• 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.

• 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.

• Asia Marketing Journal
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• v.16 no.3
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• pp.101-118
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• 2014

Parkland, which is one of the pioneer brands in men's fashion in Korea, specifically suits, has recently undertaken bold brand repositioning activities to respond to the fast-changing environment and to overcome limitations in its current image positioning. As a result, in a short time period, Parkland achieved remarkable marketing and communication success. This case study explains how Parkland drew successful brand repositioning from the fierce fashion market. This study systematically analyzes the brand repositioning strategy process and implementation strategy used to resolve the conceptual and structural issues of Parkland as a mature brand. To this end, this study assesses Parkland's brand strategy focusing on brand environment and positioning. Accordingly, the study analyzes the target concept and basic direction of the brand repositioning in terms of the repositioning strategy process, and from an integrated marketing perspective, examines the specific implementation program for repositioning. Finally, the study addresses the outcomes of brand repositioning efforts as well as steps to be taken in the future.

• 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.

• 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.

• 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.

• 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.

• Journal of Fashion Business
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• v.28 no.1
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• pp.68-82
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• 2024

The fashion industry has been placing great importance on establishing and communicating brand identity in response to the rapidly changing landscape of consumer preference and media development. This study aimed to explore effective communication methodologies for building a strong brand identity for domestic designer fashion brands. To achieve this, trends in the domestic fashion industry were categorized, and key words were derived to develop three new communication methodologies through an analysis of 10 domestic brand cases. This study confirmed that a strategy that focuses on forming emotional relationships with consumers is essential for establishing brand identity. To this end, the proposed communication methodologies include the following: First, delivering sustainable messages through emotional storytelling, which is a key approach for building emotional bonds with consumers. Second, expanding the brand experience to elicit positive responses from consumers by immersing them in special situations to experience brand identity. Third, brands can enhance consumer brand loyalty by fostering continuous relationships with consumers and cultivating brand culture through omnichannel strategies that encompass both offline and online channels. Consequently, this study presents practical strategies for various fashion brands along with theoretical contributions to domestic fashion brand startups and brand identity construction. With these strategies, it is anticipated that brands will establish clear and specific content and build a stronger brand identity by engaging in diverse communication methods that offer consumers sustainable values and brand experiences.

• 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.

• 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.