• Digital Contents
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• no.10 s.161
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• pp.118-121
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• 2006

'인생은 누가 더 대단한 이야기를 가지고 있는 기의 싸움'이라는 말이 있다. 곰곰이 생각해 보면정말 고개를 끄덕이게 하는 말인것 같다. 브랜드도 마찬가지이다. 사람의 인생과 마찬가지로 브랜디도 결국에는 어떤 브랜드가 더 대단한 이야기를 가지고 있는 가의 싸움이 되는 것이다. 이야기 싸움이니까 이야기를 가장 먼저 시작한 브랜드가 유리할 것이다. 역사성에서 앞서는 브랜드, 즉 업계에서 최초로 등장한 브랜드가 유리하다는 것이다. 아무래도 이야기를 가장 먼저 시작했으니 이야깃거리도 최초의 자리를 차지하고 있던 시간 만큼에 비례해 많아지게 될 테니 말이다. 후발 브랜드라면 선발업체들보다 훨씬 큰 이야깃거리를 꾸준히 제공해야 겨우 역사성에서의 열세를 만회할수 있을 것이다. 이것이 바로 이야기로서의 브랜드의 두 축인 'History'와 'Story'이다.

• Journal of Industrial Convergence
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• v.16 no.4
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• pp.9-17
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• 2018

Chinese Time-honored Brand is a treasure of China's industry and commerce. It is built by several generations of people with sweat and has a very profound historical and cultural heritage. When it comes to time-honored brands, each brand is quite famous. However, with the rapid development of economic globalization and the huge change of marketing environment, the survival and development of the Chinese time-honored brand have been challenged and impacted. In order to explore the Chinese time-honored brand further, this article analyzes the existing problems of brand communication and puts forward the effective resolution strategies through elaborating the current situation of Chinese time-honored brand from the perspective of brand communication.

• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.1
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• pp.1-16
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• 2013

This study identified the effects of history length and brand legitimacy succession on Brand Historicity (BH) in Fashion Brand Stories and Brand Attitude (BA) with Consumer Orientation (CO). The study conducted an experiment where participants were surveyed after reading a manipulated brand story composed of 2 kinds of brand historicity, brand establishment year (150 years, 70 years, and 20 years) and legitimacy succession (legitimacy succession and legitimacy handover). The results are as follow. First, the sub-dimensions of Brand Historicity appeared to be brand uniqueness, traditionality, symbolism, and managerial traits. Second, brand legitimacy succession types influenced the perceptions of BH with CO. Third, brand legitimacy succession types influenced the perceptions of BA1 (rational brand attitude) and BH1 (brand uniqueness), BH2 (brand traditionality) with CO, which were BA's sub-dimension. Forth, the consumer orientations that influenced BH and BA appeared to be nostalgia orientation, conspicuous consumption orientation, and fashion orientation; however, uniqueness pursuit orientations influenced only BH.

• Design Convergence Study
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• v.16 no.1
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• pp.203-216
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• 2017

There are many definitions around brand. It complexify academic literature. Thus, this study collected meaningful definitions among many statements about brand and analyzed and classified them by available perspectives. This is especially necessary contents in domestic brand study, which is short of concept research about brand. Various literatures are refereed to brand definition introduction. But to etymological definition, several European linguistic theses are deeply reviewed and to institutional definition, wide range of information such as history, law and society is refereed. Total brand definitions are classified in . It is divided into 2 parts which are non-commercial context (etymological and institutional definition) and commercial context (producer, customer and the relation or interaction between producer and customer). In etymological definition, the word origin is clear word 'brandr' which means 'burning wood' and cattle-brand made this 'brand'. In legal definition, legal and institutional meaning of 'trademark' is examined. Etymological definition and institutional definition are fundamental and lexical definition which show brand history. These are foundation stones in brand studies.

• Patent21
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• s.91
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• pp.6-14
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• 2010

지금 대한민국은 우리 술 막걸리로 술렁이고 있다. 한때 우리나라 사람들에게 천대받던 막걸리가 이제는 한반도를 넘어 해외시장으로까지 진출하고 있다. 오늘날 막걸리 열풍이 있기까지의 역사적 변천과정과 앞으로 막걸리를 브랜드화 하는데 있어서 염두에 두어야 할 사항들에 대해서 집중해보고자 한다.

• Patent21
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• s.74
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• pp.42-44
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• 2007

• 주택과사람들
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• s.200
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• pp.80-81
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• 2007

• Management & Information Systems Review
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• v.39 no.2
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• pp.113-126
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• 2020

This study suggested implications by dividing the concept of brand origin into national image and manufacturing capacity image, verifying the direct impact of these variables on brand trust and brand loyalty, and verifying the difference between products with the effect on brand trust of brand origin, which is the result of verification. The specific implications of this paper are as follows. First, brand origin does not directly affect brand loyalty, but it can have a direct impact on the preceding variable, brand loyalty. This study may conclude that it is desirable to define the factors that affect the purchase selection indirectly through the assessment of product properties or positive effects on brand image rather than having a direct impact on product purchase or selection. Second, the difference in brand origin influence by product characteristics was very evident. Past studies were limited to a few products, so pan-product testing was not conducted, and the empirical power was judged to be limited, so this study included a variety of products and tried to detect differences between products through actual empirical research. Involvement and self-congruity have been presented with results that can be judged as important variables for brand origin to affect brand performance and variables. Looking at the role of the brand origin for each product characteristic by distinguishing between product characteristics and whether or not products related to quality, history, authenticity, etc., the product recognized as high quality and the product recognized as having high integrity showed higher effect of the brand origin, but history was a product characteristic that did not show the effect of the brand origin.

• The Journal of the Korea Contents Association
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• v.12 no.11
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• pp.422-431
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• 2012

In the era of cultural contents, developing diverse materials is very useful in providing abundant contents of the cultural industry. Among diverse materials, systematizing and specializing materials that have been verified historically and culturally, and linking them with other fields are creating more possibilities. This study is a contemplation on useful methods that expand the range and characteristic by linking with the food culture, based on the placeness that comes from historical facts possessed by the figure. As for the range of the place, the focus was put on the places that are related to Admiral Yi, Sun-sin historically and culturally, and regions that attempted native foods development were selected. Therefore, this study attempted to establish regional identities and contribute to setting effective directions for developing and vitalizing native food brands, by expanding the category of the contents of the historical figure who represents the region.

• 주택과사람들
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• s.197
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• pp.48-51
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• 2006

풍림아이원은 수많은 수상 경력을 자랑하는 풍림산업의 고품격 아파트 브랜드다. 최근 종로구 사직동에 건설 중인 풍림산업의 '스페이스 본' 또한 생활의 편리함과 친환경 위주의 설계로 풍림아이원 못지않은 반향을 몰고 올 것으로 기대를 모으면서 한 단계 도약할 준비를 하고 있다. 국내외에서 굵직굵직한 사업을 추진 중인 풍림산업의 브랜드 가치와 경쟁력에 대해 살펴보았다.