• 패션비즈니스
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• 제15권5호
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• pp.87-102
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• 2011

The research intends to exploit a strategy method of personal branding improving a personal value for construction of a personal image. As an assessment, the model of construction strategy of personal branding is developed in four steps of a model, construction of personal branding, by using elements of personal image and researching about personal branding strategy of scholars. In order to substantiate a validity of presented model, the case analyses of Martha Stewart. The strategy of four steps for construction of effective personal image is explained below. First step is an analysis of personal brand equity, deciding a direction of the concept of a personal branding through analyzing into a core value and core competence of one. Second step is a personal brand identity, constructing personal specification and identity with elements of personal image by using effective strategy, being able to be perceived to population. Third step is a personal brand positioning, constructing competitive brand image by using analysis of SWOT and strategy STP. Fourth step is a promotion of personal brand, advertising and extending a brand image of one by using a public activity and communication methods such as publication, mass media, and social network. By using the four kinds of processes, constructed strategy of a personal brand will be significant for construction of an effective personal image by having increment of a value and power of the brand.

• 복식문화연구
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• 제23권4호
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• pp.686-704
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• 2015

As mass media has come to intervene with politics in a more proactive way during modern times, the image of a politician has evolved into a more relevant factor compared with political content. This phenomenon is known as "image politics", and such externalized images as non-verbal cues have grown in importance, along with the numbers of female politicians. Thus image strategy has been instituted as a major research theme in the field of political marketing, especially for female politicians. In accordance with this theme, this study aims to approach fashion as part of image strategy of female politicians, in order to reemphasize political fashion as a valuable resource. The methodologies employed in this study are based on both the literature and positive research. Female politicians have long utilized fashion styles that are, or are assumed to be, the most appealing to their target base of support in a predominantly male-centered sector. In this sense, appropriate choices in the usage of apparel items, colors, hair styles, accessories, and others according to each situation and respective hierarchies are of the utmost importance. When attending official ceremonies and other related meetings, the strategic superiority afforded to a scientific approach based on thorough fashion research, compared with personal taste is imperative. The significance of this study lies within the recognition of the importance of fashion image, and how to utilize fashion for image strategy in practice, through the investigative synthesis and review of major preceding research.

• 한국체육학회지인문사회과학편
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• 제54권4호
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• pp.347-361
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• 2015

본 연구는 프로구단을 활용한 기업의 스포츠마케팅 전략이 기업이미지의 변화 및 설득을 이끌어낼 수 있는지 알아보는데 연구의 목적이 있다. 특히, 기업이미지의 설득과정에서 원산지와 기업평판이 기업이미지변화에 어떠한 조절효과가 있는지 분석하고자 하였다. 이에 사전·사후의 실험을 통해 최종적으로 211명의 유효자료를 확보하였고, 기업 이미지 변화와 원산지 인식 및 기업평판의 조절효과를 분석하여 다음과 같은 결론을 얻었다. 첫째, 실험 후 기업의 신뢰이미지와 사회공헌이미지는 통계적으로 유의한 증가를 보였다. 둘째, 원산지 인식에 따라 기업이미지는 실험 전·후 차이를 보였으며, 실험 후 기업의 신뢰이미지와 사회공헌이미지는 증가하였다. 셋째, 기업평판에 따라 기업이미지는 실험 전·후 차이를 보였으며, 실험 후 기업의 신뢰이미지와 사회공헌이미지는 증가하였고, 신뢰이미지에서는 기업평판에 따른 조절효과가 확인되었다. 종합해보면 본 연구는 프로구단을 활용한 기업의 스포츠마케팅 전략이 기업이미지의 설득에 영향을 미친다는 연구결과를 보여주고 있으며, 동시에 소비자로부터 기업이미지를 변화시키는 중요한 마케팅도구임을 증명해주고 있다.

• 한국컴퓨터정보학회논문지
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• 제17권3호
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• pp.193-201
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• 2012

오늘날 기업의 경쟁력은 단순한 기술개발이나 기존의 판매기법보다는 자기 기업을 다른 기업에 비교하여 차별화 할 수 있는 이미지 창출전략의 필요성이 더욱 강조되고 있다. 따라서 기업은 기업의 새로운 역량을 확보하기 위한 방안으로 기업에 있어서 한층 더 향상된 기업이미지의 관리방안을 필요로 하고 있다. 이에 이 연구에서는 기업이미지에 관한 선행연구를 조명해 보고, 이를 기초로 하여 기업에서의 지속적인 기업이미지 제고를 위해 고려되어야 할 요인들을 도출하여 이들의 구조적인 관계를 분석하여 오늘날 기업에서 필요로 하는 기업이미지 제고의 체계적인 관리전략을 통한 정책적 시사점을 제시하였다.

• 동아시아경상학회지
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• 제9권3호
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• pp.115-124
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• 2021

Purpose - An empirical analysis of various opinions of experts to build Busan's global city image. Based on this, we provide strategy establishment metrics using opportunities, strengths, and threats to build Busan's global city image. Research design, data and methodology - SWOT-AHP analysis are used in terms of methodology, and this study is based on experts' reviews and answers. In addition, AHP analysis is performed based on SWOT analysis to derive the result values for important priority factors. Result - As a result of the prioritization of SWOT-AHP results, a matrix of strategic development directions for Busan city brand building can be presented. As a result of the composite weighting, the factors related to opportunity were ranked as important. In addition, matrices on SO strategy, ST strategy, WO strategy, and WT strategy were derived. Conclusion - This study is an interdisciplinary study from the economic aspect, international management and international marketing aspect, administrative aspect, and architectural engineering aspect. Through this, the image of a global city of Busan that can overcome COVID-19 and cope with the 4th industry in the future will be built, and Busan will be able to build a global international city image by commercially attracting the 2030 World Expo.

