• Korean Institute of Interior Design Journal
• /
• v.20 no.5
• /
• pp.105-113
• /
• 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.

• Korean Institute of Interior Design Journal
• /
• v.15 no.3 s.56
• /
• pp.111-117
• /
• 2006

In the recent years, domestic construction companies have tried to differentiate their apartments using brand positioning. Respective construction companies are attracting public attention with discriminative brands. This study investigated residents' preferences focusing on apartments facade design used in marketing strategy of brand apartments. Four concepts in surveyed brand apartments are deluxe, modern, eco-friendly and comfortable. According to the related study on design factor of apartment facade, the design factors are chosen such as the overall building shape, balcony form, main color, exterior wall shape, material, main access shape, pent house design and window size. As a result of analysis, there was a difference between brand concepts and consumers' views. Therefore, apartment facade design to differentiate their own companies' brand images should consider the perception of customers.

• Proceedings of the Korean Institute Of Construction Engineering and Management
• /
• 2007.11a
• /
• pp.603-606
• /
• 2007

In an effort to secure competitive edges by increased product differentiation, construction firms began to market name brand apartments. Thus, intensified competition between apartment brand and Housing. This study is analysis the fact of apartment brand and housing with System Thinking. And We show the basic strategy about construction firms with SWOT matrix.

• Journal of Korean Society for Quality Management
• /
• v.44 no.2
• /
• pp.425-450
• /
• 2016

Purpose: This study can provide a strategic advantage for the marketing information of CRM of apartment provider microscopically. It is also expected to contribute to policy for public housing supply in the macro. Methods: This study is contained theoretical research on CRM & Residential Satisfaction & the brand of Apartments with the search for prior literature. Establish a research model to derive a hypothesis. It performs measurements aimed at an apartment tenant. After the test the hypothesis proposes a conclusion. Results: CRM activity of the housing construction companies is confirmed that a significant positive influence on residential satisfaction and brand value. Conclusion: Housing construction companies through improved residential satisfaction have on the growth strategy that takes the brand value in regardless of environmental factors. it is necessary to focus on CRM activities.

• Journal of the Korean Institute of Landscape Architecture
• /
• v.38 no.1
• /
• pp.49-63
• /
• 2010

This study was intended to analyze and interpret the pattern of naming the domestic apartment brand from a semiologic viewpoint in a bid to review the meaning and value of apartment brand, while on the other hand, evaluating the characteristics of persuasive message pursued by current apartment brand in 2010, and consequently, the conclusion of the study is outlined as follows. 1. As a result of analyzing the coinage of branding naming, the words such as combination, joint and blending pattern tended to dominate, which seemed to attempt to represent the variety of values of the housing culture. Brand ideation tends to stress the character symbolism and polysemic message using syllepsis, and the experimental attempt to revive the traditional dwelling concept in a modern sense in a way of combining the archaic word with the Chinese character was found as well. 2. As a result of analyzing the frequency of verbal identity and lexeme of domestic apartments, those frequently used are in order of ville, nature, beauty(美), park, hi, green, palace(宮), nobility and center(tra), which are the lexemes representing the landscape, view, nature and dignity. 3. As a result of identifying the pattern of lexeme using analysis frame based on existing researches such as apartment brand positioning, the most important external core concepts controlling the direction and value of apartment brand are 'environment-orientated' and 'emotion-orientated', and internally, 'function-oriented'. Given the persuasive language expressing the 'environment-oriented' feature and the priority of brand lexeme are garden, park, view and the nature, a landscape-oriented persuasive message is seen to be surging in brand naming. 4. An emotion-oriented persuasive language such as dignity axis having major lexeme represented by palace, nobility, class and a pride axis having major semantic elements represented by human, I and you are used as major value concepts and persuasive language that lead domestic apartment brands to differentiation and upgradation. 5. Among the lexemes focusing on view from environment-oriented standpoint, hi, hill, tower, view, mark, heights are the trend pursued by high-rise apartment aiming at the view such as residential-commercial apartment, and thus the persuasive language focusing on high-rise concept is expected to become the element dominating the trend of apartment brand for the time being.

