• Archives of design research
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• v.19 no.3 s.65
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• pp.31-44
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• 2006

With 'the improvement of brand image through the consolidation of the online and offline brand images' as the goal, the focus of this study lies in brand color. In order to analyze the differences between the website and offline image of a brand, as felt by the consumers, a survey on color image was conducted. Using the results of the survey as the foundation, a comparative analysis of online and offline color images was conducted, and the discrepancies between the two specified. Furthermore, solutions in creating websites that cultivate brand consolidation through color consolidation are presented. Using the thesis 'Research on the Color Strategy of Brand-name Coffees,' as a guide, and supplementing it with necessary improvements, this study presents three areas to consider when designing or managing websites for offline brands. First of all, color image is not static but variable, meaning that it appeals to the consumers differently, depending on change in other brands, trends, consumer point of view, etc. Thus, color image must be flexible. Secondly, overall brand image can be improved by its offline color. However, it should be realized that identical colors could produce different results online and off. Lastly, in general, the online image falls behind the offline image, in regard to color strategy. Therefore, more meticulous and carefully planned color design is necessary, as is the consideration of the unique and distinctive qualities of the World Wide Web.

• Cartoon and Animation Studies
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• s.17
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• pp.53-67
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• 2009

According to the changes of current regulation of media, the broadcasting environment has been loosened by market power, and came into competitive era for broadcasting industry with new technology of combined broadcasting and communication. To resolve these issues, the broadcasting provides are trying process of new channel brand identity to introduce their channels. The purpose of the research is to analyze Spot animation that has fast access to viewers among channel brand identity factors, review expandability and usage of Spot animation character to plan, manage character that can improve awareness and loyalty. Therefore it will study creation background and production, activities of each character representing KBS and MBC, compare the structure, color, material, expression of Spot animation character and summarize properties. To conclusion, three characters of KBS and MBC failed to apply structured and professional plan and management, only expressed image that each channel pursue on Station ID Spot animation and had issues of not deeply sighting expandability and usefulness as a character. The important factor to improve channel brand value of broadcasting provider is to have differentiated identity, and the core of it is to make image-responsible Station ID to be effective. Therefore, Spot animation and character of Station ID is a very important factor so there must be professional research and structural management from the early planning and production for character that represents the providers.

• Science of Emotion and Sensibility
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• v.9 no.1
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• pp.63-75
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• 2006

This is a basic research aimed at enhancing a brand image by unifying color images of a brand at both online and offline stores. h survey was conducted on color images of online and offline stores to measure the level of consistency between consumers' perception of the color image and the brand's color strategy. A brand preference survey was also performed to shed light on the relationship between the brand preference and the consistency of color images at online and offline stores. This study is committed to building an effective color strategy, based on the brand strategy, through web color planning that is consistent with the offline color image. This paper started with a specific purpose of devising solutions in regard to the prior study, entitled 'Study on Color Strategies in Brand Coffee', which recognizes the need for consistent color images, or integrated color strategies, in online and offline stores. I specifically took the approach of looking at color planning in the stage of designing a website. Two standards were used to analyze emotional and functional aspects of color images: color grading by I.R.I and five communicators of color information by Rouge. Direct visits were made to the offline stores for surveys to address the shortcomings of the prior study, in which offline stimuli were limited to printed materials. The direct visits enabled a study of an overall color image of the offline stores, while providing a set of substantial and specific guidelines for designing colors for a website. I hope this study goes a long way toward enhancing the level of consistency between online and offline color images based on the brand's unique color strategy, and thereby improving the overall level of brand image.

• Science of Emotion and Sensibility
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• v.16 no.1
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• pp.11-28
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• 2013

This article aims to explore the interactive roles of types of primed identity (local versus global identity) and types of ad framing on brand evaluations. The authors designed 2 experiments in which each experiment followed a $2{\times}2$ between-subject design. The empirical results showed that a gain-framed ad induced more positive emotional responses than a loss-framed ad, and the positive affective responses lead to more favorable brand evaluation. Furthermore, the results showed that there were interactive effects of primed identity and types of advertisement frame on brand evaluation. In the additional analysis, the results showed that when people with local identity were exposed to the gain-framed ad, they would engage in a higher level of integration processing than those in the control group, which in turn induced more favorable evaluation to the local brand. That is, the integration processing mode played a mediating role between the interaction (local id priming ${\times}$ ad frame) and the local brand evaluation. However, in the case of global brand evaluation, the integration processing mode did not play such a mediating role.

• Journal of the Korean Society of Clothing and Textiles
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• v.28 no.7
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• pp.1007-1018
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• 2004

Luxury fashion brand business is one of the most successful global businesses in these days. The luxury fashion brands with strong brand power permeates through various regions of the world with high added value and buying power. This study was conducted to determine the dimensions of the luxury fashion brand equity so that the fashion marketers can develop strategies to increase their brand power. ID find out the dimensions of the luxury fashion brand equity, qualitative as well as quantitative research methods were employed. Qualitative research was conducted by interviewing 12 consumers who were loyal to the luxury fashion brands. A total of ten dimensions(uniqueness, sophistication, display, economical and utility value, overall pleasure, satisfaction, reputation, trust respect, social acceptance) were identified as a result of the literature review and the qualitative analysis, and a questionnaire was developed based on them. The questionnaire was administered to 250 subjects and the responses were analyzed by factor analysis to confirm the dimensions empirically. As a result of factor analysis, 7 dimensions of fashion luxury brand equity are ＇chic and pleasure＇, ＇trust＇, ＇distinction＇, ＇reputation＇, ＇economical and utility value＇, ＇social acceptance＇, and ＇status＇. First, ＇reputation＇, ＇economical and utility value＇ and ＇social acceptance＇ are similar to the result of the literature review and the qualitative analysis. Next, ＇Chic and pleasure＇ included ＇overall pleasure＇,＇display＇and＇sophistication＇that were identified previously. We knew that People would expect emotional responses such as display through luxury fashion brand. ＇Trust＇ included ＇trust＇ and ＇satisfaction＇ that were identifed previously. ＇Distinction＇ included ＇uniqueness＇ and ＇respect＇ that were identifed previously. Finally, ＇status＇ included ＇sophistication＇ and ＇reputation＇ It seemed that the concept of ＇sophistication＇ was near symbolic rather than descriptive.

