• Asia Marketing Journal
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• v.13 no.4
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• pp.227-251
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• 2012

This study analyzed Woori Investment and Securities' industry-leading marketing from both a brand management and a marketing decision-making perspective. By executing a different marketing strategy from its competitors, Woori Investment and Securities recognized recent changes in the asset management and investment markets as an open opportunity, and quickly responded to the market changes. First, the company launched the octo brand as a multi-account product, two years before its competitors offered their own products. In particular, it created a differentiated brand image, using the blue octopus character, which became familiar to the general financial community, and was consistently employed as part of an integrated marketing communications strategy. Second, it executed a brand expansion strategy by sub-branding octo in a variety of new financial products, responding to rapid changes in the domestic financial and asset management markets. Through this strategic evolution, the octo brand became a successful wealth management brand and representative of Woori Investment & Securities. Third, it has converged market research, demand and trend analysis, and customer needs acquired through various customer contact channels into a marketing perspective. Thus, marketing has participated in the product development stage, a rarity in the finance industry. Woori Investment and Securities has a leading marketing system. The heart of the successful product creation lies in a collaboration of their customer bases among the finance companies in the Woori Financial Group. The present study suggested a corresponding strategy for octo brand, which is expected to enter into the maturity stage of its product life cycle. In addition, this study found a need to modify the current positioning strategy in order to position and preserve sustainability in the increasingly competitive asset management market. It also suggested the need for an offensive strategy to counter the number one M/S company, and address the issue of cannibalism in the Woori Financial Group.

• Knowledge Management Research
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• v.25 no.1
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• pp.43-66
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• 2024

In an era where digital technology reshapes brand-consumer interactions, this study examines the influence of Nike's Run Club and Adidas' Runtastic apps on loyalty and advocacy. Analyzing 3,715 English reviews from January 2020 to October 2023 through text mining, and conducting a focused sentiment analysis on 155 'recommend' mentions, we explore the nuances of 'hot loyalty'. The findings reveal Nike as a 'companion' with an emphasis on emotional engagement, versus Runtastic's 'tool' focus on reliability. This underscores the varied consumer perceptions across similar platforms, highlighting the necessity for brands to integrate user preferences and address technical flaws to foster loyalty. Demonstrating how customized technology adaptations impact loyalty, this research offers crucial insights for digital brand strategy, suggesting a proactive approach in app development and management for brand loyalty enhancement

• Asia Marketing Journal
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• v.8 no.3
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• pp.101-121
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• 2006

This case study explores various marketing strategies of Grundfos Pumps Korea Inc. that has become a front-runner in the industrial pump market of Korea as the enterprise that got into the business later. Grundfos Group, a multinational company with its head office in Denmark, has acknowledged diversity of each country and has granted its subsidiary companies with discretionary power so that they can establish marketing strategies suitable for the market they were competing in. Grundfos Pumps Korea has been very successful in its localization and differentiation of marketing strategies. First, Grundfos Pumps Korea achieved the trust of their customers by its high quality and consistent pricing strategies and has expanded its market very successfully with continuous product innovation and new product ideas. Second, it increased its brand awareness and recognition by brand differentiation along with the product differentiation strategy, which is exceptional in industrial market. It has conducted creative marketing activities and strategies to build brand equity and successful customer relationship management.

• Asia Marketing Journal
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• v.11 no.4
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• pp.69-93
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• 2010

In this research, through experiments, we show that incongruity of color between mediums has positive influence on brand attitude in terms of integrated management of brand. We also present that self-image congruence of 'brand-consumer' has moderating effect on such influence of color incongruity. Mediums were limited to the ones that magnifying visual influence in order only to observe influence of color. With the same reason, visual factors other than color were coherently set or held constant and we chose brands with either low familarity or no previous knowledge. As a result, we find that brand attitude by the incongruity of color between mediums was higher compared to brand attitude by the congruence of color. In case with lower self-image congruence of brand-consumer we show higher change in attitude compared to the one with higher self-image congruence of brand-consumer. We believe our findings are interesting to note that brand may be enhanced by forming positive brand attitude through brand expression i.e., color of visual factors. In addition, we suggest that level of congruence and diversity of brand expression is in fact deeper or wider than that of brand manager's intuition. We see that it is possible for studying brands the incongruity which has been studied as a strategy to reposition mature brands can be a way of improving the recognition on new brands.