• 한국실내디자인학회:학술대회논문집
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• 한국실내디자인학회 2005년도 추계학술발표대회 논문집
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• pp.100-105
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• 2005

Recently cosmetic enterprises make rapid progress try to make well-known brands to perceive an image marketing. As the result, the brand's reliability continues to grow, beyond a medium of expression in two-dimensional, but through tridimensional, on brand's image runs strategies. In a strategic point suchlike visual as a shop's image give a stimulus to customers for increase invalue in corporate image and value of commodities. In the strategy of increase in sales, it is on the rise immediate constituent to consumers. Through cosmetic brand shops, cosmetic industries are provide personalized services and cultural facilities, rather than just selling products and to help revitalization of the cosmetic markets, and the pursuit of customer-oriented segmentation strategy to make changes for the better image for the shops. Each cosmetic brand shops' image of segmentation strategy has an effect on individual organizations and designs. As of today in Korea, cosmetic brand shop's designs, start to appear in the late 2000,will try to fine segmentation strategy for strengthen shop's image and research about unique quality of cosmetic brand shops into consumer orientation space, and make the best of significant prepare on the basis of directions for cosmetic brand shop which have ability to function as cultural facilities.

• Asia Marketing Journal
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• 제14권3호
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• pp.153-167
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• 2012

KB Kookmin Card has separated as an independent corporation from KB Kookmin Bank Credit Card Business Group on March, 2011. Ever since, KB Kookmin Card worked to build its own brand identity. The strategic preparation and conscientious implementations made KB Kookmin Card position in consumer's mind with a strong and unique brand image. Its new brand image was rooted in the inherited strengths of reliable and sincere image. However, it faced the challenge to compete in credit card industry in which most competitors had an advanced and sophisticated image. The strengths of KB Kookmin Card were also at the same time their limitations. KB Kookmin Card took a strategy that strengthened the strengths and improved the weaknesses. It focused on the core competence of being a people's sincere life supporter that helps people make savings from everyday events to make a good sum rather than being a lump sum benefit. The brand introduction strategy was implemented in 2011. The implementation focused on the activities that made internal as well as external customers be aware of the brand. Communication programs using a variety of media were executed to attain this goal. In 2012, second phase communication programs were introduced to elaborate the newly established brand image. It introduced many extended products as well as accessory programs which targeted the segments. Also, various CSR activities in many social domains helped consumers and the public to consider KB Kookmin Card an authentic, caring, trustworthy, and consistently-developing supporter in their everyday lives.

• 한국콘텐츠학회논문지
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• 제10권2호
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• pp.444-451
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• 2010

본 연구는 초정리의 지역이미지통합 전략을 수립하는데 기초가 되는 지역이미지 및 중요요인에 대해 살펴보았다. 연구결과 지역이미지 통합을 위해 중요시 되는 요인은 자연성과 독창성이었으며, 인구통계적 특성에 따라 부분적으로 인식의 차이가 있는 것을 알 수 있었다. 이를 통해 지역이미지 통합을 위해서는 지역 대표자원을 이용해 자연적이면서, 차별화된 이미지통합 전략이 수립되어야 함을 알 수 있었다.

• 한국실내디자인학회논문집
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• 제16권2호
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• pp.331-338
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• 2007

In the aspects of the globalization and localization, it is crucial to determine 'Urban selling point', which explains how to make an image: in order to acquire city identity based on the cultural and historical understanding for the Positive city image. The Purpose of this study is to investigate the possible role of the public space as a tool of the city marketing strategy, as well as to realize the cultural city identity through the design of the public space by studying cases which promote the value of life for both of the city and the citizens. Two methodologies are utilized for this study; First, he value in realizing cultural identity is examined through the city identity related to the city marketing and theoretical review of city amenity; second, the several domestic and international cases of cultural planning in culture-accumulated public space are selected and analyzed to map out new strategies from the perspective of place strategy, cultural strategy, and marketing strategy. The results from this study are as follows; first, the culture-accumulated public space through the formation of culture has its own characterized meaning, which has the significant value for the city representative image; second, when planning the culture-accumulated public space, it is important to select not only the appropriate image strategy but the adequate type of the public space for the city planning.

• 한국실내디자인학회논문집
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• 제20권1호
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• pp.33-42
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• 2011

This study, by applying the experiential and psychological thought category of "impression" as the space design strategy for drawing out "sensitivity," aims to break down the psychological mechanism forming the image held by the subject, and based on such segmentation, seek and strategize an effective design methodology. The subject's memory, pure sensation, and movement sensation are set as the preceding determinants comprising the psychological mechanism of space impression. The control determinants for achieving activation of psychological effect are reinterpreted as the relations of memory-cognition, sensation-perception, and movement-sensation and categorized into a cognitive strategy based on association, metaphor and remembrance; a direct sensation strategy based on formation, superposition and transposition of sensation; and a sensation strategy of process-formation based on expectation organization and reversal, contraction and relaxation. Each strategy is achieved through the formal, material and structural control of architecture. As a restructuring of the design methodology that has been experientially applied, the strategy categorization is important in that, by presenting the usefulness and effect by strategy according to space experience, it makes concrete the basic data that are useful for designing experience of sensitivity.