• Journal of Digital Convergence
• /
• v.16 no.6
• /
• pp.163-173
• /
• 2018

The purpose of this study is to find the role of intellectual property belief between brand concepts (Symbolic vs. Functional) and brand extension. For this purpose, three parent brands (Rolex vs. Casio, Prada vs. Coach, Benz vs. Toyota) and three extension products (bracelets, shoes, vehicles) were selected as stimulants through focus group interviews and pre-tests. 296 sample data across the country were collected and the final analysis was conducted with 290 respondents except for the inappropriate respondents by SPSS 21.0. The results of this study confirm that the trademark meditates the relationship between belief brand concepts and brand extension and thinking style of consumers meditated-moderates between belief brand concepts and brand extension. The results of this study are based on implication that intellectual property belief induce consumers positive reactions on brand extension and that the acquisition and utilization of IPRs bring corporate's continuous growth and enhance the corporate brand value.

• Journal of the Korea Fashion and Costume Design Association
• /
• v.5 no.3
• /
• pp.63-77
• /
• 2003

This study was to analyze the trademarks of The Polo Lauren Company in fashion products and its analogous trademarks that have been applied or registered in the Korean Patent Office. The data was collected from the Korean Patent Office and KIPRIS search system was used. Total 468 trademarks applied by the date of September 10, 2003 including 317 registered trademarks of the Polo Lauren Company and 151 its analogous trademarks applied for fashion products, were used for the analysis. The results were follows. (1) Total 73 different types of trademarks of the Polo Lauren Company were registered for 26 product classification. Trademarks were composed of all possible combination of letter, sign and sketch to prevent the registration of its analogous trademark. Also even the same trademarks were registered for each different product classification. Since the early 1990s the extended trademarks for each segments reflecting diverse lifestyles were frequently registered. (2) Total 134 trademarks that had applied for registration were rejected due to its analogousness to the Polo Lauren. Most of them were seem to purposely analogous to mislead and to confuse consumers. The major type was to add one or two words as brand extention to the genuine Polo brand. Next type was minor modification of genuine trademark. The last type was almost same brand names in different product categories. (3) Total 3 trademarks were not permit to register by the objection of the Polo Lauren Company. Total 19 trademarks were permit to register. Those showed low degree of analogousness. However most of these trademarks were cancelled by the lawsuit of the Polo Lauren company.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.21 no.6
• /
• pp.959-969
• /
• 1997

This research is intended to help the development of new products and marketing strategies studying consumers' knowledge level and attitude towards original brand and the extension attitude related to the brand image. The detailed purposes of this study are as follow: First, it is to measure consumers' knowledge and attitude towards original brand. Second, it is to clarify the dimensions of the image about the original brand and extended brand product which is perceived by the consumer. Third, it is to meassure image consistency and product similarity between the original brand and extended product. The sample group consisted of female college students 393 in Seoul. Stratified sampling, based on major and grade of sturients and the structure of the college they were attending was used as sampling method. Questionnaires, which were selected from literature and proceeding researches published in Korea and abroad, were modified for this study, SAS Package was used for data analysis. The results observed in this study were as follow: 1. Consumers' knowledge level about original brand showed high among students majoring in clothing-related subjects and their general attitude proved to be positive. 2. Image factors of original brand were classified to dignity factor, personality/modernity factor, femininity factor, and ornamentation factor. Lipstick is considered to have high image consistency and product similarity. 3. Comparing the attitude before and after extension, extension to lipstick which showed high image consistency and product similarity received more positive reactions than one to bed cover sheet. 4. It was founded that although knowledge and attitude towards original brand with image consistency had no influence on the extension attitude, knowledge and attitude without image consistency influence the extension attitude.

• Journal of Digital Convergence
• /
• v.12 no.10
• /
• pp.61-71
• /
• 2014

Global commerce is apparently here to bind Korean firms as well as Koreans. The advertising, buying and selling of goods and services recognizes no borders. As a result, enforcing territorially based trademark rights has become ever more challenging. Remote trademark owners who peacefully coexisted in a time before the internet and increasing globalism are now bumping heads. The internet also has made it easier for unscrupulous operators to deceive consumers and divert customers from established businesses by misappropriating trademarks on web-sites and in domain names. U.S. federal courts have been willing to help American businesses halt trademark infringements that reaches outside the United States. This is particularly true for e-business, via the internet, and the trend toward enforcement seems to be in favor of the trademark owner. This article discusses this trend as well as the extraterritorial enforcement of trademark rights by U.S. courts under the Lanham Act. It also offers suggestions for protecting valuable trademark rights worldwide. This paper will contribute to global Korean firms and Koreans who carefully read arguments in this valuable literature.