• Management & Information Systems Review
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• v.28 no.2
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• pp.69-94
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• 2009

As the internet environment develops, internet has already been being established as important tool of business marketing and branding. The goal of this study is in search for internet brand community quality characteristics, testing an effect of internet brand community quality on usage intention of community user. Data has been collected from 294 respondents during september of 2006. The questionnaire method was adopted to collect the data for this study. The research was conducted by using SPSS 12.0 and AMOS 5.0. It was found that as follows; First, Internet brand communities are characterized by system quality, service quality, and information quality which are also the traits of free contents in ordinary websites and on-line community site. Second, Traits of Internet brand community were related positively to perceived ease of use, usefulness, flow and social interaction of internet brand community user. Third, the factor that affects internet brand community usage intention was perceived ease of use, usefulness, flow, enjoyment and social interaction. Based on the results, the study offers marketing strategic implications for internet brand community site provider.

• Journal of Agricultural Extension & Community Development
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• v.21 no.3
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• pp.215-241
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• 2014

As brand has increasingly influenced on marketing activities, local government, agricultural enterprises, and individual farmhouses autonomously develop and promote their own brands in the field of agrifood. Among developed brands, however, it could be possible for products with having no competitiveness and continuous control to lapse in the marketing. This study aimed to try develop to brand equity model in order for agri-food brands to evaluate and complement in the agricultural company. For doing this, ERRC were administered to interview the brands experts to discuss rice. The results of the analyses indicated that the areas with attribute weight of assets may consider bonding with customers for enhancing the value in the brand equity.

• The Korean Journal of Franchise Management
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• v.5 no.2
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• pp.51-67
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• 2014

Looking at the case of countries or companies, the success and failure can be found a certain repetitive 'Pattern'. In this paper, global franchise company factors determine the success or failure of the Burger King on the market dynamism perspective, and looked to discuss its implications. The success or failure of a company in a country like pattern of the growth and erosion and stagnation and decline, and the pursuit of sustainable growth through relentless improvement reactivated. Burger King has more to strengthen brand equity oriented by the world's best restaurant through the development of aggressive marketing activities in the global market to regain its former glory.

• Asia Marketing Journal
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• v.9 no.1
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• pp.73-102
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• 2007

The paper aims to examine the relationships among a company's design, brand, and reputation orientations. DBR (Design, Brand, Reputation) have been regarded as invisible growth engines for companies and draws a lot of interests among Brand, PR and IR mangers recently. We have tested 3 hypotheses and have developed a relationship mechanism how to develop those three key intangible marketing assets. We have conducted 131 interviews with company managers who are involved in DBR activities, used Structural Equation Model (SEM) to estimate those relationships. It was found that a company's design orientation influenced the company's brand orientation positively and this brand one influenced reputation orientations consequently. However, design orientation does not show any significant relationship with a company's reputation orientations. Thus, there is a D->B >R chain mechanism concerning these 3 intangible marketing assets. Finally, the implications of this study and suggestions of further studies are discussed.

• Science of Emotion and Sensibility
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• v.14 no.3
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• pp.445-458
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• 2011

This study aims to propose management items and implementation plans that can be used to manage the following topics: what components should be managed to ensure effective implementation of design leadership, which is critical to today's business management? And are all parts of a company established in accordance with the brand concept, thereby ensuring brand-oriented design leadership? Firstly, this study divided the components of design leadership management into, in a broad sense, vision, culture and platform, established sub-components that should be considered in managing each higher component, and suggested implementation plans for each component. Secondly, the implementation plans for each component were classified into workforce structures, development of brand penetration programs, distribution of time and material resources and application of identity programs. Also, each classified item was further categorized and detail implementation plans for each item were suggested. The outcomes of this study can be utilized as guidelines to evaluate whether each component is properly managed in implementing design leadership. It is also expected that these will serve as useful guides for designers, managers and consultants.

• Journal of Industrial Convergence
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• v.22 no.2
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• pp.33-43
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• 2024

This study aims to test the relationship between brand embeddedness and cross-selling intention, as well as how customer satisfaction affects as mediator its relationship. The data set includes 258 consumers using a specific smartphone brand and we gather the data by conducting a survey. We use structural equation modeling to verify hypotheses and do nonparametric bootstrap approach for additional analysis of the mediating role of customer satisfaction. The results of analysis are as follows. First, it has been shown that barnd embeddedness positively affects customer satisfaction and cross-buying intention. Second, customer satisfaction is found to have a positive effect on cross-buying. By combining these results and additional analysis, we confirm that the direct effect of brand embeddedness is more effective for cross-buying intention than the indirect effect of customer satisfaction. The results of this empirical analysis show the academic value that brand embeddedness as social capital can be a antecedent for cross-buying intention. In addition, this study suggests the need for brand practitioners to increase the embeddedness of customers related to the brand and consider the mediating role of customer satisfaction together in order to increase cross-buying.