• Bio news
• /
• 4호
• /
• pp.28-29
• /
• 2003

• Asia Marketing Journal
• /
• 제13권1호
• /
• pp.85-111
• /
• 2011

본 연구에서는 현대자동차 제네시스의 국내시장 및 북미시장 도입전략 사례를 포지셔닝과 상표확장 전략 측면에서 분석하였다. 제네시스는 국내시장에서 '수입차 같은 국산 고급차'라는 포지션 컨셉을 설정한 반면에 북미시장에서는 '준 럭셔리급의 가격으로 럭셔리급의 상품성'이라는 차별적 포지션 컨셉을 설정했다. 특히 국내시장과는 달리 북미시장에서는 포지셔닝 전략의 일환으로 기존의 상표명인 '현대'와 완전히 분리되지 않는 '현대 제네시스'라는 상표확장 전략을 채택하고 있다. 본 연구에서는 국내시장과 북미시장에서 차별적 포지션 컨셉이 설정된 배경에 대해 알아본 후, 각 시장에서 포지션 컨셉의 구현을 위한 마케팅활동의 전개과정 및 그 효과에 대해 분석했다. 특히, 북미시장에서 채택된 상표확장 전략이 제네시스의 포지셔닝에 미치는 효과 및 문제점에 대해 논의했다. 그리고 기존전략에 대한 분석에 바탕을 두고 국내시장과 북미시장에서 예상되는 경쟁 환경의 변화에 따라 각 시장에서 포지셔닝 전략의 수정 및 보강을 위한 방향을 제시했다.

• Journal of Platform Technology
• /
• 제8권1호
• /
• pp.16-23
• /
• 2020

상표권 보호를 위한 상표 이미지의 진위 결정에 심층 신경망인 합성곱 신경망을 이용할 수 있다. 이를 위해, 상표로 등록되어 있는 한 장의 상표 이미지를 반복적으로 학습하는 것은 기계학습의 성능을 감소시키는 원인이 된다. 따라서, 이러한 응용에서 학습 데이터는 다양한 방법으로 생성된다. 하지만 대상 이미지가 회전되어 있으면 원본이라 하더라도 인식하지 못하거나 위조 상표로 분류되기도 한다. 본 논문에서는 회전한 상표 이미지의 진위 결정을 위한 기계학습 데이터의 확장 방법을 제안한다. 본 논문에서 제안하는 학습 데이터 확장 방법은 기울어진 이미지를 생성하고 이를 학습 데이터로 사용하는 것이다. 본 논문에서 제안하는 학습 데이터 확장 방법의 유효성 검증을 위해 대학의 로고를 대상으로 학습 데이터를 생성하였으며, 이를 활용하여 합성곱 신경망을 학습시킨 후 검증용 데이터를 이용하여 정확도를 평가하였다. 정확도 평가 결과에 따르면 본 논문에서 제안한 방법으로 생성한 학습 데이터를 활용하면 회전한 상표를 대상으로 한 진위 여부 결정에 합성곱 신경망을 활용할 수 있다.

• 디지털융복합연구
• /
• 제16권4호
• /
• pp.127-135
• /
• 2018

본 연구는 소비자의 브랜드편익(상징적 vs. 기능적)이 브랜드확장에 미치는 영향을 살펴보는 것으로, 특히 상표신념의 매개효과와 범주적 유사성의 조절효과를 살펴보았다. 이를 위하여 초점집단면접과 프리테스트를 통해 2개의 제품범주(시계와 가방)에서 각각 2개의 모브랜드(롤렉스 vs. 카시오, 프라다 vs. 코치)와 2개의 확장제품(팔찌, 구두)을 자극물로 선정하고, 구글(www.google.com)의 설문조사 사이트를 통해 전국의 성인남녀를 대상으로 196개의 표본자료를 수집하여 부적절한 응답지를 제외한 193개의 응답지로 최종 회귀분석을 하였다. 연구결과 소비자가 추구하는 브랜드편익에 따라 브랜드확장에 대한 태도가 달라질 수 있다는 선행연구의 결과를 재확인하였으며, 이는 상표신념에 의해 완전 매개된다는 점도 확인하였다. 또한 본 연구에서는 소비자의 브랜드편익이 브랜드 확장태도에 미치는 영향이 범주적 유사성에 의해 조절될 수 있음도 확인하였다. 이러한 연구결과는 상표신념의 구축이 브랜드확장 전략의 하나로 충분히 사용될 수 있다는 이론적 시사점과 범주적 유사성을 고려한 브랜드커뮤니케이션 전략이 브랜드 편익에 따라 달라져야 한다는 실무적 시사점을 제공한다. 또 본 연구를 활용하여, 브랜드 적합성 또는 충성도 등 다양한 조절요인과 매개요인과의 관계설정도 가능하리라 본다.

• 한국관광식음료학회지:관광식음료경영연구
• /
• 제7권
• /
• pp.165-180
• /
• 1997

• 한국의류학회지
• /
• 제29권6호
• /
• pp.753-763
• /
• 2005

The purpose of this study was to determine effects of apparel product's brand personality, and brand equity on its brand extension. For the data collection, women in their 20s were surveyed, and a total of 576 questionnaire were finally used. Brand Reneevon and brand Enc were selected through a preliminary survey and then compared in terms of brand extension. Results of the study can be summarized as follows. 1 The brand personality of casual apparel for women consisted of low factors such as uniqueness, competence, fashionability and sincerity, while the brand equity of apparel included three factors brand loyalty, perceived quality and leadership, and brand association and awareness. 2. There was a significant positive correlation between brand personality and brand equity. 3. Brand Reneevon was found higher in brand equity than the brand Enc. 4. Brand extension was influenced by perceived quality and leadership. In case of the brand Enc, brand extension into fashion accessories was significantly affected by brand personality. 5. Brand Reneevon was found better than Brand Enc in brand extension, especially into fashion accessories.

