• The Journal of the Korea Contents Association
• /
• v.8 no.3
• /
• pp.127-137
• /
• 2008

Major purpose of brand establishment of city is to give pride for the citizen and to enhance the city value through improving city image. As modern society wants aggressive and active attitude from all fields, the city, which means as human place of residence, has to try to change for human life and prosperity. It is true that the establishment of brand is shown through politics, economy, society, culture and art, however travel effect and profit creation should be most important. In actual circumstance of our country, that travel deficit is getting increased. the brand establishment of city is more concerned. To build a city, history and time is essential elements. It may be impossible that consistent direction and meaning continue throughout long terms, but after all, the kernel of tourism contents is that idea and development is concentrated focusing consistent direction and meaning. To solve this, problem of strategy and direction was researched through analysis of foreign cities, and also understanding of future role of city in 21st century make a base for rebirth as international travel city. After city brand establishment based on continuous management, it is very important to make city which has strong image power.

• The Journal of the Korea Contents Association
• /
• v.20 no.12
• /
• pp.206-220
• /
• 2020

In the glocal era, the competitiveness of local authorities leads to national competitiveness. Even though they have competitively adopted slogans to stay competitive, the process has not been systematic. The goal of this study is to provide basic data needed to develop and utilize urban brand slogans effectively. In terms of a research scope, 48 slogans currently in use by 24 local authorities of Gyeongsangbuk-do as of April 2020 were chosen. Concerning the lingual representation of such slogans, diverse languages such as Korean, English and Sino-Korean have been used. In terms of meaning of meaning and material type, there was a lack of coherence among the slogans. In addition, they were poor in representing identity, and abstract image upgrade types were commonly found. It is anticipated that the study results would make a contribution to the development of urban brand slogans and value generation.

• Archives of design research
• /
• v.20 no.3 s.71
• /
• pp.163-178
• /
• 2007

The importance of brands as well as the consumers' emotional & cultural desire have increased. In the meantime, the companies have made efforts to create their positive brand images through the support of Mecenat using culture or social return. In addition, they made ceaseless efforts to provide consumers with a cultural space by building up brand service areas as part of their purpose. However, the rapidly increasing brand service spaces have not really appealed to consumers. In order to become a competitive and powerful brand in the severe brand market, it is necessary to enhance the brand image and to let the brand be considered as a culture and the lifestyle of consumers. In order to do so, the companies have to establish their market-driving strategies by creating new products or new market. To do so, it is important for them to figure out consumers' inner desire through the touch point with consumers. This study attempted to suggest a method of using a corporate museum as a space that could meet all of the said elements at a time. Through the route of a corporate museum, the companies would be able to study their future directions by looking back their history and they could be reborn as culture brands. Therefore, this study suggested that the corporate museum could be a space for culture and education as well as a brand space and could play a positive role in the companies; in this process, the study could grope for consumers' inner desire with its touch point where companies and consumers would meet and its utilization of brand market-driving strategy as a test marketing strategy observing consumers' responses.

• Asia Marketing Journal
• /
• v.10 no.3
• /
• pp.31-57
• /
• 2008

The purpose of this study is to investigate the antecedents of city brand personality and those effects on city brand personality and attitude toward city. This study attempts to confirm dimensions of city characteristics and city brand personality, and analyze the structural relationships among the city characteristics, city brand personality and attitude toward city. The result showed that various characteristics of city (culture and historic characteristics, life stability, facility convenience, economic factors, the image of city appearance, nature friendly characteristics) influence city brand personalities. In addition, city brand personalities (vivid personality and stable personality) are positively related to attitude toward city and mediated between the characteristics of city and attitude toward city.

• Archives of design research
• /
• v.13 no.2
• /
• pp.65-72
• /
• 2000

It is very important the design of Brand Image Identity and it's physical finish especially on the product like an automobile which has the priority in the total body styling. Recently the brand recognition of consumers changed into the variable one that for the various reasons from the rigid in the past and a smart impression of each BI become more important for this reason. The concept of individual brand identity started out from the concept of a simple ornament on the early vehicles. Therefore it is not necessary to advertise the brand itself for the brand that has the relatively long history, while the new brand or maker has to get the reputation on the brand from the consumers. For these reasons, recent automotive BI is on the way of diversifying both in the simple and abstractive design and the physical finish of materials that is used for and the production method and glamorous trend, which is more evident on the BI of the new brands.

• The Journal of the Korea Contents Association
• /
• v.8 no.4
• /
• pp.137-146
• /
• 2008

The establishment of differentiated place image is becoming more important as a cultural tourism development policy in order to secure regional identity and boost regional economy. Place marketing strategies using culturally and historically differentiated regional places is very valuable as part of a regional development strategy to strengthen regional competitiveness. To construct place image as a differentiated brand, place image positioning suitable for a specific place and region needs to be established and comprehensive marketing strategies are required to generate various synergy effects. Based on existing theories and discussions regarding place and place marketing, this study is aimed at seeking for possibility as a cultural activity space and its more efficient use plans by selecting a region which has historical and cultural backgrounds and assets about Hamel's drift and stay. For these purposes, this study investigated historical and cultural backgrounds through a case study and made suggestions about brand making and place image promotion. In addition, this study aimed to examine efficient plans and utilization possibility for comprehensive image construction.

