• Title, Summary, Keyword: corporate identity

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Public Existence Responsibility, Corporate Identity, and Corporate Value Creation in Corporate Social Responsibility (기업의 사회적 책임(CSR)에 있어서 공적 존재로서 책임과 기업의 정체성, 기업의 가치실현에 관한 연구)

  • Kim, Young-Shin;Lee, Young-Ill
    • Journal of Distribution Science
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    • v.14 no.10
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    • pp.59-72
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    • 2016
  • Purpose - This study expands the corporate social responsibility (CSR) model and concepts by adding to it the concepts of corporate identity and public existence responsibility. Then, this study examines the structural relationship between corporate identity and public existence responsibility. This study contributes to expanding CSR to give customers a different perspective from previous studies in that it specifically measures corporate public existence responsibility, corporate identity, and corporate value creation and investigates the structural relationship. Research design, data, and methodology - This study addresses specific research questions. First, it asks whether non-financial performance is a component of CSR; second, it asks if the improvement in the corporate image should be treated as its corporate identity; and third, it tries to expand CSR concepts from corporate citizenship and public market awareness to public existence responsibility. The research hypothesis is formulated to confirm the relationships among CSR, corporate value creation, corporate identity, and public existence responsibility. Result - This study confirms that CSR has a positive correlation with corporate value creation and that CSR has a relatively positive correlation with corporate identity and public existence responsibility. Additionally, it confirms a positive correlation between corporate identity and public existence responsibility. However, corporate identity and public existence responsibility do not have an effect on corporate value creation. However, the influence of public existence responsibility confirmed the influence of corporate value creation through corporate identity as a mediating variable. Conclusion - This study argues that CSR produces more general performance including both financial and non-financial performance. It also confirms that the goals and performance of CSR can substitute for corporate value creation from general performance. It further confirms that public existence responsibility includes market public awareness, corporate images, and corporate associations. It suggests that corporations should see themselves as having public existence responsibility. Further, they should devise strategies to build corporate identities that associate with corporate goals and visions. Finally, this study contributes to the expansion of perspectives on CSR theoretical concepts and goals of performance of the corporation throughout the corporate value creation process.

Study on Service Identity and Identity Framework

  • Kang, Hwa-Sun;Pan, Young-Hwan
    • Journal of the Ergonomics Society of Korea
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    • v.31 no.1
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    • pp.33-40
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    • 2012
  • Objective: Service industry has become the most important industry among various economic activities, as the percentage of service related industry in advanced nations is over 60% of their GDP and the percentage of service industry in South Korea, a traditional manufacturing nation, now takes up over 60% of the entire economy. Background: Such industry paradigm shift has changed consumers from those that simply purchased products into groups of people that evaluate the companies that manufacture products, thereby further intensifying competition among companies and increasing the importance of integrated communication between companies and consumers. However, the excessive existence of sub-identities that have been developed for integrated management of the existing corporate identities, as well as the undifferentiated general management strategies by companies are creating confusion not only for consumers but also for various corporate interest parties. In addition, service identity strategy has become the most important strategy than any other sub-identity strategies in forming corporate identity at the increased importance of corporate service in the era of service industry. However, the current domestic circumstance is that the concept of service identity has not been well established through specific related studies. Method: Accordingly, the existing academic and field studies on the corporate identity(CI), brand identity(BI) and product identity(PI) used for the communication with consumers were reviewed in this study to establish and summarize the concept of service identity(SI) that appeared at the service economization. Results: The purpose is to examine the kind of change that could be brought about by SI for the corporate integrated identity strategy developed through the existing corporate, brand & product image in order to present a new direct in corporate identity strategy according to the industry paradigm shift through a SI centered new corporate identity framework. Conclusion: For preparing the new era of service industry, the corporate integrated identity strategy must be integrate with concept of service identity and which is essential to differential from other companies. Application: The proposed concept and framework of service identity on this paper will help to understand and clearly define why service identity is important factor of the new idea of corporate identities.

