• Title, Summary, Keyword: Brand Positioning

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The Study about Narrative Structure of Branded Contents -Focused on the Mobile Applications for Food Delivery Service (브랜디드 콘텐츠의 서사 구조 연구 -모바일 음식 배달 어플리케이션을 중심으로)

  • Lee, Young-Soo
    • The Journal of the Korea Contents Association
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    • v.16 no.4
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    • pp.503-515
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    • 2016
  • The branded contents include various advertisements showing brand storytelling. A new mobile application service market for food delivery uses branded contents to become familiar with consumer in the beginning and built unique brand image in comparison with a rival company in the time of elaboration. This study analyzed the narrative type and structure of brand storytelling in branded contents of the three representative applications, 'Baedal Tong', 'The ethnic of Baedal', and 'Yogiyo'. Still a few study has researched the narrative type and structure of brand storytelling though different effects as narrative type. This paper divided four types of brand storytelling as the roll of brand through typology of Northrop Frye, romance, comedy, tragedy, and irony & satire. And it analyzed the narrative type and structure of branded contents of the three applications using these types and researched strategy in each time. The various narrative types beyond classical romance type are effective for brand positioning though market enter moment. This study will be helpful for the research about narrative strategy of branded contents.

A Study on the Image Perception according to the Advertisement Expression forms of Imported Make-up Cosmetics (외국산 색조화장품의 광고표현형식에 따른 이미지 지각)

  • Lee Ji-Young;Kim Yong-Sook
    • Journal of the Korean Society of Costume
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    • v.55 no.7
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    • pp.101-113
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    • 2005
  • The purpose of this research was to identify the perception maps of Imported make-up brands and advertising images by analyzing their ads in periodicals from 2004 S/S. A self-administered questionnaire included seven adjectives to describe the brand and advertising images of the imported make-up products. Data was analyzed by using the KYST, CORAN, and SPSS programs, the positioning through Multi-Dimensional Scaling. The results of the research were as follows: 1. The perception of the brand images of Chanel, Chiristian Dior, and Lancome was the highest. The advertising images of Clinique and Bourjois were the highest and that of Shiseido was the lowest. 2. The respondents perceived Christian Dior and Chanel to be similar in the brand image factors of good quality, sophistication and uniqueness. Christian Dior, Chanel, and Lancome were all perceived similarly in their degree of familiarity and level of stimulation.

Structuring of Integrated Design System Based on Emotion Process Model for Successful Brand Image Building (성공적 브랜드 이미지 구축을 위한 감성 처리 모형 기반의 통합 디자인 체계 구성)

  • Kim, Hyun
    • Science of Emotion and Sensibility
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    • v.11 no.1
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    • pp.57-68
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    • 2008
  • With the shift of consumer’s spending behaviors further into emotionally-driven purchases, the role of brand is becoming even more important, which in turn, expands design’s role in the brand image strategy. The contact point between the consumers and the brand is the primary channel for building strong brand image through experience. Therefore, it is critical to comprehensively plan and manage the consumer contact point for any brand. Given the changing market conditions, the objective of this study is to define and structure an integrated design development and management system for building successful brand image. In order to do so, the research analyzed the characters of brand image, the conditions for consumer experience and the roles of emotion. The analysis into the correlation between images and emotion process model yields three natures of an image. The image 1) is based on empirical decisions, 2) expresses and conveys emotional aspects and 3) builds mental values through a sense of sympathy. Through case studies of successful designs that meet all three characteristics, the roles of a brand icon in building strong brand image and the needs for integrated design approach for implementation are defined. The methods for integrated design include 1) providing a focal point through brand image positioning, 2) utilizing visual themes based on brand image plot, 3) building a Total Identity Program to holistically manage brand images and 4) developing brand icons for brand image reinforcement.

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Advertisement Design Strategy of According to The Brand Life Cycle (브랜드 수명주기에 따른 광고디자인 전략에 관한 연구)

  • Kim, Eun-Young;Lee, Jin-Ryeol
    • Archives of design research
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    • v.18 no.3
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    • pp.139-148
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    • 2005
  • Generally, the brand has its life cycle as the product has. This life cycle is classified into the stages; introduction, growth, maturity and decline. Since the brand is little different from that of the product's, we can find some differences when it applies to the brand. The most effective method to perceive the brand to the consumers is advertisement, therefore in the advertisement design, it is important to figure out the current stage in the brand life cycle and use the most ideal design strategy in that stage. This study suggests the concept of the brand life cycle and the most effective strategy in each stages of the advertisement design. In the stage of the brand introduction, we apply the 'What is it? Strategy' which introduces the brand itself. In the stage of the growth, 'How does it Differ from? Strategy' is suggested as the advertisement strategy emphasizing the positioning which shows its differential competitive advantages among brands because in this stage there are many competitive brands in the market. In the stage of the maturity, we focus on the 'What does it Convey of? Strategy' stressing on the delivery of brand's value to consumers as consumers they purchase the brand. Finally in the stage of the decline, 'What does it Stand for? Strategy' is suggested in order to emphasize the generation of brand's symbolical meaning rather than to emphasize it's attributes or benefits. Therefore the advertisement design needs the contingent ideal design strategy according to the stages of brand life cycle and the effective brand management through it.

