• The Journal of the Korea Contents Association
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• v.15 no.8
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• pp.119-129
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• 2015

The purpose of this paper is to improve efficiency in establishing brand identity by researching the effect of local airlines' use of color identity on consumer's brand awareness. Case analysis on color image has first been implemented. And then an empirical study has been carried out in order to measure the effects of consumer's brand awareness based on color image and correlation of an airline company's image with its color image on formation of brand image. Airline's use of color identity, associated with color image, plays an important role in consumer's brand association. Also, the importance of color application will be raised identifying that it has a positive impact in establishing domestic airline's brand identity. This will contribute to the domestic airlines in emerging as global leaders with distinct brand identities and competitive edge. Furthermore, this study will suggest continuing research focusing on new aspects in sensuous consumption behavior given that existing researches on airline's brand have been limited to human services, system, and flight operation.

• The Journal of the Korea Contents Association
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• v.9 no.12
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• pp.637-646
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• 2009

This study aims at granting maximum high values to local brand images as megatrend in global markets by monitoring local differentiations which local images in each area are classified in abstraction on the side of cognitive aspects of consumers and finally achieving the redefinition of domestic markets with differentiation strategies for revitalizing cultural communication tools in terms of the creation of future local marketing strategies. This study newly classifies the cognitive aspects of domestic consumers into 4 distinguished patterns for creating an image of each local area and analyzes image creation factors for each local image in 5 aspects affecting the image creation of local brands.

• The Journal of the Korea Contents Association
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• v.8 no.2
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• pp.140-149
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• 2008

With the advent of local autonomy, local governments are seeking balanced regional development through the decentralization of the central government's authority. In line with this trend, each province has begun to recognize the significance of local identity as a means to promote regional development, and this recognition contributed to developing various brands using local resources. However, a number of these brands are similar to one another because they were developed without thoroughly analyzing and strategically differentiating local identities from one another. Thus, this study aims to propose local characteristics and consumer consciousness that need to be considered in local speciality brand development through practical marine product brand development cases representing Yeosu's local characteristics. This study intends to contribute to setting an effective direction of marine product branding by applying local color to brand development strategies and brand identity elements and by suggesting post-management and promotion plans of local brand positioning.

• The monthly packaging world
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• s.279
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• pp.104-110
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• 2016

본 연구는 한국상품문화학회 논문집에 게재된 내용으로 홍삼인삼 제품을 생산하는 지역단위 영세 중소기업의 브랜드 아이덴티티(brand identity)를 위하여 우리나라 고유의 문화 이미지를 대표하는 한글을 이용한 캘리그래피를 개발하는데 그 목적이 있다. 이를 통해 홍삼인삼 제품이 국가 브랜드를 주도할 수 있도록 하는데 기여하고 한글의 국제화는 물론, 기업들이 소비자에게 가까이 다가갈 수 있는 브랜드 디자인(brand design)을 개발하고, 개발된 브랜드 아이덴티티(brand identity)를 활용하여 소비자로부터 지속적인 관심과 선택을 받을 수 있도록 도움을 주는데 그 의의가 있다. 본 고에서는 홍삼인삼패키지 브랜드별 패키지디자인 사례를 중심으로 논문의 일부 내용을 살펴보도록 한다.

• Journal of the Korean Applied Science and Technology
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• v.40 no.2
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• pp.301-308
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• 2023

This study sought to provide basic data for soccer clubs to establish efficient brand strategies by verifying the structural model and effectiveness between domestic youth soccer club brand identity, value, and loyalty. Therefore, parents of members of youth soccer clubs in Seoul, Gyeonggi-do, and Chungcheong-do were selected as samples, and 372 copies of data were used for the final analysis. Data processing used the SPSS (ver. 21.0) program to analyze frequency and verify reliability. In addition, the brushstrap BC method was applied to verify the effectiveness and significance of confirmatory factor analysis, correlation analysis, structural equation model analysis, and the effectiveness and significance using the AMOS (ver. 20.0). As a result of the study, first, it was found that the brand identity of youth soccer club in Korea had significant effect on value. Second, value had significant influence on loyalty. Third, brand identity had significant influence on loyalty. Lastly, value between brand identity and loyalty showed partial mediated effect.

