• 한국벤처창업학회:학술대회논문집
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• 2009.08a
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• pp.45-64
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• 2009

국내시장의 개방화 추세에 의해 해외 농축산물 수입이 급증하고 소비자의 소득이 높아짐에 따라 소비의 형태가 품질우선으로 바뀌고 있다. 개별농가 및 정부. 지자체에서는 이에 대한 대응으로 농축산물의 브랜드화를 추진하고 있으나 지속적으로 브랜드 난립, 브랜드화 및 마케팅 전략 부재 등이 주요 문제점으로 지적되어왔다. 이에, 우수축산물을 실태를 분석하여 브랜드 마케팅 전략수립을 위한 브랜드 네이밍, 브랜드 디자인 등 브랜드 이미지개발에 대한 방안을 모색해보았다. 이는 기존의 주요 농산물 공동브랜드의 이미지 개발전략에 대한 분석을 함으로써 앞으로 공동브랜드 개발주체에게 브랜드화와 브랜드 이미지 개발방향에 대한 기초 자료를 제공할 수 있을 것이다.

• Asia Marketing Journal
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• v.10 no.3
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• pp.103-125
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• 2008

After having changed its corporate brand from LG Fire & Marine Insurance to LIG Non-life Insurance in 2006, LIG Insurance has successfully built the corporate image as the leading insurance financial group by engaging in extensive corporate social responsibility activities. LIG, as 'a partner for sharing precious moments of life', intended to provide customers a new value of an insurance by building up the new corporate brand. It established three values to be shared internally. First was to instill a brand value orientation within the organization. Second, the firm identified the brand's value to be delivered to the customers. Third, they defined the image objective to be communicated to them. Based on these set of objectives, the company designed and implemented an integrated marketing communication(IMC) strategy over several years. The result was a successful transition to the new corporate brand name.

• Proceedings of the Korean Institute Of Construction Engineering and Management
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• autumn
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• pp.238-241
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• 2003

Recently, construction companies is briskly doing brand marketing investment through the housing brand development. The importance of brand asset is increasing, the brand management is time to set for strong brand. But brand asset management so far has been done in manufacturing and service industry, there is no discussion about housing brand asset management of construction companies. It is aware that how important brand is, but we can't present data for brand marketing investment owing to absence of brand asset management method. Therefore, the purpose of this paper is trying to deduce importance degree of brand asset composite factor through the brand power research. Also it is to present guideline about brand management strategy.

• Korean journal of communication and information
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• v.61
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• pp.28-51
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• 2013

The present study analyzed the effects of brand extension on the existing parent brand by applying the media brand extension model which previous studies had suggested based on consumer based brand equity model. Based on previous studies, the present study constructed a research model in which pre-brand extension parent brand evaluation, brand portfolio quality variance, perceived number of brand extensions, perceived fit between parent brand and brand extended channel, and brand extended channel evaluation are supposed to affect post-brand extension brand extension evaluation, and tested the media brand extension feedback effects model through structural equation modeling. The analysis results show that pre-brand extension parent brand evaluation, brand portfolio quality variance, perceived fit, and brand extended channel evaluation affect post-brand extension parent brand evaluation while the effect of perceived number of brand extensions is not significant.

• Asia Marketing Journal
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• v.5 no.4
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• pp.48-71
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• 2003

본 논문은 기업들의 점증하는 체계적 브랜드 관리에 대한 필요를 인식하면서 이에 부응하기 위한 하나의 브랜드 관리 시스템을 제안하고자 한다. 일반적으로 전략적인 브랜드 관리는 브랜드자산의 구축, 브랜드자산의 측정과 진단, 브랜드 자산의 관리를 포함한다(Keller 1998). 그러나 이 논문에서 제안하고자 하는 브랜드 관리 시스템인 Brand Value-Up 은 주로 상표 자산의 측정과 진단에 관한 시스템이다. 이 논문에서 Brand Value-Up 을 제안하기 위해 우선 기존의 대표적인 브랜드 관리 시스템들을 검토하였다. 그리고 나서 이들의 미비점들을 분석하였으며, 나아가서 기존 시스템들의 미비점을 보완하는 시스템으로서 Brand Value-Up 을 소개하였다. 또한 Brand Value-Up 은 고객 중심의 브랜드진단 평가모델로서 결과지표 (Awareness Power, Functional Power, Image Power)와 성과지표(Brand Performance)로 구분하여 구체적으로 전략적인 시사점을 얻기 위한 모형으로서 제안하였다. 실제로 주요 국내 브랜드 (21 개 제품 106 개 브랜드)를 대상으로 한 분석을 통해 Brand Value-Up 의 활용 예를 보였으며, 마지막으로 이 시스템이 갖는 마케팅적인 의미와 시사점을 논의하였다.