• The Journal of the Convergence on Culture Technology
• /
• v.9 no.3
• /
• pp.371-376
• /
• 2023

Time-honored Brand refers to a product, technology or service with a long history, and refers to a brand that has a traditional Chinese cultural background and deep historical heritage, and has been socially recognized and has formed an excellent reputation. Some Time-honored Brand are developing, but some Time-honored Brand are facing a crisis of survival, and the Chinese government and society are announcing various support policies to strive for continued development. Currently, there is a lack of research on Time-honored Brand in Korea, so this study analyzed the history, current status, and competitiveness of the Chinese cosmetics brand XieFuchun. As a result of the research, XieFuchun is the first cosmetics company in China, has manufacturing techniques inherited from traditional culture, and currently maintains a significant market share. XieFuchun's competitiveness was analyzed using the 5-Forces model, and implications and development models for Time-honored Brand enterprises were presented.

• Proceedings of the Korean Society of Community Living Science Conference
• /
• 2009.09a
• /
• pp.99-99
• /
• 2009

지명(地名)은 그 지역의 역사와 전설, 문화, 풍속은 물론 독특한 자연환경이나 생활 모습을 담고 있어 농업농촌의 지역적 특성을 나타낸다. 본 연구는 지명유래의 활용성 증진의 한 방편으로 브랜드 및 문화관광상품 개발을 위해 서천군의 자연마을 지명유래, 이미지, 관광자원 등을 조사하였다. 서천군의 자연마을 유래 516건에 대한 자료는 국토지리정보원, 문화원자료집, 서천군홈페이지에서, 산, 강, 골, 고적, 못 등 그 외 지명자료는 한글학회 지명총람에서 2,000건을 수집하였다. 자연마을지명의 유래 516건을 8개 유형으로 구분하면 자연지리 122건, 인문지리 114건, 생태환경 51건, 산업경제 25건, 역사 34건, 유적유물 28건, 민속 37건, 종교 19건이며, 지형(80건), 생물(33건), 고사(19건)관련 유래가 많았다. 서천군 지역브랜드 개발을 위한 요구도 조사는 지역민 154명과 방문객 152명 총 306명을 조사하여 SPSS WIN 12.0 프로그램을 이용 분석하였다. 응답자의 일반적 특성은 여성이 55.6%, 대졸자 54.2%, 연령은 40대(29.1%), 1500만원-3000만원 미만의 연소득자 32.0%가 가장 많았다. 서천군의 형용사적 이미지를 기술통계량으로 살펴보면 지역민은 평화로운, 정감있는, 순수한, 전통적인, 믿을수 있는 순으로, 방문객은 순수한, 평화로운, 정감있는, 따뜻한, 친절한 순으로 평균간이 높게 나타났고, 요인분석에 의한 지역민과 방문객의 인지적 형용사 도출결과는 정열적, 평화적, 보수적인 3가지 요인이다. 또한 서천군의 대표적 상징자원은 지역민의 경우 춘장대해수욕장(32.5%), 희리산 자연휴양림(16.9%), 금강하구둑 철새도래지(16.9%)순이며, 방문객은 춘장대해수욕장(43.4%), 희리산 자연휴양림(23.0%), 한산모시축제(23.0%)순으로 높게 나타났고, 지명 호감도는 지역민의 경우 꽃뫼(29.2%), 솔리(20.8%). 소야(17.5%)순이며, 방문객은 꽃뫼(30.9%), 솔리 (19.7%), 무닛골(16.4%)순으로 높았다. 향후 본 연구에서 제시된 연구를 통하여 서천군의 지명을 활용한 브랜드개성을 측정할 수 있어 마케팅 관점에서 서천군의 브랜드를 도출하는데 기여할 수 있을 것이다.

• The Korea Swine Journal
• /
• v.29 no.8 s.336
• /
• pp.156-160
• /
• 2007

마산지역은 항구도시로 교통과 교역이 흥성한 경남의 대표도시이다. 뿐만 아니라 도농복합도시로 예부터 양돈이 흥해 양돈을 시작한 지 대부분 20~30년 이상이 된 경남지역 양돈산업의 터주대감 중에 하나이다. 지난 7월19일에는 '창립32주년'을 기념하여 전 회원이 참석한 가운데 기념행사를 개최하기도 했다. 마산지부는 오래된 역사만큼이나 양돈 생산성 향상과 개선을 위해 최선의 노력을 기울이고 있다. 이를 위해 마산지부 회원들은 해양매출 저감에 노력하는 한편, 가축분뇨 자원화를 통한 분뇨처리 시스템 구축과 지역 대표 돼지고기 브랜드 사업을 적극 추진하여 지역 양돈산업의 재도약을 위해 매진하고 있었다.

• Aerospace Industry
• /
• s.106
• /
• pp.36-38
• /
• 2010

2010 벤쿠버 올림픽에서 보여준 세계 5위권 우리 선수들의 선전은 국민들에게 벅찬 감동을 심어 주었을 뿐만 아니라 대한민국의 국가 브랜드가치를 높이는 데 커다란 기여를 하였다. 특히 우리가 예상치 못했던 분야인 스피드 스케이팅에서의 금메달 획득은 어떤 분야에서건 목표를 향해 도전하는 자에게 꿈이 현실로 열렬 수 있다는 희망을 상징적으로 보여 주었다. 곧 발사를 앞두고 있는 통신해양기상위성(이하 통해기)의 발사성공은 또 다른 분야인 항공우주분야에서 우리나라 위성개발 역사에서 처음으로 시도되는 정지궤도 위성의 개발성공과 이를 이용한 다양한 분야에서의 활용 시대를 여는 의미 있는 이벤트가 될 것이다 통해기 발사에 즈음하여 현재까지의 위성준비현황을 중심으로 그 동안의 개발과정과 그 개발이 가지는 의미를 되짚어 본다.