• Title/Summary/Keyword: 국내브랜드

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기술개발성공사례 - 스텐더드 텔레콤

  • Korean Federation of Science and Technology Societies
    • The Science & Technology
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    • v.29 no.2 s.321
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    • pp.70-71
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    • 1996
  • 삐삐가입 1천만명시대. 국내 무선호출기 초소형화에 앞장서서 입지를 굳힌 '스텐더드 텔레콤'은 자체 기술력으로 '컴팩', '튜티'등을 개발, 국내 수신율 1위를 지켜나가고 있다. 닉소(NIXXO)로 브랜드를 바꾼 스텐더드 텔레콤은 문자삐삐 '닉소알파'와 라디오삐삐 '닉소탑'을 내놓아 직장인과 학생들에게 큰 인기를 끌고 있다.

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Pasteur Brand Storytelling Campaign (파스퇴르의 브랜드 스토리텔링 캠페인)

  • Lee, Yong-Jae
    • The Journal of the Korea Contents Association
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    • v.11 no.8
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    • pp.142-149
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    • 2011
  • This study analyzed the brand storytelling campaign of Pasteur drink-type yogurt 'Quebyon'. The basic idea of research comes from how unique brand name is able to success in Korean yogurt market. Pasteur storytelling campaign has focused on the product's branding and positioning. For analyzing the research, Brand Stewardship Model(BSM) which based on consumers' perspectives has been used. For successful storytelling campaign of Pasteur, strong brand name is needed. Pasteur has decided the brand name 'Quebyon' which means good movement of the bowels in accordance with the research results. And the positioning has been decided 'attack inside (the body) if it does not evacuate'. For powerful positioning, three criterions are decided. They are including harmony with the brand name, differentiation with competitors and easiness with memory. Finally, the Pasteur product dominates the Korean Bulgarian-style yogurt market. The success comes from the harmonizing of Quebyon yogurt's branding and positioning. In other words, the branding and positioning strategies were working effectively to the consumers. In conclusion, this study has proved why branding and positioning strategies are so important in brand storytelling campaign.

Study of Integrated Brand Communication in Clean Beauty Cosmetics (클린뷰티 화장품에 나타난 통합 브랜드 커뮤니케이션 연구)

  • Lee, Young-Hwa
    • Journal of the Korea Convergence Society
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    • v.12 no.4
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    • pp.161-169
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    • 2021
  • 'Clean beauty' attracts attention with an increasing interest in cosmetics without harmful ingredients as people wear masks in the age of COVID-19. Thus, this study selected and analyzed clean beauty cosmetic brands circulated in Korea on/offline in 2020. This study extracted 36 clean beauty brands and selected 20 suitable brands through an experts' analysis. For an analysis of clean beauty cosmetic brand communication, components: naming, logo, color, package, and website were drawn to conduct a survey. Preferred were the words they come up with when they think of nature or health for naming; wordmarks in a simple form for logo; greenish or yellowish for color; the simple form aligned center on the container body for package; and the images of plants, animals, and humans for website. To sum up the components, utilizing natural, clean, and light images harmoniously, acted as a factor for preferring the clean beauty cosmetic brands.

A Study of the Beauty Brand Experience Case Using Metaverse (메타버스를 이용한 뷰티 브랜드 경험 사례에 대한 고찰)

  • Kim, Na-Yeong;Kim, Gyu-Ri
    • Journal of Industrial Convergence
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    • v.20 no.11
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    • pp.185-190
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    • 2022
  • Since COVID-19, digital transformation has been taking place in the entire industry, and Metaverse is attracting attention as an untect service. Therefore, this study aims to find out about brand experience marketing cases using metaverse targeting beauty brands. This study reviewed previous studies related to metaverse marketing and beauty brand marketing. SK-II, Christian Dior used VR technology to provide users with contents and experience of brand products, and L'Oreal, Sephora, Laneige used AR technology to provide virtual makeup applications. It's believed that this experience marketing will have a positive effect on customers' purchase intention and its importance will increase further to target Z Generation. It's expected that this study can be used as related data in the metaverse and experience marketing of beauty brands, and research on metaverse marketing should be continued in the beauty field.

A Case Study of Collaboration between Global Luxury Fashion Brands and Korean Contemporary Artists (글로벌 명품 패션 브랜드와 한국 현대 예술가의 콜라보레이션 사례 연구)

  • Park, Keunsoo
    • The Journal of the Convergence on Culture Technology
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    • v.9 no.4
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    • pp.13-22
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    • 2023
  • Recently, global luxury fashion brands such as Gucci, Saint Laurent, and Louis Vuitton have been showing special interest in Korean contemporary artists and actively collaborating with them. This can be said to be a new change that is distinguished from previous collaborations of fashion brands. Therefore, this study investigated the cases of collaboration between global luxury fashion brands and Korean contemporary artists, and analyzed the types and characteristics to examine the trends and characteristics and draw meaning. As a result, fashion brands combine the characteristics of Korean art works of various genres with the brand concept and pursued values to create new sensibility and high value-added products. It can be seen that the intention was to prepare a place to draw out. In addition, it was found that collaboration was also utilized in terms of marketing so that domestic customers could visit the brand store with a sense of familiarity by utilizing Korea's artistic and cultural sentiments. Based on the results of this study, we intend to provide basic data for the development of creative contents for various collaborations between fashion and art that can help develop the modern fashion industry.

