• Title, Summary, Keyword: Brand Changing

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The Impact of Brand Diversification on Firm Performance: A Study Restaurant Firms (외식기업의 브랜드 다각화가 수익성에 미치는 영향에 관한 연구)

  • Min, Ha-Na;Kim, In-Jung;Choi, Kyu-Wan
    • Journal of the Korean Society of Food Culture
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    • v.29 no.6
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    • pp.593-598
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    • 2014
  • Brands play a critical role as a core asset and the primary driver for corporate growth because of their power of identity and influence on customers' perceptions in restaurant industry. However, in spite of diverse and dynamically changing recent brand portfolio strategies of restaurants, a study on the effect of brand diversification on financial performance has been rarely conducted in the restaurant industry context. Considering competing viewpoints regarding diversification's influence on financial performance, the purpose of this study is, therefore, to examine the effect of brand diversification on firm performance of restaurants. The results indicated that brand diversification is positive effect to profitability. Brand diversification seems to be attractive and might be a reasonable growth strategy to expand market power by satisfying diverse consumer needs. Therefore, restaurant managers should be consider in implementing brand diversification strategy especially in dynamically changing trend of brand diversification in the current restaurant industry.

The Role of Body Image and Conspicuous Consumption Tendency on Luxury Brand Buying Behaviour (신체이미지와 과시소비성향에 따른 명품구매행동 연구)

  • Rhee, Young-Ju
    • Journal of the Korean Home Economics Association
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    • v.46 no.7
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    • pp.109-120
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    • 2008
  • The purpose of this study was to find out if body image and conspicuous consumption tendency influenced luxury brand buying behaviour. A survey questionnaire was used to collect information from 430 females in their 20's. Collected data were subjected to descriptive analysis, factor analysis, and path analysis. Results showed that body image and conspicuous consumption tendency consisted of five factors. In terms of body image, attitude towards changing appearance, attitude towards changing body figure/weight, and interest in health/appearance had a positive effect on conspicuous consumption tendency, which ultimately influenced luxury brand buying behaviour. In contrast, body cathexis and physical self-concept had a negative effect on conspicuous consumption tendency, which also directly influenced luxury brand buying behaviour.

Dynamic Strategies for Enhancing Apartment Brand Equity in Korean Housing Market (아파트 브랜드 자산 형성 과정 분석을 통한 관리 전략 - System Dynamics를 활용한 전략 수립 -)

  • Choi, Minji;Park, Moonseo;Lee, Hyun-Soo;Hwang, Sungjoo
    • Korean Journal of Construction Engineering and Management
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    • v.14 no.3
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    • pp.65-77
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    • 2013
  • Apartment brand has been used as a new strategy in Korean housing market to fulfill customer's changing needs for buying houses. A number of construction companies have succeeded in brand awareness and image building, however, they still struggle to establish brand loyalty and manage brand equity elements in balance. The purpose of this study is to analyze the brand equity building process of apartment products in Korean housing market and determine causal relationships among variables to propose strategies for long-term prosperity of the construction companies. System Dynamics modeling method is applied to describe how variables affect and are linked to each other in terms of building equity and enhancing company profits from customers' brand awareness to brand loyalty. Based on the analysis model, strategies for construction companies depending on their market share were proposed and this may support the company to achieve financial success and competitiveness among its competitors in the fast-changing market.

A Study on the Integrated Marketing Communication Strategies for the reinforcement of Brand Power in the Insurance Company (보험기업의 브랜드파워 강화를 위한 IMC전략 전개방향)

  • Kwon Kum-Tack
    • Management & Information Systems Review
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    • v.16
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    • pp.37-58
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    • 2005
  • The purpose of this study is to find the 'Integrated Marketing Communication(IMC)' strategies for the reinforcement of brand power in the insurance company. First, from theoretical backgrounds, I have investigated acquisition effects, strategies for changing brand power, decisions on a product differentiation and Brand portfolio, market segmentation and Brand Positioning under various strategic marketing factors based on the reinforcement strategies of brand power. Second, there is a significant difference between insurance company names recalled first and brand names recalled first. Third, in terms of consumers' preferences, there exists a substantial difference between insurance company and brands. From this study, the following conclusions are drawn. First, insurance company and brand power should be carefully developed and used as a tool to secure competitive advantages. Second, insurance company and brand power should be considered and continuously enhanced as an important asset for the insurance company. With growing brand importance, brand management is an essential step for powering brands.

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A Study on the Efect of Brand Personality of Fashion Flagship Store on Brand Loyalty in Interior Design - Focus on the Fashion Flagship Store of Louis Vuitton - (패션 플래그쉽 스토어 인테리어디자인의 브랜드 개성과 브랜드 충성도의 영향관계에 관한 연구 - 루이뷔통의 플래그쉽 스토어를 중심으로 -)

  • Cho, Yeon-Joo;Lee, Ju-Hyeong;Park, Chan-Il
    • Korean Institute of Interior Design Journal
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    • v.20 no.6
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    • pp.62-70
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    • 2011
  • Fashion flagship store is to maximize brand's image, not for sales. As a value for consumption is changing into expression of individual styles and egos through brands' images based on their personalities rather than products, today, people are laying stress on expression of brands' personalities with spatial design of fashion flagship store to create differentiated brand images. This study was designed to examine brand personalities expressed in fashion flagship store's spatial design, and spatial components and ways of expression to influence them, and analyze how brand personality has an impact on brand loyalty. According to the results of this study, brand personality in fashion flagship store's space design of Louis Vuitton has three characteristics such as sincerity, vitality and tenacity, and display, pattern, furniture, color and wall have high influences on expression of its brand personality. Also, the higher brand personality got, the higher brand loyalty went up. These results imply that fashion flagship store's space design expressing differentiated brand personalities influences customers' brand loyalty to constantly use the brands, and thus is highly important for brand marketing of this day.

