• Journal of Fashion Business
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• v.15 no.5
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• pp.55-68
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• 2011

The purpose of this research is to study the visual characteristics of domestic national men's wear brand logos. For this purpose, 80 of national men's wear brands were selected from '2010/2011 Korea fashion brand Annual' For analysis, they were classified into three categories: logo types composed only with logomark or symbol and logomark together. Types of symbol were classified into word symbol, descriptive symbol, and abstractive symbol. And the used typefaces were classified into serif and san serif and acromatic and cromatic The results are as follows: The visual characteristics of domestic national men's wear brand logos, there were more brands that used logomark with symbol together than logomark only. And the type of symbols were appeared descriptive symbol(32% ) that meaned the men's power, nobleness and royalty. In domestic national men's wear brands, color of logos were more frequently used acromatic color as black and grey than cromatic color. Among the cromatic colors were more appeared to a kind of blue and green. And the used typefaces were the more frequently used to serif typeface of capital. As a result, the visual characteristics of domestic national men's wear brand logo were that they used the brand logos composed of descriptive logomark with symbol together, black serif typeface the most. From this results, we could find that visual stragety of domestic national men's wear brand logos had the tendency to emphasize the function of conveying information, brand concept that men's wear. The specific and continuous following research in which psychological factor of consumer reflected was requested as a measure to seek brand logo that aid to establish brand power and reinforce brand image.

• Journal of Distribution Research
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• v.11 no.3
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• pp.23-53
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• 2006

Brands are important in the consumer market. They are the interface between consumers and the company. And consumers may develop loyalty to brands. Also, the late development of industrial marketing explains the near absence of research on brand equity in business to business. With recent change, Industrial companies have shifted from a production focus to a customer focus. Industrial brand is fast developing. The basic purpose of this study is to investigate industrial brand trust and loyalty affecting the result of business relationship between industrial buyers and suppliers. Factors hypothesized to influence trust in a brand include a number of brand characteristics, company characteristics and consumer-brand characteristics. This research presented a comprehensive constructive model consisting of components of industrial brand trust and loyalty, and then propose the research model base on prior researches and studies about relationships among components of industrial brand loyalty Data were gathered from respondents who work in industrial buying center. For this study, Data were analyzed by AMOS 4.0. The results of this research analysis were as fallow. Industrial brand trust and loyalty were positively related with a number of industrial brand characteristics, supplier characteristics and buyer-brand characteristics, relationship commitment. This research newly proposed the concept of industrial brand trust and loyalty affecting the result of business relationship between industrial buyers and suppliers.

• Journal of the Korea Fashion and Costume Design Association
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• v.13 no.1
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• pp.135-146
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• 2011

Despite the recession that has affected people's consumption of clothing, the 'Gold Kids' market shows steady growth. This study analyzed the characteristics of components that make up infant and children's wear brands. Firstly, this study found the linguistic features of infant and children's clothing brands. Most brand names have common characteristics such as idiomatic expressions, combination and separation of vocabulary, and more than 6 syllables. Also, when they formative brand quality, they frequently used words like 'girl', 'kid' and 'baby' to clarify the category of the brand product. Also it is meant to present a clear brand concept to the target consumer to offer their brand information and product characteristics. Moreover, English is widely used in the brand names, and they used appropriate symbol graphics that fit the titles and qualities of the brands. Second, to strengthen their brand identity and inherent concepts, infant and children's clothing brands normally use their own particular brand colors wich makes special and strong visual impressions on the target consumer. Also, they mainly use applied sans serif typeface showing the softer brand quality. Brand logos have different visual expressions depending on their brand value and the target consumer. The word type of the logos presents clear brand identity and information to the target consumer. Through the study, we found that infant and children's clothing brands tend to use written brand names for the logo type more than graphic symbol logo patterns. This indicates that infant and children's clothing brands tend to emphasize information transfer rather than visual graphic symbols when they organize brand logos.

