• Archives of design research
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• v.16 no.2
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• pp.375-384
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• 2003

This study is on the strategy for establishing successful corporate brand image, by understanding the need for increasing brand value based on the level of brand recognition. In order to carry this out, the PICS (Product Image Concentration System) is suggested, which includes Brand Image Analysis on a high-level, Product Image Programming based on the result of the image analysis, and Product Image Coherency Assessment and Management, resulting in setting up a guideline for gaining competitive advantage and brand management. Brand Image Analysis is a method that utilizes image association to understand brand disposition by analyzing the association pattern among available visual materials to measure the corporate and brand image inclinations. As the next step, Product Image Programming establishes design philosophy and principles based on the analysis of brand image, and the Visual Programming is a process for visualizing the intended product image direction. Lastly, Product Image Coherency Assessment examines whether to incorporate design philosophy and principles or not to arrive at an agreed evaluation criteria for developing designs coherent with the brand image. The PICS (Product Image Concentration System) is a practical method for increasing a company' competitive advantage and managing brand. The expectation on this system is to provide a guideline for applying brand image in design process more objectively. For further study, diversification of image spectrum based on expressive keywords and comparative analysis on images as well as a product image interpretation program to understand the order of visual materials will be necessary.

• Journal of the Korea Convergence Society
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• v.10 no.11
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• pp.289-296
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• 2019

In the era of M-ICT (mobile information communication technology), it is becoming more and more important to establish a city brand image that is "user-centered" and creates a new experience of "interaction between people, people and things, and people and space". The experience of city users on the brand image of a city is the key factor to determine the competitiveness of the city, among which the user's research on the touch point of the city brand is particularly important. The purpose of this study is to enhance the user's brand experience and enhance the city's brand competitiveness. The research methods of this paper are literature review and investigation. Firstly, the background and purpose of the study are expounded, then the characteristics and ways of user experience touch points are defined through the document review, and the multi-latitude composition model of city brand touch points is proposed. By means of user investigation, the structural characteristics of high frequency touch points between digital touch points and physical touch points are obtained. According to the problems found in the investigation, the optimal design strategy of touch point is put forward in combination with the case. The innovation of this study is to study the relationship between the city brand and the touch point of user experience from the perspective of user experience, and propose a multi-latitude model of the touch point of city brand.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.14 no.4
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• pp.143-160
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• 2019

The domestic pharmacy market has undergone a lot of changes starting from the division of medicine. Along with the division of medicine, patients who had previously visited the pharmacy were moved to a hospital or clinic. As the pharmacy became more dependent on the illness and the clinic, the pharmacy began various activities to search for ways other than prescription drugs. At this time, the importance of distribution was emphasized around the time, and as the need to strengthen the competitiveness of pharmacies increased, they rapidly grew into the franchise market. Pharmacy franchise companies continue to lecture on academic management to strengthen the expertise of pharmacists' functions in line with the pharmacy market, which is different from ordinary franchise, in addition to private brand products for pharmacies, diversifying pharmacy handling items, And strengthening its market competitiveness. but research to support it are insufficient. As a research to help this, we analyzed factors affecting the intention of re-contracting and recommendation intention that affect the maintenance and expansion size of the drugstore franchise market. As a result showed the intention of re-contracting and the intention of recommending are affected by positive influence in brand trust. In addition, Brand Promise, Employee authenticity, Originality, Product excellence, Brand reputation, Brand identification, Educational Satisfaction were found to affect brand trust.

• Proceedings of the Korean Institute Of Construction Engineering and Management
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• autumn
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• pp.543-548
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• 2002

The brand value of apartment which affects not only sale percent and profit but also the worth of real estate is rising as an important point of apartment competition. But now the apartment brand market is occupied by some large-sized construction companies with strong recognition. So it's difficult for newly joined construction companies to enter the apartment market and the companies that made inroads into the market don't have the brand effects because of consumers' ignorance. Therefore, through the analysis of example from construction and industrial companies, I suggest the marketing strategy which consists of target market, positioning strategy, brand naming strategy, PR strategy and distinct strategy.

