• Asia Marketing Journal
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• v.10 no.3
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• pp.59-79
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• 2008

This study explores ways in which Korean companies manage a brand to become a long-run success. In particular, this study focuses on Chamisul, analyzing its marketing strategy, examining its brand life-cycle in terms of introduction, growth, and renewal. Chamisul, first introduced in 1998, has occupied the Korean liquor market as a leading brand for almost a decade. Chamisul's long-run success, in fact, depends upon a number of reasons; first, it has consistently and continuously keeps its own core brand concept and identity. Second, it has built its brand asset by strengthening its emotional ties with customers. The emotional connection that Chamisul has built is based upon the trust between the company who produces the product and the customers who recognize the benefit of drinking Chamisul. Third, the company creates various brand differentiation programs, thereby allowing its customer to get familier with the brand. Finally, the company sets up a clear management standard in Korean liquar market in order to maintain the vitality of the brand, managing Chamisul in accordance with the standard. Seen in this light, Chamisul's success reflects the marketing activities and strategies that play a fundamental role in creating and maintaining a long-run brand. Similarly, its success can be seen to be a model for brand management, telling us how to become a market leader through an effective brand management.

• The monthly packaging world
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• s.130
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• pp.146-168
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• 2004

• Design Convergence Study
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• v.15 no.2
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• pp.53-69
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• 2016

This paper analyzes the long-run brand Bacchus's TV advertisement narrative, which copes actively with changes in social and cultural circumstances. The paper focuses on the types of narrative and the consequent semantic effects used in the television advertisement of Bacchus. Through this, we aim to investigate the processes of brand strategies and transitions taken by the brand that made it a solid one. In conclusion, the summaries of distinctive meaning and value of long-run brand by examining the narrative of Bacchus in TV ads are as follows. Firstly, the narrative should be reflected in consumer's demands closely associated with changes in social and cultural circumstances. Secondly, a strong brand identity can be built by consistent management of brand image and through the cultivated effects. Lastly, it forms a bond of relationship between socio-cultural context and consumers, and functions as a communication message.

• KAPE Magazine
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• no.73
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• pp.4-5
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• 2002

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.1
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• pp.88-98
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• 2008

The purpose of this study were to examine the effect of fashion brand personality on the consumer's brand loyalty and to investigate the role of brand identification as mediator. The questionnaire data from 218 women who had purchase experience of fashion luxury brands were collected. Factor analysis and multiple regression analysis were used in data analysis. The results of this study were as follows. First, the consumer's fashion brand personality was composed of eight factors; Status-oriented, appearance-oriented, trend-oriented, leisure-oriented, physical activity-oriented, self achievement-oriented, fun-oriented and relation-oriented factor. Second, brand identification had significantly influence on brand loyalty. Third, fashion brand personality significantly influenced on brand loyalty and brand identification. Especially, the status-oriented, appearance-oriented, trend-oriented and self achievement-oriented fashion brand personality was proved to have a crucial role in brand identification and brand loyalty. Fourth, the status-oriented, appearance- oriented, trend-oriented and self achievement-oriented fashion brand personality had both direct and indirect effects on brand loyalty mediated by brand identification.

• The Hankook-Saengyark Bo
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• no.260
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• pp.2-2
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• 2004

제1회 함양 산삼축제' 이달19$\~$20일 개최 - '불로초 장수촌' 관광파크 추진(제주도 서귀포시, 약용식물 재배시험장 유치) - 생강 소포장 출하 적극 추진(농협 전국협의회$\cdots$공동브랜드 개발도) - 2004년도하반기 수급조절물량 결정

• Asia Marketing Journal
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• v.6 no.3
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• pp.99-121
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• 2004

Using Keller's customer-based brand equity framework, we attempt to understand and analyze marketing efforts that Pigeon has made to build the most valuable brand in the fabric softner marketing over the last 25 years. Our analysis revealed that first, Pigeon has developed and executed its brand system, brand elements, and marketing programs in a consistent and complementary way. Second, Pigeon's dedication to R&D as well as to customer needs has enabled it to offer a series of successful products with high quality and great value. Third, Pigeon has made good use of both scientific and intuitive approaches in the strategic management process. Lastly, the power leadership of the top management and its emphasis on personnel made a significant contribution to the success of Pigeon.

• THE HEALTH and ORGANIC FARMING
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• no.185
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• pp.1-24
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• 2002

한국유기농업대회 성황리 개최/제24회한국유기농업대회 대회사/'남성증명서'가 필수 혼수품이 되다니./제24회한국유기농업대회 이모저모/유전자 변형작물 유해 논란속 확산 가속/"쌀소득보전기금" 제정추진/유럽의 어메니티 정책동향/환경개선으로 병해충을 막아보자/친환경농업 양파.마늘 재배기술/12월중 농사정보/당신도 무병장수를 꿈꾸는가?/딸기의주요병해와 친환경적 방제기술/쌀도 브랜드시대/콩 가공식품 인기절정/엽채류 균핵병 방제/유기농업경영의 삼장 통합구상

• THE HEALTH and ORGANIC FARMING
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• no.184
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• pp.1-24
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• 2002

제24 한국유기농대회장에/아이들에게 만은 최고의 급식을!/유전자 변형작물 유해 논란속 확산 가속/친환경농산물 품평회와 국제농업NGO 대회/당신도 무병장수를 꿈꾸는가?/유럽의 어메니티 정책동향/환경개선으로 병해충을 막아보자/유기농업에 의한 양계/11월중 농사정보/우리 농산물 브랜드화로 숭부.../딸기의 주요병해와 친환경적 방제기술/시설채소의 병해방제/10월의 새농민부부 회우 3쌍 선정

• Journal of Korea Society of Industrial Information Systems
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• v.29 no.2
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• pp.133-151
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• 2024

The purpose of this study is to analyze the core values of Donghwa Pharmaceutical, which has been in the pharmaceutical industry in South Korea for 126 years, and examine the core competencies that have consistently enabled it to maintain a competitive advantage. When applying the VRIO Framework, various general pharmaceuticals, including Donghwa Pharmaceutical's 'Hwalmyeongsoo,' which has maintained the top position in the liquid digestive medicine market for 126 years, are identified as powerful resources (Value) that generate 'sustained competitive advantage.' The principles of ethical management based on the Donghwa spirit, the long-standing principles of trust and belief, and the entrepreneurial spirit possess rarity. Having won four Guinness World Records and holding numerous new drug patents, Donghwa Pharmaceutical has consistently secured the top position in the digestive medicine category of the Korean Industrial Brand Power for 19 consecutive years. The company has been designated as a 'Golden Brand,' and its products have high levels of awareness, making them highly difficult to imitate. Lastly, the organization is structured to efficiently utilize resources such as a transparent hierarchical system, fair personnel management, diverse training programs, and high employee welfare and salaries. This study systematically analyzes the core values of Donghwa Pharmaceutical from a managerial perspective and proposes directions for the company to evolve into a long-lasting enterprise. The research outcomes will provide valuable insights for formulating long-term management strategies.