• Journal of Digital Convergence
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• v.13 no.11
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• pp.109-118
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• 2015

Brand integration is necessary for the effective development and implementation of local brand. However, integrated brand can't be successfully used without 2 key points, concrete foundation and effective use of the brand image. The brand integration research was operated by selecting eight states council and 10 local cities that have more than one million populations. In states side, seven of eight states were experiencing lack of effective development and controlling process. On the other hand, integration effort need to be made in 10 city brands, though brand controlling process was not bad. It seems that brand improvement process that can express variety of important meaning in one simple integrated brand image is necessary. Therefore, we need to make effort to develop those integrated brands by setting brand strategies that could easily deliver wide range of meanings with simple image and making manuals to systematically manage them.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.20 no.1
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• pp.65-71
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• 2016

The cyber world is organically alive. It continues to evolve as humans interact with it. Real life and virtual reality are directly or indirectly connected through technology at the network terminal. Branding, in the cyber world, is created by BI(Brand Identity), using designed symbols and logotype developed with digital technology. The objective of this study is to improve the brand value of enterprises and organizations through the use of moving images to adapt to the mobile environment in this rapidly changing cyber world. First, the basic concepts of brand identity, structure, and integrated brand identity were studied. Next, case studies of overseas enterprise branding such Swisscom, HP, BBC were analyzed examining their design concepts and implementation of integrated moving brands. Finally, moving brand identity is explored, for value enhancement, in my projects in ACM SIG CHI 2015, HCI Korea 2014, Aegis Ship 'Yulgok YiYi.' with a discussion of design planning and results. This treatise will contribute to the improvement of brand strategy and design in this country.

• 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.

• Science of Emotion and Sensibility
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• v.11 no.1
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• pp.57-68
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• 2008

With the shift of consumer’s spending behaviors further into emotionally-driven purchases, the role of brand is becoming even more important, which in turn, expands design’s role in the brand image strategy. The contact point between the consumers and the brand is the primary channel for building strong brand image through experience. Therefore, it is critical to comprehensively plan and manage the consumer contact point for any brand. Given the changing market conditions, the objective of this study is to define and structure an integrated design development and management system for building successful brand image. In order to do so, the research analyzed the characters of brand image, the conditions for consumer experience and the roles of emotion. The analysis into the correlation between images and emotion process model yields three natures of an image. The image 1) is based on empirical decisions, 2) expresses and conveys emotional aspects and 3) builds mental values through a sense of sympathy. Through case studies of successful designs that meet all three characteristics, the roles of a brand icon in building strong brand image and the needs for integrated design approach for implementation are defined. The methods for integrated design include 1) providing a focal point through brand image positioning, 2) utilizing visual themes based on brand image plot, 3) building a Total Identity Program to holistically manage brand images and 4) developing brand icons for brand image reinforcement.

• East Asian Journal of Business Economics (EAJBE)
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• v.1 no.3
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• pp.42-50
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• 2013

Brand Equity plays a major role in the highly competitive Quick Service Restaurants (QSR) industry in India. There are a variety of factors which affect the brand equity that a company commands in the market. Integrated Marketing Communication (IMC) is an emerging concept in marketing wherein all the major promotional activities are used to create a synergic output and send across a clear and consistent message to the customers. This study aims to find out the impact of five major tools of IMC namely Advertising, Word of Mouth, Sales Promotion, Event Sponsorships and Public Relations which are most applicable in the QSR industry on the four major dimensions namely Brand Awareness, Brand Association, Perceived Quality and Brand Loyalty which aid in creating Brand Equity. The study was conducted by collecting data from a sample and analyzing the data using statistical tools to find any relationships between the above mentioned variables. The findings suggest that marketers should focus on building favorable opinion about the brand amongst customers and take care regarding the news published about the brand since it affects brand image. Moreover, it was also found out that making people aware about the brand and the perceived quality about the brand play the major role in creating brand equity more than other factors.

• Journal of Korea Entertainment Industry Association
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• v.15 no.5
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• pp.19-31
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• 2021

This study investigates how domestic entertainment companies' CSR activities, risk management, and producing abilities affect consumers' perception of their integrated brand assets. A survey was conducted on college students enrolled in a four-year university, and a total of 423 data were used for analysis. The result indicates the following. First, consumer evaluation of economic activity and philanthropic activity showed a positive causal relationship with the perception of integrated brand assets. Second, the higher the risk management and producing ability on evaluation of entertainment companies, the more positive the perception of integrated brand assets. Third, the main effect of producing ability was found to be significant among the four companies. In addition, regardless of the evaluation level of CSR activities and risk management, the group with a high producing ability evaluation showed a higher perception of integrated brand assets than the group with a low level of evaluation.