• Journal of Korea Society of Industrial Information Systems
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• v.13 no.4
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• pp.155-172
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• 2008

This study empirically examined the structural relationships among components of interactivity, affective commitment, and components of brand equity in on-line brand community. Interactivity was conceptualized as 4 components such as mapping, personalization, responsiveness and connectedness. Components of brand equity include brand associations, brand awareness, and brand loyalty. Using a sample of 127 university students of on-line brand community members in Busan, we empirically examined the study model. The results of this study showed that components of interactivity except connectedness had a significant effect on affective commitment, which in turn, had a significant positive effect on brand associations, brand awareness and brand loyalty.

• Journal of Korea Society of Industrial Information Systems
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• v.25 no.4
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• pp.101-115
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• 2020

It is very important for companies to form a strong brand resonance to maximize profits, attract new customers, and prevent them from leaving existing customers. In this study, we examined the relationship between brand awareness factors and brand attachment leading to brand identity cognition, brand performance, and brand emotion, and verified how brand attachment plays a role in shaping brand resonance. As a result, it was confirmed that brand emotion among brand awareness factors is a key factor affecting brand attachment and forming brand resonance. In addition, if the perception of brand identity is established until the true brand resonance of consumers is established, they will experience the true value of the brand through differential performance on the brand, and further increase the emotional response of consumers. This led to deep solidarity with the brand and consumers through attachment to the brand, interacting with the brand and showing high brand empathy behavior.

• Korea Trade Review
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• v.42 no.3
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• pp.143-172
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• 2017

Chinese consumers get more interests in the brands which show the consumers with th trust rather than the those which provide consumers with excessive information on brand. Accordingly, this study aimed to find out that the antecedents of brand authenticity such as brand consistency, continuity, individuality, authority, ethics affect the brand aura through brand authenticity and surveyed data from a total 400 Chinese consumers for the analysis. As a result, this article is summarized as followings. First, brand continuity, individuality, authority affected brand authenticity but brand consistency and ethics did not have a direct effect on brand authenticity. Second, brand authenticity had positive effect on brand aura. This study provides information on the antecedents of brand authenticity of Chinese consumers. Further, it will provide meaning suggestion point of the importance of brand authenticity in establishing of brand aura.

• Journal of Digital Convergence
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• v.16 no.1
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• pp.293-303
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• 2018

This paper aimed to research the brand personality, brand equity, and brand value of Taobao and Jindong (JD) as well as the difference between the two brands. Chinese consumers receive the questionnaire survey in groups. A total of 321 questionnaires were distributed, of which, 162 for Taobao and 159 for JD. The findings, first, determine the brand personalities of Taobao(sincerity, sophistication, competence and excitement) and JD(competence, sophistication, and excitement). Second, find the influential relationship between brand personality and brand equity. For Taobao, the sincerity of personality has a positive impact on brand loyalty, image and perceived quality. The competence impact on brand loyalty, awareness, and image. The sophistication impact on brand image and perceived quality. Competence and sophistication of the JD personality impact on the brand equity. Excitement of JD impact on the perceived quality. Third, the brand loyalty and perceived quality of Taobao have a positive influence on the brand value; and brand loyalty, image, and perceived quality of JD have a positive influence on the brand value. In the future research, the findings of the research provide a theory basis for the brand management, and can take more consideration into the relations among other variables in the context of online shopping environment.

• The Korean Journal of Franchise Management
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• v.3 no.1
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• pp.26-45
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• 2012

Market players have realized the importance of brand power and tried to develop effective marketing programs which focus on consumer's brand experience. This study aims to investigate brand experience and brand personality effect on brand attitude which is overall consumer's faith toward brands and repurchase intention in food-franchised by Structural Equation Model. As results, both brand experience and brand personality affect brand attitude although brand experience has more influence than brand personality. As consumers show positive brand experience and attitude, repurchase intention is higher. Brand attitude plays a mediation role in the relation of brand experience and personality, and repurchase intention. Also brand experience shows more influence than others on repurchase intention.