• The Journal of Information Technology and Database
• /
• v.5 no.1
• /
• pp.85-96
• /
• 1998

최근 멀티미디어 기술의 발전으로 인해 영상을 효율적으로 검색할 수 있는 영상 데이터베이스 시스템이 정보화 사회의 중요한 핵심 기술로 대두되고 있다. 본 논문에서는 내용기반 영상 데이터 검색을 위한 영상 특징 추출 방법으로 색상 정보와 모양 정보를 고려하는 다단계 영상 검색 시스템을 제안하였다. 제안된 시스템에서는 2단계로 이루어진다. 1단계에서는 색상 정보를 위해서 Striker 등이 제시한 색상 분포 특성을 이용한 색인 방법의 문제점을 보완하고 확장하여 지역 색상 분포 특성을 고려한 색인 방법을 사용하여 1차로 영상을 대 분류한다. 2단계에서는 1단계에서 대 분류된 집단 영상들에 대하여 2차로 모양 정보를 이용하여 사용자가 질의한 영상과 유사한 영상을 최종적으로 검색한다. 모양 정보를 위해서는 기존 불변 모멘트의 문제점인 많은 연산량과, Jain 등이 제시한 방향 히스토그램 인터섹션 방법에서 제기된 회전에 민감하다는 문제점을 해결하기 위해 물체의 윤곽선에 해당하는 화소들만을 대상으로 연산을 수행하는 향상된 불변 모멘트(Improved Moment Invariants: IMI)를 이용한다. 실험 영상으로 300개의 상표 영상을 사용하여 기존 방법들과의 비교 실험을 통해 향상된 검색 결과를 얻을 수 있었다.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.21 no.7
• /
• pp.1124-1138
• /
• 1997

This study intended to investigate the concept of Clothing Involvement and Brand and to provide useful basic data for building on affective brand strategy. The purpose of this study is as follows: first, It is to measure the result of Brand Extension attitudes and Brand Extension items by clothing involvement (high involvement/low involvement). Second, It is to classify the factors of Clothing Involvement which suggested in theoretical research and to clarify correlation between clothing involvement factor and brand evaluation, brand extension attitudes. Third, It is to investigate the affect that clothing involvement, demographic variable and brand type on Brand Extension Evaluation. Subjects of this study were the adult women in Seoul, who were extracted by sampling randomly during the fall of 1995. Questionnaire was used as major method of gathering data. They were analyzed by the SAS method such as Frequency, Anova, Duncan, Correlation, multiple regression, Factor analysis. Main result of this study were as follows : 1. In brand extension attitude evaluation by high-involve group and low-involve group, quality, reputation and buying intension of brand extension attitudes showed significant difference. B brand extension attitudes and items of high-involve group was high compare to low-involve stoup. High-involve group evaluated watch, underwear, shoes and stocking of extension items highly, and there is no involvement difference of perfume, parasol, cushion. 2. In order to classify the dimension of Clothing Involvement, it was carried out factor analysis. 1 found that Clothing Involvement was composed of 4 factors, namely, interest - fashion.perceived risk symbolism. Correlation between clothing involvement and brand extension attitude was as followed; Interest factor of clothing involvement was correlated the existing brand attitude. Brand preference of the existing brand attitude was related the image of brand extension attitude, interest of advertising was the quality and the reputation-image was the buying intension. 3. For evaluation of a factor influenced on Brand Extension, it was produced multiple -regression test. Demographic variables and brand types had some influence of Clothing Involvement and Clothing Involvement had on brand extension. 27% of interest, 26% of symbolism was explained by brand types and 15% of fashion, 6% of perceived risk was explained by brand types, demographic variables. And, 10% of brand extension was explained by interest, fashion and symbolism.

• Advances in pediatric surgery
• /
• v.1 no.1
• /
• pp.68-72
• /
• 1995

Segmental dilatation of the colon is a very rare disease entity of unknown etiology and may mimic Hirschsprung's disease. It is characterized by dilatation of a segment of the colon of variable length with obstruction due to lack of peristalsis in a normally innervated intestine. Recently authors experienced a case of segmental dilatation of the sigmoid colon in a 6 month-old male, who presented with severe constipation, abdominal distention, and abdominal mass since 2 months of age. Down's syndrome and congenital nystagmus were associated. Barium enema demonstrated focal dilatation of the sigmoid colon, but the rectum and descending colon proximal t o the affected colon were of normal caliber. Rectal suction biopsy with acetylcholinesterase staining was normal and anorectal manometry showed normal rectosphincteric reflex. At operation, there was a massively dilated and hypertrophied sigmoid colon with increased tortuous serosal vessels, measuring 15 cm in length and 10 cm in width. Teniae coli were identifiable in the affected segment. Frozen section biopsies at the proximal, affected, and distal colon showed ganglion cells. Descending loop colostomy was constructed initially and segmental resection and end to end colocolostomy were carried out 3 months later. Final histologic examination showed 1) normal colonic mucosa with ganglion cells, 2) prominent submucosal fibrosis and marked muscular hypertrophy, 3) unremarkable acetylcholinesterase activity and immunohistochemical findings against S-100 protein. On 8 months follow-up, he has been doing well and moves bowels 1-2 times daily.

• Journal of Distribution Research
• /
• v.6 no.1
• /
• pp.1-21
• /
• 2001

This study introduced the components of apparel store, which include product and service factor to reflect the modified conception of service. The purposes of this study were to investigate the dimensions of the components of apparel store and to examine consumers' rating of importance on the components of apparel store. In addition, this study explored the effect of clothing involvement and demographic variables on importance perception. Data were collected via a questionnaire from young adult females in their twenties. The results of this study revealed five dimensions of service factor: environmental service, salesperson service, attitude and policy service related to exchange and refund, policy service related to promotion, and policy service related to convenience. Factors related to product were identified price, quality, variety, fashion, design and brand. Attitude and policy service related to exchange and refund is the most important factor that consumer perceived. Salesperson service and product quality were the second important factors. The relatively important factor in each service dimension was this : display in the environmental service, the ability of salesperson to resolve customer's complaints in the salesperson service, sales person’s courtesy in managing exchange or refund in policy service. Clothing involvement and demographic variables do affect consumers’perception on importance.