• Journal of Distribution Science
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• v.14 no.5
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• pp.59-70
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• 2016

Purpose - The objectives of this study are described as following. First, the study will establish the concept of Brand Values of Environmentally-friendly agricultural product through theoretical discussion. Second, it shows the effects of Environmentally-Friendly Agricultural Products brand value on Brand Satisfaction, Brand Trust and Brand Loyalty by empirical investigation. Third, in order to provide the methodology of brand development, literature regarding and questionnaire survey were used such as Environmentally-Friendly Agricultural Products Brand Value, Brand Satisfaction, Brand Trust and Brand Loyalty. Based up on the results, the research estimates consumers' relative priorities of Environmentally-Friendly Agricultural Products Brand Value factors in purchase. This research also suggests the consumer oriented new brand development and the progressive direction for the successful launching of Korean Environmentally-Friendly Agricultural Products Brand. Research design, data, and methodology - Because the relative literatures reviewed regarding not only each factor but also the relationships among them, Brand Value was categorized into 4 dimensions: Emotional, Social, Functional, and Epistemic Value. Then, Brand Loyalty was added as an outcome variable and Brand Satisfaction, Brand Trust were also added as mediators. The proposed research model and 13 hypotheses were created and 23 measurement items were developed. A face-to-face questionnaire survey with items concerning the Brand Value of Environmentally-Friendly Agricultural Products is conducted to housewives in metropolitan area in May 2016. Respondent answered about Brand Value, Brand Satisfaction, Brand Trust and Brand Loyalty in preferred Environmentally-Friendly Agricultural Products. 333 copies of the questionnaire were collected and analyzed using SPSS 21.0 and AMOS 20.0 to determine the reliability and validity of the measurements. Results - From the confirmatory factor analysis and a structural equation modeling, the outcomes of these studies were as follows; (1) Three Brand value dimensions, i.e. Emotional Value, Social Value, and Epistemic Value had a significant and positive impact on Brand Satisfaction, but Functional Value did not. (2) Social Value also had an impact on Brand Trust, (3) Brand Satisfaction significantly affected Brand Trust, and Brand Trust influenced on Brand Loyalty, and (4) Brand Satisfaction were perfectly effective in mediation between Emotional Value, Epistemic Value and Brand Trust, and it also partially mediated between Social Value and Brand Trust. Conclusions - According to the result of consumer research on Environmentally-Friendly Agricultural Product brand, 3 dimensions of brand value affected brand satisfaction, and especially Social Value was a significant positive dimension. So, marketers should concern about value proposition of Environmentally-Friendly Agricultural Product to consumers by using premium package design, store identity, and distinctive product. Consumers wanted to get self-esteem, self-regard, and high social position by purchasing it. This study has academic and practical significance, so the findings can be applied to a wide range of brand management strategies. However, there are some limitations; 1) limitation about development of new brand value dimensions, 2) limitation about gender in the area of respondents. Future research should be done with wide range of respondents.

• 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.

• Journal of the Korean Society of Clothing and Textiles
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• v.21 no.1
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• pp.237-247
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• 1997

The purpose of this study was 1) to explain integrated clothing brand loyalty by investigating the dimensions, 2) to investigate relationships between brand loyalty and clothing importance, aesthetic aspects of clothing, modesty, status symbol of clothing and authoritarian personality, 3) to identify the effects of demographic variables on clothing brand loyalty. The subjects were 104 female living in Kyong-Ju, Korea. The data were collected using self -administered questionnaires and analyzed by factor analysis, frequency, correlation, step- wise multiple regression and ANOVA. The results showed that 1) four dimensions of clothing brand loyalty were identified through the factor analysis: continued brand loyalty, habitual brand loyalty, symbolic brand loyalty and committed brand loyalty, 2) the status symbol of clothing, aesthetic aspects of clothing, and authoritarian personality were positively related to brand loyalty. Among these, the status symbol of clothing was the most significant variable, 3) brand loyalty was not varied by demographic variables.

• Proceedings of the Korean Institute of Interior Design Conference
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• 2008.05a
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• pp.139-143
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• 2008

The brand power is getting more important in apartment market so that consumers are accustomed to ask first what the apartment brand is when they are considering to buy an apartment. Even so the brand name is the first factor which approaches to the consumer, message and image can be delivered to customers by visual factors. Since visual image can be effective to remind of customers brand image, construction business company should make portfolio to synthesize brand Image actively. This research investigate images of consistency in extenor and interior design according to the apartments brand. Used lexical meaning of the adjective used to discern standard to extract images, selected survey, and evaluated by step 1 to 5 using semantic differential method, SD. The collected cases are analyzed by using statistics software SPSS for windows release 11.0. This research provides conveyance of the vision image which fits to the brand Image and further design direction.