• Asia-Pacific Journal of Business
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• v.2 no.1
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• pp.23-48
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• 2011

Generally, higher brand equity ends up with higher market share and higher profitability. However, superior brand equity does not guarantee the success in the market. That is, consumer choice is closely related to brand equity but we need more than brand equity to explain this complex phenomenon. We adopt the customer equity concepts: value equity, brand equity, and retention equity. By incorporating value equity and retention equity into customer equity, it is possible to avoid the problems of using the brand equity only. In the paper, we apply this customer equity concepts to cellular phone and investigate the effects of antecedent variables such as exposure, knowledge, positive experience and negative experience on the components of customer equity. In addition, as surrogate measure of customer lifetime value, the weighted measure of purchase intention, consideration set inclusion, and next purchase is used as dependent variable. We estimate the effects of components of customer equity at the brand level and aggregate level using SURE model. Estimation results show that Apple has currently low market share but has high future potentials and Korean firms have currently high market share but has rather low future potentials.

• Journal of Fashion Business
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• v.12 no.1
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• pp.129-146
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• 2008

The purpose of this study is to identify components of CEO image and to examine predictors to affect company's market value. To explore the social construction of the CEO Image depicted in the popular business newspaper, the Wall Street Journal and daily newspaper of Korea, was analyzed. Then, the reconstructed image of the CEO was compared with the firm's stock price change to see their relationship, if any. This paper focused on the case of Carly Fiorina as previous chief of Hewlett-Packard, who was the Fortune's ranking of the 50 most powerful women in business is presented. The period for the analysis was five years and eight months from her inauguration(July, 1999) to the release(February, 2005). The results, four predictors such as nature, management ability, leadership style, appearance character had statistically significant relationship with both company's market value and the image of CEO. In addition to revealed that media coverage of Carly Filoina was commensurate with the financial performance, particularly stock price change of the Hewlett-Packard. In general, the best image of the CEO is highly transcends to the image of the company as well. Therefore it is need to manage effectively components of CEO image to enhance brand image and its brand value, which are further expected to enhance company's market value.

• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.11
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• pp.1558-1569
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• 2002

Two components of brand image are brand association related to brand properties and brand persona which is measured by descriptive words. The purpose of this study is to analyze the brand image of apparel by qualitative approach including natural grouping method suggested by Aaker. For this, face-to-face interviews were carried out in March and April 200l.11 interviewees were respectively asked to classify' pre-selected several tens of apparel brands based on their image differentiation, and then to explain the reason of grouping and to describe resultant brand groups. In this process, many brand image associations and brand persona-descriptive words were collected. 9 types of brand association were identified, and these were summarized as three factors suggested by Keller -attributes, benefits, and attitudes/evaluations. And 3 words which used to refer brand image frequently -dokteukhan (unique), simple, and yeosungseureowoon (feminine)- were interpreted in their meaning. Brand persona-descriptive words implied diverse meaning which were dependent on context.

• Journal of Distribution Science
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• v.10 no.11
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• pp.39-53
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• 2012

Purpose - This study identifies relationships amongst repurchase intentions, brand equity, and preference by applying VMD of fashion retail stores. The results would help coffee shop owners and coffee makers in devising an appropriate strategy for successfully managing coffee shops. Research design, data, methodology - The VMD model of a coffee shop includes harmony, trend, and attractiveness, while brand equity encompasses brand awareness, perceived quality, and brand image. In this study, the VMD factors of coffee shops, brand equity, and brand preference, are shown as independent variables, while repurchase intention is shown as the dependent variable. The study aims to ascertain the extent of the influence configuration factors of a coffee shop have on brand equity, brand preference, and repurchase intention. Regression analysis was used to verify the mediating effects of brand preference on brand equity and repurchase intention. The measurement items were already deemed as reliable and valid in the previous study, but some modifications were made for the purposes of this study. Questionnaires were distributed to 550 consumers on a national scale, and 517 consumers amongst these were finally used as a sample for analysis using the SPSS 17.0 statistical program. Results - First, amongst the VMD configuration factors of a coffee shop, trend, and attractiveness have a positive impact on brand equity (brand awareness, perceived quality, and brand image). Second, brand equity has a positive effect on brand preference. Third, brand preference has a positive effect on repurchase intention. Fourth, brand preference plays the role of a mediator in measuring the impact of brand awareness and brand image on customers' repurchase intentions. Conclusions - The theoretical implications can be summarized as follows. First, this study proposes a theoretical basis that can be adapted to the VMD configuration factors of a coffee shop by identifying the relationship between brand equity and coffee shops. This study applies the VMD factors to the coffee shops and presents a new research model by examining the relationships amongst VMD components of coffee shops: brand equity, brand preference, and repurchase intention. Second, it clearly establishes the relationship between brand equity and brand preference by identifying the mediating effects of brand preference, given that brand equity has a positive impact on repurchase intention. The practical implications are as follows. First, development of brand equity and management can be important components for coffee shops in determining that the VMD configuration factors of coffee shops have an impact on brand equity. Second, amongst the VMD configuration factors, attractiveness and trend have a positive influence on choosing coffee shops, therefore store atmosphere should be attractively designed, while the menu and interiors should complement each other and be reviewed periodically to conform to the latest trend. Third, VMD configuration factors that are confirmed are not easily changed. Fourth, large franchises and foreign companies have strengths in scale, locations, and brand. Fifth, the different ways of campaigning should be compared to those of large franchises and foreign companies in order to increase brand equity using VMD configuration factors.