• Proceedings of the Korean DIstribution Association Conference
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• 2005.02a
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• pp.159-178
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• 2005

백화점 화장품 채널에서 중간 순위에 위치한 LG생활건강 오휘 브랜드는 자사의 약한 브랜드 파워를 고객관계전략을 통해 상쇄함으로써 고객충성도 및 매출 등의 시장성과를 제고시킬 수 있었다. 오휘는 자사의 CRM 활동에 대한 체계적인 리뷰를 통해 문제점을 파악하고, 이를 개선하기 위한 구체적인 전략들을 선정하였다. 선두 기업이 되기 위한 기반인 Critical Mass의 고객을 확보하고, 맞춤형 충성도 프로그램을 개발하여 고객 충성도를 증가시켰다. 또한 전략의 실행력을 높이기 위해서 현장의 직원들이 실제 고객들을 판별해서 편익 프로그램을 구현할 수 있도록 고객 등급을 단순화하였다. 마지막으로 CRM 활동이 전사적으로 자리 잡을 수 있도록 성공사례 공유를 통한 지식 확산과 더불어 성과보상 체계도 이에 연결시켰다. 이러한 일련의 활동을 통해 오휘 브랜드는 시장점유율의 상승 및 경쟁사보다 높은 매출 성장률, 고객만족도 제고를 이루었다.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.13 no.4
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• pp.1532-1540
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• 2012

The development and operation of brand programs can help regional Culture & Art Centers provide sustainable contents to local citizens. The study of domestic and foreign examples shows that successful, competitive brand programs share common characteristics: interactive features; systematization and manualization of programs and unique, individual, universal themes.

• 주택과사람들
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• s.195
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• pp.46-47
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• 2006

'참살이'가 유행하기 훨씬 전부터 환경과 건강, 그리고 편안함까지 갖춘 아파트를 개발하는 데 굵은 땀방울 흘린 건설사가 있다. 단순히 잠만 자던 '집'을 가족과 함께 사랑을 나누며 피로를 풀 수 있는 '휴식' 같은 공간으로 만들어낸 한신공영이 바로 그곳. 명실상부한 주택의 명가 한신 공영의 브랜드 가치와 경쟁력을 살펴보았다.

• Proceedings of the Costume Culture Conference
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• 2003.04a
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• pp.50-52
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• 2003

디지털 시대를 맞이한 오늘의 패션기업은 정보화ㆍ글로벌화 및 양극화된 고객의 욕구에 효율적으로 대응하기 위한 글로벌 전략이 요구되고 있는 실정이며, 아웃소싱은 차별화 된 소비자의 기호와 경쟁환경에 효율적으로 대응할 수 있어 경쟁력 강화의 주요한 수단으로 부각되고 있다. 지금까지 아웃소싱에 관한 많은 연구가 IT산업을 중심으로 수행되어 온 반면, 패션분야에서의 아웃소싱에 관한 연구는 초기단계에 있어, 점차 확산되어 가는 패션산업에서의 아웃소싱에 대하여 학문적 자료의 제시가 필요한 상황이다. (중략)

• 한국IT서비스학회:학술대회논문집
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• 2008.11a
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• pp.167-170
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• 2008

현재의 우리나라 웹 디자인 아웃소싱 업체 선정에서는 상세한 수준의 기준 제시가 이루어지지 못하였을 뿐만 아니라 기업 경쟁력 향상의 주요 요소인 디자인에 대한 경쟁력제고 방향 등이 부재하다. 고객 지향의 웹서비스를 개발하기 위해서는 웹 디자인 아웃소싱이 중요하며, 그에 따르는 정확한 지표 등의 개발이 필요하다. 본 논문에서는 기존의 웹 디자인 아웃소싱의 장단점을 분석한 후 새로운 웹 디자인 아웃소싱의 위험요인에 대한 가이드를 제안한다.

• Proceedings of the Korea Contents Association Conference
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• 2016.05a
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• pp.113-114
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• 2016

최근 젊은 층을 중심으로 웰빙과 다이어트가 트렌드로 자리 잡으며 탄산음료보다 설탕과 인공첨가물 등이 첨가되지 않은 탄산수의 소비량이 급증하고 있다. 이에 국내 탄산수 시장이 엄청난 성장세를 보이고 있으며 국내 외 탄산수 브랜드간의 경쟁이 치열해 지고 있다. 이러한 시장에서 경쟁력을 확보하기 위해서 소비자의 구매 욕구를 결정하는 중요한 요소인 패키지 색채의 연구가 필요하다. 본 연구는 현재 국내에서 유통되고 있는 국내 외 탄산수 각각 5개를 지정하여 패키지의 주조색과 보조색을 구분하고 비교분석하였다. 분석결과 한색계열의 색채를 주로 사용하는 국내 탄산수 패지키는 다양한 색채를 사용하는 수입 탄산수 패키지보다 주목성이 떨어짐을 알 수 있었다. 본 연구의 결과가 국내 탄산수 패키지 디자인의 경쟁력 강화에 도움이 되기를 기대한다.