• Title, Summary, Keyword: Brand Positioning

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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.

A Study on the Variables of Clothing Consumer Behavior and Market: Literature Review (선행연구에 나타난 의복소비자 행동변인 및 시장 변인연구)

  • 박혜선
    • Journal of the Korean Society of Clothing and Textiles
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    • v.20 no.6
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    • pp.1125-1137
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    • 1996
  • The author reviewed seventy papers on social psychology of clothing and fashion marketing fields, which were published in the Journal of the Korean Society of Clothing and Textiles between 1983 and 1996. The market variables and consumer behavior variables were focused on. This review showed that the market variables had been divided into three groups of variables: 1) product variables (product image and product classification): 2) brand variables (brand image and brand positioning): and 3) store variables (store image, store type, and distribution system) Consumer behavior variables have been studied on the basis of EBM Consumer Behavior Model: 1) purchasing motivation as need recognition: 2) information using as search information: 3) evaluation criteria and choice criteria as alternative evaluatioin : 4) clothing purchase, brand choice and store choice as purchase: 5) degree of wear, satisfaction and dissatisfaction as outcome: and 6) clothing discard. Variables that influence on consumer behavior, including situation variables, clothing attitude variables, personal . social variables were added to develop a variable model of clothing consumer behavior using the EBM Consumer Behavior Model.

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The Effect of Cause Marketing Type (Public-volunteered vs. Corporate-driven) and Brand Authenticity on Purchase Intention: Focusing on the Moderation and Moderated Mediation of Brand Awareness (자발 참여형 vs. 기업 주도형 공익 마케팅이 구매의도에 미치는 영향 : 브랜드 인지도와 브랜드 진정성을 중심으로)

  • Lee, Sinae;Min, Dongwon
    • Journal of Digital Convergence
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    • v.15 no.12
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    • pp.255-263
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    • 2017
  • Recently, cause marketing is more focused as one of key brand positioning strategies, which in turn leads that more companies are interested in cause marketing. In this study, we focused on two different types of cause marketing, named as public-volunteered cause marketing and corporate-driven cause marketing. A field study using an actual brand explored the effect of cause marketing type and brand authenticity on purchase intention toward the target brand. Moreover, we examined the moderation and moderated mediation of brand awareness. As our results showed, the corporate-driven cause marketing had a positive impact both on brand authenticity and purchase intention in the low (vs. high) brand awareness condition. However, the effect of public-volunteered marketing on purchase intention and brand authenticity did not vary depending on brand awareness. To increase the effectiveness of the cause marketing, the results suggest that the public-volunteered cause marketing would be more effective than the corporate-driven cause marketing.

A Study on the Repositioning of Korean Character/Career Women's Wear Brands - Focused on the Comparative Analysis with Import Masstige Brands - (국내 여성 캐릭터.커리어 브랜드의 리포지셔닝에 관한 연구 - 수입 매스티지 브랜드와의 비교 분석을 중심으로 -)

  • Shin, Su-Yun;Cho, Jeong-A
    • The Research Journal of the Costume Culture
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    • v.17 no.1
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    • pp.120-131
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    • 2009
  • The purpose of this study was to suggest the repositioning strategy for Korean character/career women's wear brands by comparing them with masstige brands. The subjects were 240 Women in their twenties and early forties in Seoul and the metropolitan area. The data had been collected by self-administered questionnaire and analyzed by frequency and biplot. The results of the study were as follows: (1) The brand preference was 'Time'(33.3%), 'Michaa'(12.5%), and then 'Mine'(8.8%) in sequence; (2) For brand differentiation, the attributes of 'store image', 'comfortableness', 'brand reputation', and 'promotion' were found out to be important in sequence; (3) The national character/career brands were favored by theirs 'store image', 'quality', and 'design', while imported masstige brands were favored by theirs 'comfortableness', 'brand reputation', 'promotion', and 'perceived price'; (4) Among brands, 'Time' had been highly evaluated, but comparatively showed weakness on 'perceived price', 'comfortableness', and 'promotion'.

