• 한국정보통신학회논문지
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• 제20권1호
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• pp.65-71
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• 2016

Cyber world는 유기적으로 살아 있어, 계속 진화하며, 인간과 상호 소통하면서, 컴퓨팅과 네트워크의 단말을 통하여 가상과 현실의 인간 생활에 직간접적으로 연결된다. Cyber world에서 brand는 심벌과 로고타입 등 디자인으로 표현되는 BI(Brand Identity)를 통해서 창조되며, 디지털 기술의 발전에 맞춰서 발전해 오고 있다. 본 논문은 기업과 조직의 브랜드 가치를 향상시키고, 빠른 속도로 확산되는 cyber world의 mobile 환경에 적응하는 동영상을 개발하여 나타내고자 한다. Brand identity의 개념, brand identity의 구조, 통합적 brand identity 연구를 시작으로, 해외 Swisscom, HP, BBC 사례에서 적용한 brand identity의 개념과 구현을 연구하였다. 그리고, 가치 향상을 위한 moving brand identity를 위해 본인 작품인 ACM SIG CHI 2015, HCI Korea 2014, Aegis Ship 'Yulgok YiYi'의 설계 내용과 개발한 결과물을 통해 moving brand identity에 적용하여 개발하였다. 본 논문은 cyber world에서 moving brand identity를 연구하여 기업가치의 향상과, 우리나라의 브랜딩 향상 전략에 기여 할 것이다.

• 아태비즈니스연구
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• 제2권2호
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• pp.1-35
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• 2011

Facing information overload in today's complex environments, managers look to a concise set of marketing metrics to provide direction for marketing decision making. While there have been several papers dealing with the theoretical aspects of dashboard creation, no research creates and tests a dashboard using scientific techniques. This study develops and demonstrates an empirical approach to dashboard metric selection. In a fast moving consumer goods category, this research selects leading indicators for national-brand and store-brand sales and revenue premium performance from 99 brand-specific and relative-to-competition variables including price, brand equity, usage occasions, and multiple measures of awareness, trial/usage, purchase intent, and liking/satisfaction. Plotting impact size and wear-in time reveals that different kinds of variables predict sales at distinct lead times, which implies that managerial action may be taken to turn the metrics around before performance itself declines.

• The Journal of Asian Finance, Economics and Business
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• 제7권8호
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• pp.353-360
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• 2020

The main aim of study is to identify the factors that affect the purchasing intention of young adults. The reference group is an important factor in determining the underlying causes of young adults' purchasing intentions. However, the literature states that young adults prefer to buy brands they trust in order to eliminate the risks that may arise when buying products they may not know. Moving from this perspective, the study proposes a conceptual model that including structural relationships between brand trust, reference group, and purchasing intention. The study aims to contribute to the literature by discussing the moderator role of brand trust in this structure. A series of hypotheses are tested via a survey completed by 749 young people between the ages of 20 and 30 living in Istanbul, Turkey. The data were analyzed with IBM SPSS-23 and AMOS-18 program. In addition to descriptive, reliability, and factor (exploratory and confirmatory) analysis, hierarchical regression analysis was performed to test the research hypotheses. The results show that the reference group positively influences the purchasing intention, and brand trust plays a moderating role in this relationship. The findings are discussed and some practical suggestions are made for mobile phone manufacturers.

• 산경연구논집
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• 제14권5호
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• pp.1-9
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• 2023

Purpose: Visual design has many prospective applications, including attaining business, social, educational, and political goals. The purpose of this study is to gain an understanding of how visual design influences consumer-facing brand values and marketing messages. In order to be successful in marketing, one must promptly attract the attention of the clients one is attempting to sell to. Research design, data and methodology: In order for the research to provide useful information, it will be necessary to sort the findings in descending order of importance and construct an integrated whole out of the knowledge gleaned from various books, papers, and other sources. This method is essential for establishing the degree of objectivity present in each piece of research and combining the results of those studies. Results: Visual marketing promotes a product or service through moving or still images, illustrations, logos, and other forms of digital content. The audience may comprehend your message better if you include visuals. Even if people only scan your content, they may be more likely to notice it if it is presented appealingly. Conclusions: In conclusion, this study found that visual design substantially influences both the demand for products and the awareness of brand values within their target audiences

• 한국콘텐츠학회논문지
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• 제21권7호
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• pp.328-339
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• 2021

글로벌 경쟁 시대에 도시 브랜드는 도시의 경쟁력을 확립하는데 중요한 요소이다. 도시 브랜딩은 도시의 콘텐츠에 대한 이야기를 만드는 과정이다. 이 연구는 도시를 차별화하는 다양한 콘텐츠 중에서 도시 마케팅과 이벤트 관광 문헌을 바탕으로 도시 브랜딩 과정에서 이벤트와 도시 브랜드의 역할에 대해서 논의하고자 한다. 이 연구는 지난 20년 동안 하이 서울 페스티벌과 하이 서울 브랜드의 변화를 탐구하면서 서울을 조사하기 위해 근거 이론 방법과 사례 연구를 사용하고, 질적 연구에는 국내외 사례 연구 및 축제 관련 2차 데이터 분석이 포함된다. 연구 분석 결과는 불일치, 정체성 결여, 정치적 영향력이라는 세 가지 한계로 결론지어진다. 본 연구는 이 한계점을 바탕으로 도시 정체성과 이벤트 콘텐츠의 연관성에 대해 논의하여 안정적인 서울시 브랜드 전략으로 나아가는 데 시사점을 제시한다.

