• Journal of Distribution Science
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• v.20 no.6
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• pp.109-123
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• 2022

Purpose: This research presents a practical tool aimed at increasing collaboration between designers and marketers for effective retail space branding. We present a design-related information processing model (DIP Model), which is a schematic map that includes cognitive theories which have design applications to retail space branding. Research design, data and methodology: Through literature review and practitioner opinion survey, 43 theories pertaining to the brand communication in retail spaces were selected, and design applications of the theories were analysed through field trips to stores of global brands. Results: The DIP Model consists of two axes: the information processing axis (i.e., encoding vsretrieval) and the regulatory focus axis(i.e., promotion vs prevention). Theories related to information processing axis are theories that facilitate the encoding and retrieval of information as intended by the company. Theories related to regulatory focus axis are theories that reinforce positive cognition and prevent negative cognition regarding the brand. Conclusions: The DIP Model is developed as a tool to categorise cognitive theories that are applicable to the design of brand communication in retail spaces. As such, the model can provide a better understanding of the role of behavioural design, with the aim of building stronger brands in retail spaces.

• Korean Institute of Interior Design Journal
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• v.20 no.1
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• pp.109-116
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• 2011

As urbanization has evolved, a number of cities have been engaged in building creative power through branding. Cities contain much creative space and creative space within cities develops them. Cities are connected with space, which have a great influence each other, in particular, in cities of culture and art. Space contents in cities have various forms and types and work as important factors for branding of cities. In this high-touch generation, cities of culture and art have special meaning in that design of emotional generation, and cultural meaning of tangible and intangible assets in cities are their competitive power and sources of high added value. The cities of culture and art are oriented toward creative future globally and nationally. In cities of culture which seek for urban development by excavating artistic meaning and value through artistic and cultural development, their cultural meaning itself can become a brand, which effectively leads to building creative cities and marketing of urban brands. This study aims to analyse cases of cities developed through discovering or reactivating art and cultural meaning and value of urban space based on urban space contents. Then it analyses through what urban image, brands and marketing space contents were developed and suggests necessity of space contents development in small and middle sized cities. Therefore, based on the cases of art and cultural cities developed depending on space contents, it analyses and differentiate their various types and contents, aiming to show that any cities can be based on art and culture and creativity depending on creation, regeneration and development of space contents.

• Journal of Digital Convergence
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• v.18 no.3
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• pp.333-339
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• 2020

The lifestyle of the new consumer class of people with diversified social structures and tastes is affecting society as a whole. As of now, emerging lots of complex cultural space with unique sensibility and individuality, this paper is about proposing the branding of a complex cultural space. I selected Sounds Hannam as a cultural complex and conducted in-depth interviews about brand experience and Ethnography. The study found that Sounds Hannam needs sense of hearing and smell because the sensory factors of the Sounds Hannam are concentrated in the visual field, and also, there is a need to create an appropriate communication channel through SNS. The Sounds Hannam had the characteristic factors of sensibility, relaxation and content based on a diversity different from the existing one. Throughout research, it was derived that planning space as a place to inspire people through spatial composition that triggers behavior and creative thinking is the goal of a complex cultural space and at the same time, an effective way to reflect the lifestyle of those in 20s.

• 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

• Journal of architectural history
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• v.26 no.3
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• pp.31-38
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• 2017

The retail store, which appears in various ways of the modern city, is the architectural result that the merchandise is finally delivered to consumers. The relationship between the commerce based on manufacturing and distribution and the retail store as urban architecture can be understood not only from the viewpoint of economics and business administration but also the problem of the formation of urban history and urban organization. The modern industrial development in Korea had been progressed by the state led, as the manufacturing and distribution developed in turn. This social and economic situation influenced the formation of the retail store of the city. This is different from the West, which the development has been conducted together. The cosmetics sales space, which is the subject of this study, has changed in various forms from the 1960s to the 1990s. Cosmetics brand retail shop is a corporate brand-based space, but paradoxically, it has a historical characteristic of urban architecture in that it is branding city street. This specificity of Seoul is unexplained by the development process of the Western and does not exist as a physically huge or special construction sometimes. However, it operates as a urban architecture in Seoul where the complicated.