• Proceeding of Spring/Autumn Annual Conference of KHA
• /
• 2009.11a
• /
• pp.272-277
• /
• 2009

The purpose of this study wat to check CS service and to seek directions of development of CS service in apartment house by investigating the status of CS service and residents' satisfaction of CS service. This study indicates brand apartments provide a variety of CS service for the residents living in the apartment houses. In terms of perceptions and satisfaction of CS service, the study has found that there is growing recognition and needs of CS service and it is necessary to reinforce A/S service in aspect of CS service.

• Proceedings of the Korean Institute of Interior Design Conference
• /
• 2006.11a
• /
• pp.215-218
• /
• 2006

The attention of brand apartment is flourishing along with growing concerns about resident's health and their housing. This study examined the environment-friendly features on six brand apartments in Kangnam area in Seoul since 2000. The findings were as follows: The environment-friendly features of most brand apartments are in satisfactory level. The environment-friendly parking lot and greenzone were satisfactory on the viewpoint of ecology. From the perspective of relationship between housing and environment there was lack of the consideration of locality issues. However, from the perspective of health and comfortability there was lack of indoor planting.

• Proceeding of Spring/Autumn Annual Conference of KHA
• /
• 2003.11a
• /
• pp.277-282
• /
• 2003

The purpose of this study is to investigate the architectural visual identity, and scheme of conceptional extent of architectural visual identity through literature research and sample analysis by design factors for apartment design. Korea National Housing Corporation's Mapo apartment put first caterer which is continued about 30 years to solve shortage of houses by beginning and the impact of IMF and the price decontrol on second half in the 1990s have changed the housing status to commercial goods. Construction companies have introduced brand concept to satisfy consumer's appetite in production of house goods including apartment under market situation. Importance of visual identity in apartment design occupies has risen in heftily. However most companies are in condition of stay on two-dimensional application that uses symbol, logotype, and character assistance. Several high position construction companies are trying architectural visual identity, but those are applied in partial element and those are not going forward to systematic classification and synthetic visual identity plan within peculiarity of apartment complex. This study is to grasp plan and design tendency to acquire identity of design element of construction field and goods through design examination. In conclusion visual identity in apartment design is architectural visual identity on all of 2 dimensions and 3 dimension for application. Architectural visual identity is a language of form that prescribe identity about external appearance in combination with brand image.

• Journal of the Korean housing association
• /
• v.18 no.3
• /
• pp.63-72
• /
• 2007

The purpose of this study is to identify the impact of the building, site, and region characteristic factors on the annual average price rising rate of apartment housing in Seoul. The data were consisted of 272 apartment units in Seoul. A survey included checking the drawing documents and interview with apartment maintenance staffs and real estate agencies from October 2006 to February 2007. Data were analyzed with descriptives, frequency, crosstabs, and linear regression by SPSS/PC for Window. The linear regression model was employed to evaluate the price rising rate in apartment housing. Following results were obtained. The price rising rate for pyeong ($3.3m^2$) of apartment housing was determinated by the district zone, the construction company's brand name, the building age, the building stories, the floor space index, the building-to-land ratio, the green space rate, and the distance from the downtown. Especially, the district zone was the most important factor that affected the price rising of apartment housing in Seoul. Therefore, the policy has to focus to solve the imbalance between autonomous districts with the collaborated tax.

• Proceedings of the Korean Institute of Interior Design Conference
• /
• 2008.05a
• /
• pp.144-148
• /
• 2008

The purpose of this study is to get a grasp on the current trend of apartment facilities by analyzing the bathroom facilities of the brand apartments, which are currently being sold in the metropolitan area. Twenty eight apartment complexes from top seven brand apartment, ranked by its construction ability in 2007, were selected as the subject of the study. Research was conducted by studying bathroom facilities of each complexes through e-catalogues in their web-site. The results of the analysis are as follows. Functional improvements as well as digital equipments were added to the basic facilities. Also in order to upgrade the quality of bathrooms, various and high-quality facilities and finishing materials were used as well as glass partitions for separation of dry and wet area, sunlight windows and so on. The conclusion reached to the fact that those various bathroom facilities need to be considered in the aspect of providing high quality living environment, not just supplying various bathroom to the future customer.