• 한국의류학회지
• /
• 제32권10호
• /
• pp.1640-1650
• /
• 2008

The purpose of this study is to make clear the difference between Original brands and extended brands in images and preference of overseas fashion luxury goods. The questionaries were given to female residents in the ages of 20s'$\sim$40s' in Seoul and Kyung-gi province in October 2007. The collected data were analyzed by using SPSS 12.0 software such as paired t-test, ANOVA, Duncan test. The results of this study is as follows; 1. It was found that both original brand and brand extension in images were regarded as the most 'Reputed' image. 2. It was found that original brand reflected more brand images such as 'Luxurious', Conspicuous', 'Reputed' and so on than brand extension. 3. It was found that customers tended to prefer Chanel original brand, fashion goods to Chanel brand extension, cosmetics. On the other hand, it was found that customers tended to prefer Christian Dior brand extension, cosmetics to Christian Dior Original brand, fashion goods.

• 한국의류학회지
• /
• 제22권3호
• /
• pp.407-416
• /
• 1998

The purpose of this study was to examine the effects of brand knowledge on evaluations of brand extensions in fashion market. Here, consumer knowledge toward the parent brand was based on the brand and on the company which introduced the brand. The brand extensions were classified into brand-name extension and corporate-name extension. For this study, questionnaires were administered to 700 single women in twenties. The questionnaires were designed to measure brand extension evaluations and brand knowledge in terms of familiarity, use experience and self-assessed knowledge, evaluations of the attributes and attitudes based on the brand and corporate. Employing a sample of 621 women, data were analyzed by t-test. Major findings of this study are summarized as follows; 1) The higher the level of brand knowledge such as brand familiarity, brand use experience and self-assessed brand knoil- edge was, the higher positive effects were on the evaluations of brand-name extension. Also, evaluations of brand attributes and brand attitude positively influenced the evaluations of brand-name extension. 2) The higher the level of corporate knowledge such as corporate familiarity and use experience of product manufactured by the company was, the higher positive effects were on the evaluations of corporate-name extension. Also, evaluations of corporate attributes and attitude on corporate positively influenced the evaluations of corporate-name extension. These results demonstrate that positive knowledges and affects on the parent brand are transferred to its extended product through categorization process.

• 한국의류학회지
• /
• 제22권8호
• /
• pp.1122-1131
• /
• 1998

The purpose of this study was to examine the effects of brand-related and corporate-realted knowledge on brand-name extension and corporate-name extension, respectively in fashion market. Here, it is designed into three types of brand and corporate awareness; 1) Higher brand awareness and corporate awareness, 2) higher brand awareness and lower corporate awareness, and 3) lower brand awareness and higher corporate awareness. For this study, questionnaires were administered to 700 single women in twenties. The questionnaires were designed to measure evaluations of brand-name extension and corporate-name extension and brand-related and corporate-related knowledge in terms of familiarity, use experience, self-assessed knowledge, evaluation of attributes and attitude. Employing a sample of 621 women, data were analyzed by Multi-Regression analysis. Major findings of this study are summarized as follows; 1) In level of higher brand and corporate awareness, the evaluations of brand-name extension were influenced by corporate-related knowledge such as brand use experience, evaluation of brand attributes and brand attitude. Also, the evaluations of corporate-name extension were influenced by both brand-related knowledge such as brand attitude and corporate-related knowledge such as use experience of product awareness and lower corporate awareness, brand-related knowledge such as evaluation of brand attributes and brand attitude was identified as the important factor in the evaluations of brand-name extension. 3) In level of lower brand awareness and higher corporate awareness, corporate-related knowledge such as attitude toward corporate was identified as the important factor in the evaluations of corporate-name extension.

• 한국의류학회지
• /
• 제27권1호
• /
• pp.9-17
• /
• 2003

The purpose of this study was to investigate whether customers' fashion involvement, brand familiarity, and expertise of negative information moderate the influence of the original brand attitudes on the attitude toward extended brand attitudes in the fashion market. For these purposes, four hypotheses were developed and data was collected from 480 students. Data was analyzed using SPSS methods such as factor analysis, frequency, 1-test, and moderated regression analysis. The results were as follows; first, it was found that the original brand attitudes positively influence the extended brand attitudes. Second, the influence of the original brand attitudes on the extended brand attitudes was stronger when fashion involvement was high rather than low. Third, in the case that perceived similarity between the original and the extended product classes was high, the influence of the original brand attitudes on the extended brand attitudes was stronger when brand familarity was high. Fourth, the influence of original brand attitudes on the extended brand attitudes was stronger when the perceived expertise of negative information source on the extended brand was high. Therefore, the results suggest that extending brands requires the systematic brand management considering customers' variables such as fashion involvement, brand familiarity, negative information etc. Also, it seems that the brand strategy should be based on the segmentation for targeted customers' characteristics.