• Archives of design research
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• v.18 no.4 s.62
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• pp.5-14
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• 2005

Local self-governing bodies have created community identity to activate local communities. community identity is one of the very effective ways to establish a different image from other self-governing bodies and to raise locals' love of hometown and sense of belonging. In addition to community identity., there are several things to form identity such as symbols (like flowers, birds, and animals) of local self-governing bodies or characters visualizing figures, tradition, and specialties of the region. Recently local governments have introduced various programs such as brand planning like city brand, and local events. This study analyses the basic elements, like symbol mark, logotype, and color, among visual elements of the current local self-governing bodies community identity. and conducts a comparative analysis of the visual elements of symbols and characters. The results show that those community identities and other design elements lack differentiation and consistency among visual elements. To create differentiated image of local self-governing bodies, it needs to develop unique and various themes of the region and to generate synergy effect through consistency and interactions among various visual effects based on community identity.

• Journal of Digital Convergence
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• v.12 no.2
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• pp.129-142
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• 2014

The age of local government has set in, most of the cities have made the brand slogan to create a competitive luxury city and to enable the local economy to keep pace for digital promotion policy with the regional branding. Age of limitless competition, local governments have continued to digital promotion policy the slogan, local people's awareness and satisfaction about the brand slogan is generally high, but this is noted in seven cities commonly that reflect the characteristics of the region and inconvenient distinctive identity design. This study is the meaningful to derived the problem of city brand slogan development policy through analysis the citizens awareness of seoul and 6metropolitan's brand slogan development digital promotion policy and help to become a future development and management of city brand slogan digital promotion management policy in Korea.

• The Journal of the Korea Contents Association
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• v.9 no.4
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• pp.198-206
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• 2009

Recently, there has been a trend designing a consistent and uniform regional identity in South Korean provinces as demonstrated by efforts in Chungcheongnam buk-Do. The motivating goals have been to establish an identity for local residents, provide voluntary services, achieve higher value-added business, introduce new management strategies, and establish a local brand through the exportation of local specialties. The by-products of these goals when accomplished include: maintaining a consistent policy, securing governmental economic efficiency of the province, characterizing local culture and improving quality of life. In this study, I tried to find out whether a local logo which is associated with a city plays a core role in the city's identity by comparing each symbol's shape, color and other components which are ways of expressing its meaning. In this respect, I analyzed the type of the Chungcheongnam buk-Do's symbol marks (30) and tried to suggest the desirable direction in developing symbol marks.

• Journal of Communication Design
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• v.65
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• pp.170-181
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• 2018

Currently, urban identity is a corporate management strategy of the past, and it includes the unique history and cultural heritage of the region, and it is expected to enhance competitiveness and locality. In response, the city's identity design of 31 municipalities in Gyeonggi Province is moving away from the past, building a futuristic, concise and modern image, and building differentiated identity using geometric artificial motifs. However, despite the presence of urban identity in the past, Symbolmark's boundaries and benchmarks are becoming increasingly ambiguous as it replaces CI or acts as CI and BI by developing new BIs instead of renewals. Moreover, there are cases where the slogan containing vision is used as BI, which requires professional CIP management by presenting the status analysis and direction of municipal governments in Gyeonggi Province. Thus, in this study, the theoretical background analysis and academic study of 31 municipalities in Gyeonggi Province were conducted, and the final analysis space was analyzed by schematizing how the essential meaning of symbolism is expressed and interpreted.

• Proceedings of the KAIS Fall Conference
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• 2012.05a
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• pp.108-111
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• 2012

본 연구는 지방의 공동브랜드가 난립하고 있는 실정에서 보령머드의 차별성을 살리고, 원래 가지고 있던 고유성을 부각시켜서 시각적으로 이미지를 정립한 과정을 살펴보고자 한다. 공동브랜드의 가치를 높일 수 있도록 제품 이미지에 부합하고 소비자의 요구에 대응할 수 있는 디자인 방안이 제시되어야 한다. 그러나 현 시점에서 많은 공동브랜드가 유사성과 몰개성적인 난립으로 지역생산자에게 만족스러운 결과를 주지 못하는 부분이 크다. 보령머드는 이러한 점을 인식하고 보령머드의 현재 가치를 유지하면서 미래가치를 높일 수 있는 아이덴티티인 머드반지 개발과 적용을 브랜드 관리 차원에서 순차적으로 진행하고 있다. 세계인을 향한 보령머드의 약속을 상징하는 머드반지는 이미지 전달자인 보령과 이미지 수용자인 소비자 사이에 이러한 시각요소를 전달하고 있다.