship with consumers. The study present the findings divide into brand naming, image, positioning. The farms built trust by consumer relationship with the farm brand. The results of the study provide insights for agricultural marketers who intend to design brand stories that align with their produce.

A Syudy on the Influence of Consumer Behavior on the Private Brand. (중간상표가 소비자의 행동에 미치는 영향)

  • Kim, Se-Hwan;Kim, Dae-Sig
    • Journal of Industrial Convergence
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    • v.7 no.2
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    • pp.1-16
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    • 2009
  • The Preference on private brand product is an growth trend more than any other distribution item, has increase, on this point of time a research on what is he is the influence factors on that is needed and on the basis of it, the positioning strategy of pricate brand product is necessary.

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The Impact of Korean Professional Volleyball Teams Brand Personality on City Brand

  • JUNG, Jun Hyeok;KIM, Myung Gyun;SONG, Youn Sang;MOON, Hwang Woon
    • Journal of Sport and Applied Science
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    • v.4 no.2
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    • pp.31-43
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    • 2020
  • Purpose: The purpose of this study is to provide fundamental information for professional sports and economy activation of cities, to explore mutual cooperative constructive relationship, and to investigate the Impact of Korean professional volleyball teams brand personality on city brand equity. Research design, data, and methodology: The study collected 500 survey responses and analyzed 478 surveys except for 22 which did not complete all items. For analyzing data, frequency, reliability, exploratory factor analysis, t-test, One-Way ANOVA, correlation, Multiple Regression were computed. Results: First, in difference in brand personality and city brand equity, due to gender, age, region of fan, significant difference were shown statistically in team image by gender, in honesty, interest and obdurability of brand personality by age, and in local community contribution, development possibility and sports facility of team image. Also, all factors show significant difference in region of fan. Second, regarding the impact of brand personality on city brand equity, honesty and capacity were shown to affect every factor of city brand equity, interest affected city image, and obdurability affected city perception. Conclusion: Professional teams need to develop win-win relationship with local community and seek to build positve image towards community fans via distinctive strategies for positioning.

A Study on Value obtained from Space Communication to Strengthen Brand Personality (브랜드개성강화를 위한 공간 커뮤니케이션을 통해 획득되는 가치에 관한 연구)

  • 전수영;김주연;황용섭
    • Korean Institute of Interior Design Journal
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    • v.13 no.4
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    • pp.180-187
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    • 2004
  • This research is focused on the emotion rather than the logic, the present building up the Market toward clients' relationship and the communication through the most direct Contact Space in Non-Mass Media Communication. This research's purposes are to classify Space Communication kinds to analyze how the each element could affect on Brand Identity Strength and to provide the way to appeal the Brand Image as the corporation intends and to analyze Corporations and Clients' value from Space Communication. The process of this research is following. Analysis of the Space Communication, which mentioned above and the value, which was obtained from it, and analysis through the Brand, which uses the Space to build the Brand Identity with positive Brand Image and the conclusion. In Conclusion, we need to analyze the identity of each Brand and do positioning to make outstanding Brand through analysis. Because outstanding scheme varies on deciding to communicate through the Space to satisfy clients with outstanding plan or clients' sex, age, profession, resign though appealing same Brand identity, the Space Identity should be flexible depends on area and target market.

A Study on the Servicescape and Image Positioning Map in the Family Restaurant Industry (패밀리 레스토랑의 서비스 스케이프 및 이미지 포지셔닝 맵에 관한 연구)

  • Jung, Young-Woo;Lee, Eun-Yong;Lee, Soo-Bum
    • Culinary science and hospitality research
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    • v.13 no.2
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    • pp.275-291
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    • 2007
  • The growth of foodservice industry has caused keen competition in the family restaurant industry. For a differentiation strategy to be competitive, on the preferential basis, it is necessary for each family restaurant business to analyze its position in the market. Therefore, this study is to certify customers' perceived servicescape and image similarity and analyzes positioning of seven family restaurants. For this research, multidimensional scaling(MDS) is performed to determine how they are positioned relative to competitors. According to the result of the positioning map(ALSCAL and PROFIT map), it is found that Outback steakhouse, T.G.I. Friday's, Bennigans' have more strong competitiveness than VIPS, Marche and Sizzler in servicescape factors and restaurant selection attribute except menu diversity. But the preference order does not follow the order of competitiveness. This result from the positioning map means that each business needs various marketing strategies that cannot be copied easily.

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The Personal Branding Strategy for Effective Construction of Personal Image (효과적인 퍼스널 이미지 구축을 위한 브랜딩 전략)

  • Kim, Mi-Kyung
    • Journal of Fashion Business
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    • v.15 no.5
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    • pp.87-102
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    • 2011
  • The research intends to exploit a strategy method of personal branding improving a personal value for construction of a personal image. As an assessment, the model of construction strategy of personal branding is developed in four steps of a model, construction of personal branding, by using elements of personal image and researching about personal branding strategy of scholars. In order to substantiate a validity of presented model, the case analyses of Martha Stewart. The strategy of four steps for construction of effective personal image is explained below. First step is an analysis of personal brand equity, deciding a direction of the concept of a personal branding through analyzing into a core value and core competence of one. Second step is a personal brand identity, constructing personal specification and identity with elements of personal image by using effective strategy, being able to be perceived to population. Third step is a personal brand positioning, constructing competitive brand image by using analysis of SWOT and strategy STP. Fourth step is a promotion of personal brand, advertising and extending a brand image of one by using a public activity and communication methods such as publication, mass media, and social network. By using the four kinds of processes, constructed strategy of a personal brand will be significant for construction of an effective personal image by having increment of a value and power of the brand.