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Evaluation of Brand Personality by Advertising Message (광고 표현에 따른 브랜드 개성 평가)

  • Park, Pumsoon
    • The Journal of the Korea Contents Association
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    • v.14 no.5
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    • pp.55-62
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    • 2014
  • This study investigated the brand personality of competitive brands in the same product category by conducting the evaluation of advertising message. The common personalities and different personalities of some brands were compared. The outdoor product was chosen for a product category. 4 different brands recently launched were selected for the study. For the analysis, every 3 TV commercials of each brand were examined by experiment respondents. As a result, all brands had two common brand personalities-passion and competence. Other representative brand personalities were ruggedness, sophistication, and sincerity.

A Study on Competitiveness Improvement Strategies of Korean Coffee Franchisers in Beijing, China through a Positioning Analysis (포지셔닝 분석을 통한 국내 커피전문기업의 중국 베이징 지역 내 경쟁력 강화방안 연구)

  • Guo, Ying-Chao;Kim, Hyun-Jung
    • Culinary science and hospitality research
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    • v.22 no.5
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    • pp.37-51
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    • 2016
  • The purposes of this study were (1) to investigate the important selection attributes of coffee brands and the relative positions of major coffee brands on the positioning map through similarities and preferences of coffee brands that customers perceive and (2) to provide Korean coffee brands with strategic information about how to differentiate themselves from existing competitors in the Chinese market. A total of 268 samples were used for data analysis that comprised frequency analysis, descriptive statistics, ALSCAL, and regression analysis. The results showed that among 8 coffee brand selection attributes the most important was atmosphere, followed by cleanness and sanitary condition, and convenient location and transportation. Friendly service, taste of coffee, price and variety of menu were next and brand was the least important among 8 selection attributes. The results of positioning map showed that Maan Coffee was evaluated the highest iin atmosphere, cleanness and sanitary condition, and convenient location and transportation compared to other coffee brands. Marketing strategies for Korean coffee franchisers (Angel-in-us Coffee and Caffe Bene) were provided for successful repositioning in the Beijing coffee market.

Characteristics Analysis of '3.1 Phillip Lim' Brand in order to Create Korean Luxury Fashion Brands (국내 패션브랜드의 명품화를 위한 '3.1 필립 림'의 브랜드 특성 분석)

  • Jung, Kyung-Hee;Bae, Soo-Jeong
    • Journal of the Korean Society of Costume
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    • v.61 no.6
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    • pp.131-145
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    • 2011
  • The purpose of this study is to provide preliminary data on strategies to create a domestic prestige brand based on Korean traditional designs. This study also deals with how to promote this brand around the world. The two points mentioned above will be accomplished by examining the characteristics of the brand '3.1 Phillip Lim' which succeeded in both design and marketing during a short period of time. The method of the study will be followed. Firstly, the basic design and philosophical background of Phillip Lim was investigated, after reviewing the global luxury market and current status of overseas expansion of Korean designers through paper study and antecedent workups. Secondly, for the practical stage, design characteristics and marketing strategies were reviewed with the collections of '3.1 Phillip Lim'. Three factors found in '3.1 Phillip Lim's design success are as follows: First, practical and simple designs using fabrics of high quality. Second, handcraft elements and interesting details that differentiates his design identity. Third, femininity expressed in the feminine silhouette and color. The marketing elements that made '3.1 Phillip Lim' as a successful brand are: First, differentiated positioning as a luxurious contemporary brand. Second, brand promotion through various collaborations. Third, the gradual expansion of women's, men's, kids' apparel to accessory, lingerie and the stable flagship stores. Thus, '3.1 Phillip Lim' has combined modern and classic styles using high quality fabrics and practical designs with unique details. Through it's differentiated marketing strategy targeting New York's market, which prefers popular 'luxury contemporary brand's rather than high-end luxury brands, this brand's creativity and commercial aspects contributed to make '3.1 Phillip Lim' into a luxury brand that represents New York fashion. Korean designers who seek to enter the global fashion industry should consider applying Korean traditional designs on global designs to make favorable products and localize these products according to regional characteristics.