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A Review on Marketing Models' Implications to Market Positioning: With a Focus on the Hauser and Shugan Model (마케팅 모형의 포지셔닝 관련 시사점에 대한 고찰: Hauser and Shugan 모형을 중심으로)

  • Won, Jee-Sung
    • The Journal of Distribution Science
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    • v.14 no.11
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    • pp.61-73
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    • 2016
  • Purpose - Marketing scholars have developed various types of mathematical models for describing marketing phenomenon, because there is no single model comprehensive enough to incorporate all the relevant marketing phenomena. This study tries to summarize the behavioral foundations and the mathematical derivations of the most widely used marketing models and discusses their strategic implications. This study selected four representative marketing models: multinomial logit(MNL) model, elimination-by-aspects(EBA) model, Hauser and Shugan model and Bass diffusion model. Especially, this study focuses on Hauser and Shugan(1983)'s Defender model and discusses the model's behavioral foundation and its implications. Research design, data, and methodology - Of the four selected model, the multinomial logit model is selected as the basic normative model and the other three models are described as descriptive models in contrast. Starting the discussion from the multinomial logit model, this study explains what important strategic variables are incorporated in each of the four models. The IIA(independence of irrelevant alternatives) axiom and Luce choice model is also discussed in relation to the multinomial logit model. The concept of 'efficient frontier' is discussed in relation to Hauser and Shugan's model. Graphs and tables are used to represent the key implications. No empirical study is included. Results - The analyses of the mathematical marketing models are shown to be very useful in understanding the essence of positioning strategy. The multinomial logit model implies the importance of increasing utility or consumer preference level. The EBA model implies the importance of lowering the inter-brand similarity and dominating the competitors. Hauser and Shugan model implies the importance of considering customer heterogeneity distribution in selecting the target market. Conclusions - It is shown that the concepts of 'efficient frontier' is useful in understanding the effectiveness of positioning strategy. Market positioning can be understood as occupying some place on the efficient frontier. The important strategic implications can be summarized as follows: Always try to increase customer preference by providing what they value, and differentiate from competing alternatives as much as possible. The best positioning strategy is to dominate all the competitors and the worst is to be dominated by the competitors.

A Study on Brand Positioning of Franchise Snack Bar - Focused on Busan Area - (프랜차이즈 분식점의 브랜드 포지셔닝에 관한 연구 - 부산 지역 대학생을 중심으로 -)

  • Lee, Soon-A;Kang, Hee-Seog;Lee, Sang-Mook
    • Culinary science and hospitality research
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    • v.23 no.2
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    • pp.11-22
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    • 2017
  • This study is focused on five franchise snack bars to create an effective marketing strategy by analyzing the competitive relationships among them and by grasping selection properties that satisfy customers. Discriminant Analysis was utilized to suggest methodological frameworks, and the results show three factors (food quality, employees' service, and physical environment) were extracted that contains twenty five questions. A one-way analysis of variance (ANOVA) was carried out in order to verify if there were statistically meaningful differences in the Franchise snack bars, and post hoc comparisons were conducted using the Duncan method. In addition, Multidimensional Scaling (MDS) was used to measure brand similarity, selection attributes, and brand preferences. The results of the analysis show that Addal had the highest scores on average in all three factors (food quality, employees' service, and physical environment), Bong-Gus Babberger had two higher scored factors (employees' service and physical environment) than the average, and Gobongmin kimbab had also two higher scored factors (food quality and physical environment) than the average. Kimbab chunguk appeared to have lower scores than the average in all three factors (food quality, employees's service, and physical environment). The findings of this study provide a useful positioning map of competitiveness among five brands and offer practical marketing proposals.

A Market Oriented Study on the Wearing Attitude and Purechase Behavior of Jeans (청바지의 착용태도 및 구매행동에 관한 마케팅적 연구)

  • 이선재
    • Journal of the Korean Society of Costume
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    • v.43
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    • pp.109-124
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    • 1999
  • This study was aimed to analyze consumer's wearing attitude and the purchase behavior of jeans and the jean manufacturer's marketing strategies. Subjects were 448 male and female in their teens twenties and thirties living in Seoul. Data were obtained by self-administered questions and analyzed by SAS package. The main findings of this research are as follows: factors of fashion pursuit famous brand pursuit sexual attraction pursuit practicality pursuit. 2. In analysis between jeans wearing attitude type of information source purchase behavior and demographic characteristics showed signicficant difference partially. 3. The most influential design of jeans purchase was a fitting factor. The consumers preferred low price shops in downtown and colledge area and department store because of it's variety of jean goods. So the market segmentation and the brand positioning method according to consumers' wearing attitude and purchase behavior should be concerned properly in maketing strategy design include product and advertising strategy.

