• The Journal of the Korea Contents Association
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• v.21 no.3
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• pp.364-374
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• 2021

In a fiercely competitive market, brands have become an important foundation for people to choose their products, and brands are also symbols of people's status and strength. Therefore, the importance of brand image design is growing. And color is an expression of emotion and can improve the communication and marketing environment of brand image as an important element of brand image. In this study, Interbrand selected Korea-China TOP 50 brand as a survey target in 2019 and downloaded brand CI from each brand's homepage to data images through Adobe Photoshop program and HSB system, and analyzed the color of the brand. There is no big difference in analyzing the color characteristics of Korean and Chinese brands, and the I.R.I color image scale analysis shows that the overall design of Korean brands is vibrant, elegant and warm to consumers. On the other hand, the overall design of the Chinese brand offers consumers a solemn, modern and sophisticated emotional adjective. Based on the results, this study can provide practical implications for companies to select colors and forms when launching their own brands and developing products.

• Journal of Distribution Science
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• v.17 no.9
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• pp.15-23
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• 2019

Purpose - This study was aimed to investigate the moderating effects of cobranding promotions that are rare in brand experience and brand loyalty studies, and to find out cobranding promotions can play a moderating role to enhance positive effects on the relationship between brand experience and brand loyalty, and to figure out the cobranding types which can lead to positive brand loyalty. Research design, data, and methodology - The conceptual research model was developed to explain the effects, and 2018 Interbrand's global top 15 brands such as Apple, Google, Amazon, Samsung were suggested to be selected from 377 Amazon Mechanical Turk respondents to answer the 22 survey questions made by Qualtrics with 5-point Likert scale. Results - In this research, the moderating effects of cobranding have been confirmed on the relationships between brand experience and loyalty, and the positive cobranding promotions can have significant effects on the relationships, but only for the least experienced brand was significant. Regarding to cobranding types, there were no significant ones to enhance brand loyalty. Conclusions - The findings confirmed that cobranding promotion experience can play a positive moderating role to brand loyalty, and the loyalty can be maximized if companies can provide positive cobranding experiences to their own consumers.

• Journal of Fashion Business
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• v.26 no.3
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• pp.50-71
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• 2022

This study aimed to present pioneering data on the use of Metaverse through a case study on the use of Metaverse by luxury brands and to reveal the intrinsic value of Metaverse in the fashion industry. The study was conducted based on literature data such as various articles and papers related to Metaverse and cases of luxury brands. For luxury brands data, we used Interbrand and LYST. As a result, Gucci, Louis Vuitton, Balenciaga, and Burberry were selected. Examples of the use of luxury brands' Metaverse use include; Gucci actively embraced digital technology and used Metaverse technology for the most diverse purposes such as promoting new products, opening seasons, and experiences. Louis Vuitton and Balenciaga focused on the entertainment and games. Burberry focused on promoting and experimenting with new products. As a result of the study, the intrinsic value of the Metaverse is as follows. First, there are no restrictions on time, scale, and institution. Second, active information acceptance is possible; Information can be selectively accommodated through participation and communication using Metaverse. Third, customers and businesses interact in equal positions. As customers participate and communicate, their ties with companies deepen, thus the can create a brand image together. Through Metaverse fashion, customers experiences are not limited to reality and the can directly access optional information. Based on the above examples and values, we hope those fashion companies and Metaverse media will innovate desings to match the trends and the seasons.

• Journal of the Korea Fashion and Costume Design Association
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• v.20 no.1
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• pp.49-59
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• 2018

The purpose of this research is to study the semantic characteristics of men's cosmetics brand names by analyzing 51 brand names in the domestic market, so as to find ways to develop strategic brand names. In order to investigate this area, the study looked at the Interbrand Company's Name Spectrum, and the results are as follows. The men's cosmetics brand names turned out to be freestanding brand names, descriptive brand names, and associative brand names, in that order. The freestanding brand names were found to be the initial combinations of the words that have the desired benefits in the concepts of the pertinent brands; in other words, coined brand names that were made by synthesizing words such as nice men, naturalism, eco-friendly plant-derived materials and ideal skin. Associative brand names are generally used to express the effect of enhancing brand awareness by considering the phonetic image of the word or prompting a masculine and favorable image. Descriptive brand names use language symbols such as men, homme, man, monsieur and gentle to represent specific business and product categories for men, and also use stem, plant, flower, skin, beauty, moisturizing, tosowoong and so on to provide the properties and beneficial information related to the products. In conclusion, the men's cosmetics brand names embody an important factor that symbolizes the concepts, functions or features of the brand, and there is a need for men's cosmetic brands to develop more unique and distinctive brand names to promote their brand names as constitutional factors that can build brand power and strengthen brand image.