• 대한가정학회지
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• 제49권4호
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• pp.25-35
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• 2011

This study was intended to suggest overseas expansion strategy of Korean fashion character through sensitive space creation. This study reviewed literature, and did internet searching and observation. For the research methods were the analysis of the main retail spaces utilizing character and case study for the classification of collaboration types between retail space and character. As a results, 8 collaboration types between space and character were extracted: collaboration between retail distribution space and character, collaboration between product space and character, collaboration between service space and character, collaboration between experience space and character, collaboration between moving space and character, collaboration between publicity & advertising space and character, and collaboration between exhibition space and character. This study suggested the necessity of consistent identity strategy between character and retail space for a new character brand and the effectiveness of collaboration strategy for enhancement of character brand awareness.

• 패션비즈니스
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• 제10권6호
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• pp.131-145
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• 2006

The study used 24 clothing salespersons who had turnover experiences. It used a qualitative research method, through which the following turnover motives were found. The turnover motives can be classified into two: voluntary and non-voluntary. The voluntary turnover motives include marriage, career change, wages, human relationship, family moving, study abroad, health problems, and so forth. This study finds that some salespersons made a turnover because they did not like the products and brand or they preferred another products and brand. This kind of turnover is unique in the field of clothing sales and seldom found in the motives of salesperson turnover in other fields. The non-voluntary turnover motives are caused by non-personal, circumstantial factors which include the bankruptcy of companies due to economic depression, withdrawal of salesroom from department stores due to low sales, etc. This means that the creation, rise, and fall of fashion brands are closely related to frequent turnover of clothing sale associates. As there are various motives for the salesperson turnover, so it is necessary for the clothing industry to examine and investigate the trends of its salespersons and establish an appropriate policy to cope with the matter.

• 한국실내디자인학회논문집
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• 제24권6호
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• pp.171-182
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• 2015

With the increased quality of life, the meaning of houses is shifting from a functional space for the simple purpose of residing to a symbolic space representing life as personality. Starting with the advancement of IKEA into Korea last year, global brands are about to enter into Korea. As Korean brands are not certain about how to set their direction in the situation where global brands have rushed into the market, it was thought that a key to solve the problem could be found from the cases of the lifestyle stores of Japan, which is moving one step ahead of Korea. Considering the circumstances, the author limited the subjects of this study to the lifestyle stores that have already established their brand identity and have prominent expressional characteristics of interior design in Japan. Research and analysis were conducted through site inspection and books. As a study method, literature and previous research were reviewed to find the program characteristics of interactivity and participation, the spatial characteristics of accessibility and the expressional characteristics of symbolism, scene continuity and function complexity, as the basis for an analysis. The results of the analysis showed that Japanese lifestyle stores are appealing to consumers as the spaces with their own differentiated space composition and various programs, by establishing their unique concepts and explicit brand identity. It is expected that such expressional characteristics of interior design will be of help in defining the direction of interior design of Korean lifestyle stores in the future.

• 한국콘텐츠학회논문지
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• 제10권12호
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• pp.243-253
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• 2010

국내 외에서 통신 방송 결합상품의 가입경쟁이 가속화되고 있다. 여기에 더하여 Apple이나 Google 같은 거대 모바일 OS 사업자들이 통신 방송산업으로의 진출 움직임을 보이고 있어, 향후 결합상품 경쟁은 더욱 치열해질 전망이다. 이러한 상황 하에서, 본 연구는 결합상품 구매의도를 높이고, 기대할인율을 낮출 수 있는 요인을 밝히고자 했고, 그 해답을 핵심상품의 품질, 만족, 브랜드충성도에서 찾고자 했다. 연구 결과, 결합상품 구성상품 중 핵심상품에 대해 높은 브랜드충성도를 가지고 있는 경우, 핵심상품을 제공하는 사업자의 결합상품을 구매할 가능성이 더 높아지고, 요구하는 기대할인률 수준을 낮출 수 있다는 것을 확인하였다. 이 같은 연구결과는 저렴한 결합상품으로 타사 고객의 전환행동을 유도하는 마케팅전략 못지않게 기존 단품 이용고객들의 만족도를 높이는 마케팅전략이 중요하다는 점을 시사한다. 또한, 충성고객군에 대해서는 결합상품 할인율로 어필하기보다는 다른 혜택이나 가치를 제공하는 것이 보다 효율적일 수 있다는 것을 시사한다.

• 한국실내디자인학회논문집
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• 제25권3호
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• pp.121-128
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• 2016

Focusing on the cases applied to korean brand-name apartments In 1960s, economical growth and introduction of western-type cultures led to a boom of apartment construction. After internationalization'in 1980s through Olympic games in 1988, korean culture has attracted attention and individual life quality has been improved. Since 1990s, changes in personal life style has affected the housing culture and the construction companies started moving from quantitative supply to developing their own differential characteristics. Differentiation scheme triggered by construction companies since mid-1990s mainly focused on various ideas for space deployment. Space plans include such things as a private ground, a kitchen in the south, etc. while interior plans include to provide selection of the korean traditional style, natural or casual one. 'korean traditional style' apartment is one of such theme of the brand-named apartment. Interests on 'Tradition' can be broken down into a social trend and media trend. Firstly, the former includes the designation of Bukchon as a reserving area, one of the governmental 'Hanok Survival Program', and traditional building promotion scheme on the basis of construction policy plans. Secondly, the latter covers the interests which attract through the media showing oriental cosmetics, korean culture export via Hallyu, popularity of korean dramas, etc. Thus, it seems worth studying on the apartments with traditional factors. And also, this study aims to setup the concept and trends of korean traditional style apartments through the interior expression on the korean-factor space developed by brand-name apartments so that it could correct such false knowledge out of misunderstood concept of traditional space which results from simple decoration or structure type not accompanying Korean emotion or spirit rendered by some misleading media.