An Experimental Study on the Fashion Merchandising System-With special reference to the life-style of consumers and the Marketing strategy of the fashion industry- (패션 머천다이징 시스템 개발에 관한 실증적 연구 - 라이프스타일과 패션 의 마케팅 전략을 중심으로-)

  • 이호정
    • Journal of the Korean Society of Costume
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    • v.20
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    • pp.151-167
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    • 1993
  • The purpose of this study is to systematize the theory of the Fashion Marketing and merchandi-sing system as well as the strategy for the Mar-keting based on the related variable. Furthermore, this study deals with development of the mark-eting strategy to the relation between consumers and industry. The content conclusion on the research can be outlined as follows : 1. In order to inverstigate how the life-style of consumers affects their sense of fashion, awa-reness of brand, and decision making process of purchase, the life-style of women consumers is classified into 15 types. (1) Acording to the different life-style types, and important difference is found in the consum-ers' sense of clothes, a unique image of outfit and its own favorite image of womanliness. (2) The consumer's awareness of a particular brand has a reasonable relationship with their brand preference and possession of the brands. (3) Their is an important discrimination acco-rding to the life-style types in their brand awar-eness and preference and possesion of brands. (4) The consumers of each life-style type show noticeable difference in the decision making pro-cess of purchase including he motive of purchase, the source of information, the cause of purchase intention, price, the frequency of purchase and the degree of satisfaction of purchased goods. 2. The merchandising system and the market positioning among the fashion industry are compared and analyzed in the following terms ; (1-1) For the purpose of establishing the target market strategy, the industry uses unreasenalbe methods to analyze the life-style of the target customers and the real customers(36%) and the aging phenomenon of brands is remarkable : as much as 37% of brands show over 5 years-old age gap. (1-2) The price setting process depends highly on the cost-plus approach. (1-3) In color planning, too many colors are used in every season(the average number is 22.3) and the investigation of the consumers' favorite color is neglected. (1-4) The manufacturers of successful brands are much likely to employ the textile designer and allow them to develop the various fabrication. (1-5) The regular rate of sales in each season is extremely low(56.04%) : the rate of the succ-essful brands is relatively high at 65%, but that of the unsuccessful as low as 51%. (1-6) 47% of brands reveal the designer-orie-nted fashion merchandising system. The successful brands, on the other hand, show a high rate of merchandiser oriented system. (2) Since the brand positioning is highly cen-tered on each brand image, styles and target age, the new data are presented in this study for the new market development. (3) To set up the target market, the mapping of images between the differentiated market and the consumers is suggersted according to the market positioning of industry and 15 types of the life-styles of consumers.

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Analysis of Customer Expectation and Satisfaction for New Menus in Multi-Chain Family Restaurants (패밀리 레스토랑 신메뉴에 대한 고객의 기대도와 만족도 분석)

  • Lee Min-A;Yang Il-Sun
    • Korean Journal of Community Nutrition
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    • v.9 no.6
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    • pp.734-741
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    • 2004
  • The purposes of this study were 1) to understand customers' expectations and satisfaction on menus in family restaurants, 2) to compare customer satisfaction and brand image for positioning new menus, and 3) to analyze customer satisfaction and loyalty to each menu. From May 8th to 28th, 2004, a total of 3,594 membership customers responded to the email survey. Statistical analyses such as t-test, ANOVA and Pearson Correlation were performed using SPSS 12.0. The results of this study consist of four major parts: general findings, customer expectation analysis, new menu positioning and customer satisfaction analysis. The customer expectation analysis discovered that taste was the most expected attribute in menus of family restaurants, followed by quantity, appearance and price. Statistically different expectations existed among different customer groups categorized by their general characteristics including demographics. Also, high correlations existed among the expectations over all the attributes: food quality, shape, quantity and price of food. Over all the attributes, customer expectation was higher than customer satisfaction. Thus, a discrepancy existed between expectation and satisfaction. Positioning of new menus was determined by brand image and customer satisfaction. Lastly, the customer satisfaction analysis revealed that customers in different gender and age have different satisfaction. In addition, high correlation existed between satisfaction and loyalty on new menus of a family restaurant. In consequence, the research findings suggest managers should understand customer expectation and satisfaction and reposition their menus regularly by menu engineering.

A Strategy for Converting from Printed to Digital Magazines : - Focusing on the Brand Positioning of International and Domestic Popular Magazines - (종이 잡지의 디지털 매거진 변환 전략: 해외 매거진과 국내 대중지의 브랜드 포지셔닝을 중심으로)

  • Kwon, Hyeog-In;Yang, Mun-Sil;Na, Yun-Bin
    • Journal of Digital Convergence
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    • v.14 no.8
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    • pp.127-136
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    • 2016
  • This paper focuses on proposing an alternative solution via identifying the problems that domestic popular magazines encounter in the context of the recession crisis faced by printed media in accordance with the advent of the digital media era. Firstly, current-state investigation and in-depth interviews with editorial staff of the major 4 domestic women's magazines were conducted to analyze their brand positioning and change of direction in facing the rise of smart devices. Secondly, domestic women's magazines were compared with international popular magazines that have been successfully undergoing digitalization. Accordingly, domestic women's magazines lack the know-how to digitalize their publication and show limitations in collaboration, openness, trans-media, and cross-media. As most women's magazines are unprofessionally composed of gossip articles having popular appeal rather than practicality, it is an urgent issue for them to differentiate their contents from competitors.