Linguistic Characteristics of Domestic National Men's Wear Brand Names (국내 내셔널 남성복 브랜드명의 언어적 특성)

  • Rha, Soo-Im
    • Journal of the Korea Fashion and Costume Design Association
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    • v.16 no.1
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    • pp.91-103
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    • 2014
  • In this study, 70 national brands among men's wear brands were selected to examine linguistic characteristics of domestic national men's wear brand names. Linguistic factors which were used in national men's wear brand names were analyzed to understand their characteristics. Formative and semantic characteristics of each brand name were analyzed on the basis of the results from previous studies. It was found that long words with over four syllables are preferred than short words and single words in the form of noun are frequently used for domestic national men's wear brand names in terms of linguistic formality. English is most widely used in brand names, and European languages such as French, Spanish, and Italian are also used frequently under the influence of the country of origin. Next, the analysis result on the semantic characteristics of domestic national men's wear brand names showed that descriptive brand names are used to convey brand information directly and easily, or freestanding brand names which are absolutely irrelevant and newly coined words are chosen to create a characteristic image. In other words, brand names represent detailed business and product category of men's wear by forming a brand image of men's wear (ex. Man, Homme, Zio), and provide the information about properties and benefits related to the product such as dignity, masterpiece, and luxurious lifestyle to consumers by presenting the concept of the brand.

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Comparison of Progressive Addition Lenses Standards (누진 가입도 렌즈의 규격 비교)

  • Moon, Byeong-Yeon;Paik, Sun-Mok;Yu, Dong-Sik
    • Journal of Korean Ophthalmic Optics Society
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    • v.14 no.1
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    • pp.1-7
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    • 2009
  • Purpose: To improve the quality of Korean progressive addition lenses, we measured the optical and geometrical elements of them and evaluated their qualities. Methods: We have measured the refractive power, the thickness at optical center and prism power for home and foreign progressive addition lenses which were distributed in the domestic market, and then have done a comparative analysis according to international standards. Results: The qualities of Korean progressive addition lens were on an equal footing with famous foreign brand products, but they were out of tolerance in a few cases. Conclusions: The careful attention is required to progressive addition lens, therefore, it is considered that more precise quality control is an essential element to strength the competitiveness of Korean products in the world market.

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A Case Study on Marketing Strategy of Parkland: Based on Business Innovation (파크랜드의 마케팅전략 사례연구: 경영혁신을 중심으로)

  • Jeon, Jung Ok;Cho, Bong Jin;Hong, Sung Tae
    • Asia Marketing Journal
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    • v.7 no.3
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    • pp.161-176
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    • 2005
  • Ever since Parkland corporation went into domestic men's fashion market with his own brand 'Parkland' in 1988, the company accomplished enormous sales increase compared to competitors and attained steadfast positioning as a leading brand with competence. This case study deals with the parkland's systematic efforts mainly focused on integrated business innovation such as production, distribution, and management innovation, and shows Parkland's differentiated marketing strategy which leads to outstanding business performance. And, strategic implications to succeed in the long run are followed.

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Graphic and Visual Solutions of Brand Renovation for Kolon Mode and 5 Other Brands (브랜드 리노 베이션을 위한 BI 개발에 관한 연구 -코오롱모드 및 5개 브랜드의 BI개발 사례를 중심으로)

  • 박진숙
    • Archives of design research
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    • v.13
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    • pp.139-150
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    • 1996
  • This study is to develop brand renovation identities for kolon mode and 5 other brands: Arthur dixon, Arpeggio, Manstar, Just, Bella. Since those brands have their own identities for about 10 to 20 years, new images have to be made very carefully based on the examination of old identities whether they fit their concepts. lifestyle of their consumers, fasion trends and so on. The typical way of adopting a renovation identity for a existing brand is to consider a transition part which never needs to be considered for a new brand.

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A Study on the Ways of Improving City Brand through Analysing Landscape Elements of International Entrance (국제관문의 경관요소 분석을 통한 도시브랜드 제고방안에 관한 연구 - 김해국제공항을 대상으로 -)

  • Shin, Eunho;Kim, Jonggu;Ban, Sihyun
    • KSCE Journal of Civil and Environmental Engineering Research
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    • v.41 no.2
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    • pp.173-180
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    • 2021
  • Recently, the importance of competitive cities has emerged, and many cities around the world are striving to gain competitiveness. Domestic cities are also enhancing their competitiveness by taking advantage of the city's uniqueness and locality with strategies differentiated from other cities, and interest in city brands is increasing. This study seeks to enhance the city brand by improving the landscape elements of the airport, a representative international entrance. Through Instagram's hashtag function, it aims to derive elements of landscape preferred by airport users and to find ways to enhance Busan's city brand based on them.