• Journal of Korea Society of Digital Industry and Information Management
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• v.20 no.1
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• pp.133-147
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• 2024

In this study, we examine the components and characteristics of channel brands, the renewal process of channel brands, and the competitiveness of SBS Subusu News and MBC 14F, online channels of Korea's leading terrestrial broadcasting company. We conducted in-depth interviews with staffs YouTube news channels such as Subusu News and 14F. First, examining the brand components and characteristics of SBS's Subusu News and MBC's 14F vertical channel, Subs News maintained its direction through the renewal of the logo type, graphic characterization, emoticon production, and campaign design production. 14F focused on brand renewal of the logo type and modification of thumbnail design to reveal the identity of the channel brand. Subusu News and 14F have achieved success through a spin-off approach that considers content relevance, expanding their brand extension. As a result of analyzing the competitiveness of the channel brand, Subusu News maintained its identity as a combination of B-class sensibility and journalism, while 14F positioned itself as a channel that delivers useful information content.

• Journal of the Korea Safety Management & Science
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• v.15 no.1
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• pp.303-315
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• 2013

The purpose of this study is to explore the mediator effect of the presidential candidate brand affiliated to the certain party toward enhancing the party brand equity and the presidential candidate brand value. In detail, firstly, the study attempts to identify the determinants of the party brand equity. Secondly, we clarify the factors of presidential candidate brand value. Finally, the paper testifies the proposed mediator model of the presidential candidate brand with respect to the impact of the belonging party brand equity in voting intention. Results show that the mediator effect of candidate brand exists between the affiliated party and the voting intention. In voting intention, the perceived quality of the party brand equity significantly influences on the candidate brand. Brand loyalty and Brand association of the party brand equity don't impact on the candidate brand significantly. In addition, the result proposes the all components of candidate brand value have significant impacts on voting intention. This paper is an initial attempts to regard the political parties and affiliated candidates in terms of brand marketing as the party brand equity and the candidate brand value respectively. With respect to better enhancing an approval rating, the study is proposed to the parties and candidates to-do list and direction of brand equity management.

• Journal of Distribution Science
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• v.16 no.1
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• pp.17-27
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• 2018

Purpose - The purpose of this study is to practically analyze the effect of the brand equity of Korean food companies in Vietnam on the brand attitude and purchase intention of Vietnamese consumers. Research design, data, and methodology - In total, 240 subjects were examined in this study. The collected data were analyzed using statistical programs SPSS 21 and AMOS 21. The credibility of the variables was examined using the exploratory factor analysis, and confirmatory factor analysis. The hypothesis was examined through the structural equation model analysis. Results - It is proven that brand image and perceived quality are accepted, and the brand awareness is rejected from the hypothesis that "the brand equity has a positive effect on the brand attitude". However, the brand image and brand awareness are accepted, and the perceived quality is rejected from the hypothesis that "the brand equity has a positive effect on the purchase intention". Conclusions - The following are the conclusions of the study. First, among the components of brand equity, the brand image is confirmed to positively affect both brand attitude and purchase intention. Second, high brand awareness does not necessarily lead to positive brand attitudes of the consumers. Third, The brand image appears to positively affect the brand attitude and purchase intention. However, the awareness of consumers of a brand does not directly lead to positive consumer attitudes.