The Effect of Green-oriented CI Visual Design on Corporate Image (기업이미지에 대한 환경친화적 CI 비쥬얼 디자인의 효과)

  • Na, Kwang-Jin;Park, Hye-Sang;Kwon, Min-Taek
    • Science of Emotion and Sensibility
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    • v.11 no.3
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    • pp.339-356
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    • 2008
  • The purpose of this research was to identify the difference between expected and actual corporate image in the market and to verify the possibility of green-oriented corporate identity (CI) visual design as a useful method for communicating with consumers. In addition, this research suggests how green-oriented CI visual design can effectively convey corporate image to consumers. The methods of research used to achieve this aim were case studies and questionnaire surveys. In regard to the results, the difference between consumers'perceived favourable corporate image and companies' expectation about corporate image was found. Moreover, the results show that green-oriented visual identity (VI) design can improve corporate image. In turn, the gap between the expected and actual perception of corporate image can be decreased through green-oriented design. Based on these results, a method of effective development for green-oriented VI design is recommended.

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A Study on the Environmental Design Brand for the Vitality of Corporate Image (기업이미지 강화를 위한 환경디자인의 브랜드화에 관한 연구)

  • 남경숙
    • Korean Institute of Interior Design Journal
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    • no.41
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    • pp.55-62
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    • 2003
  • The purpose of this these is to study on the environmental design brand for the vitality of corporate image. To achieve the purpose of this study, the methods and contents are as follows: 1. Conforming the concept of the corporate environmental design brand. For that explaining the definition and the tradition of brand and the meaning of corporate identity and corporate environmental design system. 2. Explaining the factors of the corporate environmental design. For that 1) explaining the expression of the corporate identity 2) Explaining the expressive factors of the corporate identity. For that, studying the style and the theme. 3. Studying the cases of the corporate environmental design brand. By these methods and contents, we will study environmental design brand for the vitality of corporate image.

A Study on the Identity of News in the Web (인터넷 신문 사이트의 Web Identity에 관한 연구)

  • 김윤경
    • Archives of design research
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    • v.14 no.3
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    • pp.165-176
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    • 2001
  • A corporate identity is an expression of a company's personality and philosophy. From Trademarks to Letterheads, most of companies are eager to show up themselves to the audience. Nowadays the Web has quid(Iy emerged as the most influential communications media for the public. In aspects of this situation, traditional corporate identity program has to change to accord with the new media. Especially print media news has broaden their line to the Web, but most of them are lacking in the express their Identity, Therefore, it is an urgent problem to find their Identity on the Web site. In this paper, I am going to analyze the new aspects of identity in the news site on the web.

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A Study on the Franchise identity design (프랜차이즈 아이덴티티 디자인에 관한 연구)

  • Kim, Hun
    • Archives of design research
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    • v.15 no.1
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    • pp.349-358
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    • 2002
  • CIP, or Corporate Identity Program is a program to standardize, conforming to a set of regulations, various visual media which form a corporate environment based on the concepts drawn from the corporate strategies in order to actively create a planned but ideal corporate image. However, both the recent corporate renovation and the emergence of a new type of corporations prompted by a rapid change in an corporate environment caused the existing corporate concepts to be adapted to such a change. Particularly various visual media related to a corporate image are getting digitalized, and the emergence of a new and varied type of visual media give rise to a new pattern of the identity design accommodating such changes. It may be improper and insufficient for the existing CIP to be applied on the franchising business which is considered most suitable for the new corporate environment. Business firm's office work has long been operated in an computing environment where the computer does all the work, and an individual home as well as small business began widely using the computer. It may therefore be necessary that the corporate identity design for the franchising business should include not only the use of visual media but new, ultramodern information media as well, departing from the CIP heavily centered on the usual print media. This study, for this reason, separates the identity design for the franchising business from the existing CIP to call it FIP, or Franchise Identity Program, and discusses its concept and details.