• Journal of Korea Society of Industrial Information Systems
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• v.29 no.3
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• pp.89-105
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• 2024

The purpose of the study is to examine the impact of ESG activities on brand value by linking the effectiveness of ESG activities to marketing, the most core part of a company. This study conducted an empirical analysis targeting companies listed on KOSPI and KOSDAQ from 2016 to 2022. Looking at the empirical analysis results of this study, first, in the individual analysis of ESG activities, it was confirmed that E (Environment) and G (Governance) have a significant positive influence on brand value. Second, in the environmental field, stakeholder response had a significant positive relationship with brand value, and in the governance field, the board of directors had a significant positive relationship with brand value. Through this study, we can provide logical evidence proving that ESG activities are important activities that must be carried out in advance to increase brand value. Among ESG activities, it was found that stakeholder response activities in the environmental field and board-related matters in the governance field play an important role in increasing brand value. It is also expected that it will serve as a catalyst for research on the importance of ESG activities in the marketing field.

• The Journal of the Korea Contents Association
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• v.22 no.2
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• pp.237-254
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• 2022

This research paper studied the effect of corporate CEO's image on brand value. The purpose of this study was to elucidate the change in corporate value following the legal arrest of Samsung Electronics CEO. To demonstrate the legal restraint of Samsung Electronics CEO and change in brand value, the argument was made based on analysis data evaluated by the Korea Industrial Policy Institute and Interbrand. In the case of Samsung Electronics, even in 2017 after CEO Lee Jae-yong was arrested, the brand value of Samsung Electronics rose 9% from the previous year to reach $56.2 billion. In 2020, it ranked fifth, and in the first half of 2021, while CEO Lee Jae-yong was arrested, Samsung Electronics ranked fifth in value. In this study, Samsung Electronics' production and brand value continued to rise after the 2000s regardless of the CEO's legal restraint. As a result of this study, Samsung Electronics revealed that the company's management and brand value have been established regardless of the legal restraint of the CEO.

• Asia Marketing Journal
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• v.16 no.4
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• pp.75-87
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• 2015

As more companies become interested in global markets, it has become crucial for firms to create globalized brands whose positioning, advertising strategy, personality, looks, and feel are consistent across nations. The purpose of this study is to investigate the global branding strategy of the Hyundai Motor Company (hereafter HMC) in order to show how the company processes its branding strategy. HMC, one of the leading global companies in the automobile industry, set up its brand identity as "Modern premium", in alignment with their new slogan "New Thinking New Possibilities", in 2011. The aim of the "Modern premium" concept was to provide consumers with new experiences and values beyond their expectations. HMC wanted their consumers to think of their cars as not only a medium of transportation but as a life space, where they can share experiences alongside HMC. In an effort to conduct consumer research in 5 different nations, HMC selected "brilliant" as a key communication concept. The word "brilliant" expresses the functional, experiential, and emotional dimensions of HMC. HMC furthermore chose "live brilliant" as a key campaign message in order to reinforce their communication concept. After this decision, the "live brilliant" campaign was exhibited through major broadcast channels around the world. The campaign was the company's first worldwide brand campaign, where a single message was applied to all major markets, with the goal of building up a consistent image as a global brand. This global branding strategy is worth examining due to its significant contribution to growth generation in the global market. Overall, the 'live brilliant' global brand campaign not only improved HMC's reputation image-wise, with the 'Modern Premium' conceptualization of the brand as 'simple', 'creative' and 'caring', but also improved the consumer's familiarity, preference and purchase intention of HMC. In fact, the "live brilliant" campaign was a successful campaign which increased HMC's brand value. Notably, HMC's brand value increased continuously and reached 9 billion US dollars in 2013, leading it to reach 43rd place in the Global Brand Rankings according to the brand consulting group Interbrand. Its brand value largely surpassed that of Nissan (65th) and Chevrolet (89th) in 2013. While it is true that the global branding strategy of HMC involved higher risks, it was highly successful according to cross-nation consumer research. Therefore, this paper concludes that the global branding strategy of HMC made a positive impact on its performance. We further suggest HMC to combine its successful marketing with social media such as Facebook, Twitter, and Instagram and embrace digital media by extending its brand communication horizon to the mobile internet