The Research on Strategy of Clothing Product for the Women of 20s in Peking of China

  • Gu, Ah-Rum;Sohn, Hee-Soon
    • Journal of Fashion Business
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    • v.7 no.3
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    • pp.24-35
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    • 2003
  • This study is intended to figure out marketing strategies of women clothing brands which are remarkably preferred and recognized among Chinese women in their twenties by analyzing and comparing the features of products between Chinese fashion brands and Korean brands. This study result is follow as: 1. As the result of women fashion brands in China, it became certain that the differentiation policy of each brand and the strategy of development design reflected the needs of Chinese consumers in 20s were preferred in Chinese fashion market. 2. As the result of comparing and analysing the strategy of Korean brands' clothing product entered China market, some of them reflected well Chinese women' inclination who are in their twenties. Therefore with the proper positioning and the strategy of actual place, those Korean brands are prominently preferred. However others can not be the leading brands because of supplying inharmonious basic-style product with the preference of Chinese women in 20s.

A study on Brand Image of Korea Women's Apparel Market with Multidimensional Scaling (다차원 척도기법을 이용한 여성 기성복의 상품 이미지에 관한 연구)

  • Hwang, Seon-Jin
    • Journal of the Korean Society of Costume
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    • v.15
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    • pp.253-265
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    • 1990
  • This article was written with two purposes in mind. The first purpose was to introduce clothing and textile community who may not be familiar with Multidimensional Scaling(MDS) with usefulness of the new technique in the area of fashion merchandising. The second purpose was to present the results of an empirical study on brand image utilizing MDS and its related technique as the main analysis tools. The main objective of the empirical study was to gain a better understanding of consumer's brand image by relating differences in perception and attributes of clothing in women's ready-to wear market. For this empirical study, the ten brands and the fifteen attributes of clothing were chosen. The questionnaire consisting of questions asking about the similarity and attributes of clothing between selected brands was administrated to 185 career women during summer in 1989. Data were analyzed cluster analysis, and KYST and PROFIT in MDS program. The results were as follows: 1. The similarities data for the ten selected brand by using KYST program of MDS drawed the perceptual map. The results of this perceptual map showed that the selected brand were grouped into three clusters. 2. In order to get a somewhat objective view of which attributes consumers are attributing to each brand, PROFIT program was used. As a result, it was revealed that assortment depth / width, price, youth-oriented style, possibility of various social activity were significant attributes in consumer's brand choice rather than physical attributes of clothing such as quality or durability. This may imply that consumer orientation in rapidly changing environments of women's apparel market was its basic idea, and the focus of all fashion merchandising activities was put on need's and the response of consumer group who are the object of the target. Implicating for future research as well as for strategy of brand positioning were also suggested.

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Classifications and Strategic Directions of Multi-brand Fashion Stores in Korea (국내 패션 멀티브랜드 스토어의 유형별 전략 및 발전방향)

  • Kim, Soo-Yeon;Hwang, Jin-Sook
    • Journal of the Korean Society of Clothing and Textiles
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    • v.35 no.5
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    • pp.587-600
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    • 2011
  • This study presents the strategic directions for Korean multi-brand fashion stores by running in-depth industry research and market analysis. Over 20 professionals were selected from Korean multi-brand fashion stores for this study and in-depth interviews were conducted to evaluate related subjects. The results of the study were as follows. First, Korean multi-brand fashion stores could be classified into three criteria: operating ownership, merchandise mix, and store identity. Second, operating ownership criterion was chosen for further investigations of strategies and directions of the multi-brand fashion stores. The operating ownership criterion consists of three types; department store types, specialty store types, and boutique types. Each type deploys different buying practice, organizational strategies, and distribution channels. Lastly, the suggested strategic directions for each type are summarized as follows. The 'department store type' should utilize its strong direct buying capabilities and acquisition of merchandising can be more effectively managed. The store should utilize its strong buying power as a tool to develop new private brands (PBs). For 'specialty store type', two key factors have been derived: market share expansion and positioning themselves to become a new distribution channel. To respond to these factors, the store needs to be perceived as a brand then diversify its business. Strengthening its brand will allow it to expand into a new distribution channel and also enable a strategic partnership with its competitor brands. The factors influencing 'boutique type' is personalization and uniqueness. With an emphasis on the uniqueness of products and merchandising it will be able to implement the role as a personal shopper and stylist to provide a very personalized service to its customers.