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A Study on the Uniform Design for Corporate Identity of College -With a focus on G College Uniform Design- (이미지 통합을 위한 대학의 유니폼 디자인 연구 -G 대학 사례연구를 통하여-)

  • 권윤경;채선미
    • Journal of the Korean Society of Clothing and Textiles
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    • v.28 no.6
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    • pp.842-853
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    • 2004
  • This research was conducted to develop uniform designs as a part of CIP(Corporate Identity Program) for Corporate Identify of G College. A uniform is the dress of a distinctive design or a fashion worn by members of a particular group. Therefore, the uniform should provide the user with pride and distinction for a company or a college in wearing the uniform. The method and procedure of this research was as follows: First]y, we examined CIP(Corporate Identity Program) expressing 'visual Image' of G College such as symbolic marks and colors and logos and investigated the actual conditions of G College uniform and the others. Secondly, we decided the direction of the design concept to reflect the investigated results. Thirdly, we designed the new uniforms by the design process considering of the essential factors of a uniform. for example functional, beautiful, symbolic aspects.

A Study of Flexible Identity Design System (가변적 아이덴티티 시스템에 관한 고찰)

  • Kim, Min
    • Archives of design research
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    • v.13 no.3
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    • pp.303-312
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    • 2000
  • Identity Design System, based on the principle of market economy, has developed over last half a century. The essence of identity program is to establish the corporate Image from dispersion to integral ion through design. There is no doubt that identity design became an inevitable necessity as a market In tool . The circumstance of corporate identity, however , has been changed since the revolution of telecommunication by computer which had an important effect upon today's market The development of computer communication allows people with different taste to achieve their needs from var ious kinds of information. Today's market is shitting from uniformity to diversity It is more difficult to create a corporate Image through conventional method. To meet the challenges of today's market, the communication of corporate identity will ultimately reflect the complexity of the market by adapting the flexible conoept of identity design. The level of flexibility in identity system should be determined depending on the management and market Eng strategy. Flexible Identity System (FIS) would be the best solution for some cases such as; a company with various fields, a company with sensitivity to the contemporary trend, and a company with an emotional appeal to consumers. FIS, with the capacity of a chameleon, can not only adopt the various circumstantial flanges, but also maintain the up-to-date corporate image .

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A Study on the Corporate Identity Development of Ministry of Unification (통일부 CI에 관한 연구)

  • 이승윤
    • Proceedings of the Korea Society of Design Studies Conference
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    • pp.64-65
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    • 2000
  • 본격적인 CI(Corporate Identity) 개념의 출발은 2차 대전 이후로 보는 견해가 지배적이다. 그 배경은 과학기술의 발달로 각기 다른 기업에서 생산한 동종 제품의 질적 차이가 거의 없어지면서, 제품을 생산 또는 판매하는 기업의 이미지가 고객의 주요 구매 동기요인으로 작용함에 따른 것으로, 기업의 호의적 이미지 재고를 위해서라 할 수 있겠다. (중략)

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A Study on the Visual Experience of Users about Corporate Image and Design Identity from the Perspective of Design Management Strategy - Focus on Design Management Case of KT Communication Service Corporation - (디자인 경영전략 관점에서 디자인 아이덴티티를 통한 기업이미지에 대한 사용자의 시각적 경험 연구 -통신서비스기업 KT의 디자인경영 사례를 중심으로-)

  • Heo, Jin Ju;Ko, Hye Young;Kang, Leehwan
    • Journal of Korea Multimedia Society
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    • v.19 no.5
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    • pp.957-969
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    • 2016
  • The corporate image is one of the key elements improving competitiveness of the business, and is conveyed to the public through a design management strategy and its activities with design identity. Therefore, it is important to enhance the corporate image through systematic design management. Recently, in the field of communication services, as a technical gap between corporations has been narrowed, and the importance of design has been magnified, more and more corporations have adopted the design management. It is, however, not easy to build and convey the corporate image to the public systematically, because not only do the corporations run a communication service, the corporations face various business areas and targets. In this study, we analyzed the relationship between the intended image of the corporate and users' visual experiences based on the surveys on the case of KT, which pioneered design management and has made outstanding design results. According to the result, KT's strategic image concepts have positive effects on users' visual experience in each subarea of its design identity. In conclusion, it is necessary to narrow the gap between users' experiences and images that a corporate intends to convey through continuous research on users' experiences and improvement in a design management system.