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A Study on the Brand identity Characteristics in the case Analysis of Housing culture center Facade (주택문화관 파사드의 브랜드아이덴티티 특성에 관한 사례분석)

  • Yang, Jeong-Sik;Hwang, Yeon-Sook
    • Proceedings of the Korean Institute of Interior Design Conference
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    • pp.159-162
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    • 2007
  • In the twentieth century, due to extraordinary development of companies and life style, etc, market environments to which companies around the world currently face are being changed with reflecting the current age in various fields, which result from globalization, digitalized innovation, diversity by information acceptance, an enhanced level of a consumer's consciousness, developed mass media, etc. The companies are trying to expand their sale areas, not only products but also their cultures, images, and brand power in the name of a 'marketing' in a space In other words, if companies and brands express some identities without considering an entire image evaluated by customers, a mis-positioning for the companies and the brands may be caused. In this case, the companies and brands may not influence on potential major customers at all, of an image for the companies and brands may be degrade Accordingly, a space marketing is required as a distinguished strategic means in characterizing identities according to brands. Also, a design for communicating the space marketing with the customers is required. Therefore, the purpose and effects of the present research are to analyze how identity characteristics for brands and company images are reflected by analyzing a faadeof a hall for housing cultures, and are to analyze how they are recognized by customer.

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Application of Analytical Hierarchy Process in Strategy Priority Decision-making for Brand Communication by Korean Restaurants Overseas (계층분석과정(AHP)을 이용한 해외 한식당 브랜드 커뮤니케이션 전략의 우선순위 결정)

  • Cha, Sung-Mi;Yang, Il-Sun;Baek, Seung-Hee;Kim, Yoon-Ji;Jeong, Jin-Yi
    • Journal of the Korean Society of Food Culture
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    • v.27 no.3
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    • pp.274-284
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    • 2012
  • This study presents the Analytical Hierarchy Process (AHP) as a potential decision-making method for obtaining the relative weights of alternatives through pairwise comparison in the context of hierarchical structure. The aim of this study was to elicit prior strategies for brand communication for Korean restaurants overseas. We created a questionnaire and surveyed experts at government agencies, restaurant companies, and universities from October to November 2011. By applying the pairwise comparison matrix, relevance was perceived as a more important strategy evaluation criteria than effectiveness or urgency. The highest-ranked strategy was the 'Identification of the BI and positioning of Korean restaurants' followed by 'Development of Korean food content for overseas promotion', 'Development of locally customized Korean food recipes and new Korean menus', 'Development of marketing communication strategies for Korean restaurants by countries', and 'Development of Korean restaurant differentiation strategies'. The results of this study can be used for effective Korean food globalization by enhancing the competitiveness in the world market.

A Study of Korean Agri-Food Brand Identities for Expanding Exports to China (중국 수출확대를 위한 한국 농식품 브랜드 아이덴티티 정립)

  • An, Wook-Hyun;Cho, Woo-Chul;Kim, Chang-Hwan
    • The Journal of Distribution Science
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    • v.12 no.2
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    • pp.7-16
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    • 2014
  • Purpose - The purpose of this study is to target Chinese consumers of Korean agri-food through the analysis of agri-food brand identity images to set future directions for proposed agri-food exports to China. Since negotiations began for a free trade agreement (FTA) between Korea and China, some Koreans have worried about the Korean agriculture sector. The world trading system has undergone many changes in recent years. Since the start of FTA negotiations on agriculture, China and Korea have faced a heightened sense of crisis. China is trying to export agricultural products so actively that its agricultural exports could increase by more than 7% annually. China exported about one-tenth of its agricultural products to Korea in the period 2002-2010. Recently, the importance of brand identity has tended to increase, as the world becomes one unified market. In this situation, we should try to promote agri-food exports to China. It is very important to understand consumers' recognition of Korean food and the image of the Korean agri-food industry, to establish an export strategy. Research design, data, and methodology - This study targeted 2,800 adult men and women aged 25-59 years living in four major cities in China (Beijing, Shanghai, Guangzhou, and Qingdao) with a household income within the top 10% level in the China, using the one-to-one interview survey method. In addition, four groups by region (eight people per group) for a total of 32 groups were surveyed by using the focus group interview (FGI) research method, and impressions of imported agri-food were surveyed using 17 questions about fresh agri-food and 22 questions on processed agri-food. Factor analysis, brand positioning, biplot analysis, and so on, were carried out based on the results of these surveys. This research presents the brand identity of Korean food; according to the analyses, the brand identity is based on trust, safety, and attractiveness. Result - Factor analysis results showed that Chinese consumers expect four major qualities in imported fresh agri-food: freshness/safety, attractive appearance, premium branding, and excellent taste/quality. In the case of processed agri-food, it turned out that Chinese consumers are focused on safety/hygiene/freshness, health, and taste. In addition, in the fresh agri-food analysis by country, American foods had the upper hand; the image of American foods was also recognized as the most positive for processed agri-food. Meanwhile, according to the biplot analysis, Korean agri-food is strongly preferred for its appearance, but no country is strongly preferred as regards the level of freshness/safety that is expected by Chinese consumers. Conclusions - In this study, we analyzed the image of imported agri-food expected by Chinese consumers by reconstructing agri-food characteristics from the brand perspective. The research result shows that a Korean brand identity must be the ultimate goal for activities undertaken to enhance the image of Korean agri-food in the future. Additional research is needed because brand image can be formed through various channels.