• Design Convergence Study
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• v.15 no.3
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• pp.117-131
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• 2016

The introduction of comprehensive programming channels has led to a diversity in the viewers' tastes and excessive competition between TV channels. Demand for channels on well-being is also increasing, due to the well-being and green consumption trends. This study conducted a case study on domestic and international channel branding strategies as well as an analysis on Korean channels focusing on well-being and lifestyle and found that there are no TV channels which provides comprehensive well-being information on food, clothing and housing at the moment in Korea. This study further discovered that information on such topics are currently provided in a tidbit fashion via educational or entertainment programs. Therefore, this study presented strategies for a well-being lifestyle channel brand and designed the brand mark and a station ID for the channel. This study conducted a survey targeting 50 men and women over 20 who have participated in environment-related projects for an objective verification of the channel brand strategies and design. The survey showed that the respondents were generally positive towards the necessity of the channel and of the content presented by this researcher. Some of the respondents, however, pointed out that the readability of the brand mark needs to be improved. This was reflected in the improved design and a survey comparing the two designs showed positive results. The results of this study will contribute to the launch of a well-being lifestyle channel targeting green consumers in the future.

• Journal of the Korean Home Economics Association
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• v.41 no.5
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• pp.109-118
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• 2003

The purpose of this study was to analyze the utilization of Database Information System of Fashion Brands in Daegu area. The interviews, reviews of previous studies and the empirical investigations were processed for this study. The questionnaire was administered to 27 fashion brands in Daegu, Korea, from September to October in 2002. Data were analyzed by using frequency, mean and percentage utilizing SPSS statistical package. There were no brand differentiation in brand characteristics, items, target age and company size in Daegu Fashion brands. Awareness of Information Network and Usages of Internet marketing were in relatively low level. The rate of the brands possessing Web-site, POS system and Customer ID card were less than one third. More than a half of the brands had Customer Database system.

• Journal of the Korean Society of Surveying, Geodesy, Photogrammetry and Cartography
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• v.32 no.4_1
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• pp.335-341
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• 2014

The main goal of this study is on developing a proper brand-new data of national base map and Data Based(DB) model for new information technology environments. To achieve this goal, we generated a brand-new Hybrid spatial information model which is specialized in the spatio-temporal map structure, the framework map for information integration, and the multiple-layered topology structure. The DB structure was designed to reflect the change of objections by adding a new dimension of 'time' in the spartial information, while the infrastructure was able to connect/converge with other information by giving the unique ID and multi-scale fusion map structure. Furthermore, the topology and multi visualization structure, including indoor and basement information, were designed to overcome limitations of expressing in 2 dimension map. The result from the performance test, which was based on the Hybrid spatial information model, confirms the possibility in advanced national base map and conducted DB model through implementing various information and spatiotemporal connections.

• Journal of Internet Computing and Services
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• v.20 no.5
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• pp.87-94
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• 2019

In this paper, the method of analyzing the unformatted data of consumers accumulated on social networks in the era of the Fourth Industrial Revolution by utilizing data from the service design and social psychology aspects was proposed. First, the fandom phenomenon, which shows subjective and collective behavior in a space on a social network rather than physical space, was defined from a data service perspective. The fandom model has been transformed into a collective level of customer Persona that has been analyzed at a personal level in traditional service design, and social network analysis that analyzes consumers' big data has been presented as an efficient way to pattern and visually analyze it. Consumer data collected through social leasing were pre-processed by column based on correlation, stability, missing, and ID-ness. Based on the above data, the company's brand strategy was divided into active and passive interventions and the effect of this strategic attitude on the growth direction of the consumer's fandom community was analyzed. To this end, the fandom model of consumers was proposed by dividing it into four strategies that the brand strategy had: stand-alone, decentralized, integrated and centralized, and the fandom shape of consumers was proposed as a growth model analysis technique that analyzes changes over time.

• Journal of the Korea Furniture Society
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• v.22 no.1
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• pp.63-71
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• 2011

Hanji has known for its high qualities for more than thousand years. Hanji is stronger, and has better durability, air permeability, flexibility, thermal insulation, soundproofs and UV absorbability. Therefore, developing industrial interior finishing materials using Hanji is replaced with the PVC (Poly-Vinyl Chloride) materials instead, it will be a new environment-friendly material and positively represents Korean brand marketing. The industrial inter-construction material is discomposed by heat or light because of material characteristics. As a result, it emits a lot of noxious substances. Hanji is essentially a neutral paper since it does not rely on any acidic chemicals of artificial bleaching methods. Hanji is also known as the living paper because of its close relation to nature. Therefore, I would like to suggest that Hanji made from alternative material as a chicken fiber. It will be a non-polluting interior finishing materials by making use of Hanji to a taste of Korean culture in the green industry around the world. Rather than PVC used commonly in construction material, kitchen and office furniture, interior materials in the subway, trains, or other vessels, credit cards, and ID cards, I created an interior construction material by using patented Hanji. This will be increased the value of usefulness in the environment-friendly green industry instead of PVC.