A Study on the Reinforcement Strategies of Brand Image in the On-line Insurance Retail Stores (온라인 보험점포의 브랜드이미지 강화전략에 관한 연구)

  • Kwon Kum-Tack
    • Management & Information Systems Review
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    • v.14
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    • pp.195-214
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    • 2004
  • The purpose of this study is to find proper strategies for the reinforcement of brand image in the online insurance retail stores. First, from theoretical backgrounds, I have investigated acquisition effects, strategies for changing brand image, decisions on a product position and product differentiation under various strategic marketing factors based on the reinforcement strategies of brand image. Second, there is a significant difference between corporate/on-line insurance retail store names recalled first and brand names recalled first. Third, in terms of consumers' preferences, there exists a substantial difference between corporate/on-line insurance retail stores and brands. From this study, the following conclusions are drawn. First, on-line insurance retail stores and brand image should be carefully developed and used as a tool to secure competitive advantages. Second, on-line insurance retail stores and brand image should be considered and continuously enhanced as an important asset for the on-line insurance retail stores. As the importance of brands grows, brand management is an essential step for powering brands.

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A Study on Differentiation Strategy of Apartment Space According to Brand Identity Factors (브랜드 아이덴티티 요소에 의한 아파트 공간의 차별화 전략 연구)

  • Choe, Hye-Jin;Kim, Kai-Chun
    • Korean Institute of Interior Design Journal
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    • v.20 no.5
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    • pp.105-113
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    • 2011
  • Brand is a useful tool for modem people living under the age of the brand, to explain the information of their products by differentiating themselves from others. It also represents the value of company and plays a major role convincing customers. Even living space brands are no exception. According to the development of marketing management ability, living space brands require the new sales strategy to dominate the market over the business competition, and plan differently for a changing market environment. On such account, companies are commercializing the living space via establishing its brands. Thus the study will cover the living space differentiation strategies for promoting the brand images of respective construction companies and will strive to compare and analyze the differentiation strategy factors that construction firms are pursuing through case analysis framework. Moreover, it's objective focuses on materializing the strategies of living space in accordance to the brand application elements.

Brand Repositioning with Core Identity in Vietnam (베트남 시장에서 코어 아이덴티티를 이용한 브랜드 리포지셔닝 전략에 관한 연구)

  • Kang, Inwon;Park, Chanwook
    • Knowledge Management Research
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    • v.9 no.4
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    • pp.77-89
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    • 2008
  • Vietnam is very attractive market to Korean firm. Because of changing consumer needs, competitive actions, or any other changes in Vietnam marketing environment over time, managers may need to reposition their brands through new marketing communication campaigns. For repositioning, core identity can be an important strategic objective for market managers. Using data from Vietnam, this research aims to determine core identity and to make repositioning plan with it and find considerable results.

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A Study on Kitchen Area Change of Domestic Apartment - Focused on 84㎡~102㎡ Condominium from 2001 to 2015 - (국내 브랜드 아파트 주방공간 변화 특성 연구 - 2001년부터 2015년 까지 분양된 84㎡~102㎡ 아파트를 중심으로 -)

  • Kim, Ga-Young;Kim, Ji-Eun
    • Korean Institute of Interior Design Journal
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    • v.24 no.3
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    • pp.104-112
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    • 2015
  • This study purposes drawing changing tendency of apartment kitchen areas and character of that by figuring out type, form and per period cause of change of brand apartment kitchen areas. I adopted subject of study as the six leading construction companies considering the apartment rankings of brand and subcontract from 2001 to 2015 when brand apartment was activated(Samsung C&T corporation Raemian, Daelim Industrial Co., Ltd E-pyeonhansesang, Daewoo E&C Prugio, GS E&C XI, Posco E&C The sharp, Hyundai E&C Hillstate) and analyzed kitchen plane of $84m^2{\sim}102m^2$ housing units which were in great demand from apartment housing market. Also, I drew changing trends of kitchen areas by conducting a model house field survey. Through this study result, I will expect the utility of baseline data which is necessary for space development by figuring out kitchen culture, flows and cause of change.

Moving Brand Identity in Cyber World (Cyber World의 Moving Brand Identity에 관한 연구)

  • Whang, Chris Inkyong
    • Journal of the Korea Institute of Information and Communication Engineering
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    • v.20 no.1
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    • pp.65-71
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    • 2016
  • The cyber world is organically alive. It continues to evolve as humans interact with it. Real life and virtual reality are directly or indirectly connected through technology at the network terminal. Branding, in the cyber world, is created by BI(Brand Identity), using designed symbols and logotype developed with digital technology. The objective of this study is to improve the brand value of enterprises and organizations through the use of moving images to adapt to the mobile environment in this rapidly changing cyber world. First, the basic concepts of brand identity, structure, and integrated brand identity were studied. Next, case studies of overseas enterprise branding such Swisscom, HP, BBC were analyzed examining their design concepts and implementation of integrated moving brands. Finally, moving brand identity is explored, for value enhancement, in my projects in ACM SIG CHI 2015, HCI Korea 2014, Aegis Ship 'Yulgok YiYi.' with a discussion of design planning and results. This treatise will contribute to the improvement of brand strategy and design in this country.