• International Journal of Computer Science & Network Security
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• v.21 no.9
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• pp.292-296
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• 2021

The purpose of this article is to explore the modern branding - its nature, history, originality, spirit and value to consumers. In particular, graphic design of the brand is an important component in terms of the modern European culture. The scientific novelty of the work implies the study of the contemporary design, which widely embraces the sphere of cultural and social life and can contribute to the development of progressive phenomena in society, as the design can literally be defined as a rethinking, a search for new meanings. The design itself is a versatile means of communication at the level of feelings and meanings. One of its main goals is the harmonization, and even formation of perception of the world, creation of new images or rethinking the essence of ordinary things. Hence, the research in the field of the design development is topical in the worldwide cultural space..

• Korean Institute of Interior Design Journal
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• v.22 no.6
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• pp.190-198
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• 2013

With globalization and the execution of a self-governing system, the government-oriented system has been transformed into a city-oriented system. The importance of the competitive power of a city is thus increasing. Because of this each region is trying to develop its own differentiated image and to create branding using unique historical and cultural resources and, as one of the strategies for this, public spaces have been developed. For a public space to be used as a means to promote the attractiveness of a city, creates a local image and works as a medium to help a community of people realize a pleasant life. Therefore, in this study, I am clarified theoretically the meaning of placeness and form factors. and study realization methods in the space around the public space case. The results of the study are as following. In the modern space, Place is to be understood as a recognition and experience. Therefore rather than spatial structure physical fixed, recognition through the human experience is an important feature of the place-making, it is necessary to access in spatial planning based on this point of view. The factors of the placeness formation are physical environment factors, activity elements of the human, the meaning factors. and these elements form the placeness through via interaction. Therefore, even space implementation of the place, it is necessary to grasp the elements of each, as well as the physical aspects in particular, planning programmatic and various functions must be parallel strategically. There is a need to implement a space device that can be carried out in space activities.

• Korean Institute of Interior Design Journal
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• v.25 no.1
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• pp.47-55
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• 2016

This article explores an extended sense of autonomy in contemporary architecture activated through the practice of fashion, by taking architect Rem Koolhaas' work Prada Epicenter in New York as a case. In doing so, it argues that throughout the work Koolhaas sets up a world in which the corporate and the individual are entangled together in complex ways. Instead of considering Prada Epicenter to be the exemplar illustrating that the global company-Prada-institutionalizes the designed commercial space in a top-down manner, this article claims that such a space imbricates a multiplicity of meaning that is generated at the intersections of the local and the global, the ordinary and the spectacular, and the individual and the institutional. In this respect French philosopher Gilles Lipovetsky's fashion theory works as a critical point: his claim that the ambivalence of fashion-both as corporate power and individual freedom-is a threshold encouraging us to better understand the operativity of late capitalism in daily life is extended to Koolhaas' case. In other words, Koolhaas' Prada Epicenter brings forth possibilities that the ostensibly technocratic and institutionalized space in fact works as a resillient field where senses of individual autonomy arise in the aid of corporative practice of branding.

• Journal of the Korean association of regional geographers
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• v.11 no.5
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• pp.405-425
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• 2005

Transition from mass tourism to post tourism is closely related with developing various types of cultural tourism. This study attempts to construct a conceptual framework of the development of cultural tourism through identifying the existing development stages of cultural tourism sites from birth to full development. This study clarifies that there exists an organic system among tourism, cultural activities and the production of cultural artifacts. It also found that development of cultural tourism sites goes through the following three stages: positioning and building place image, hard branding, and constructing local system. This study analyzes several key elements for respective of stages, which proved helpful in understanding the development mechanism of cultural tourism sites. It also tries to analyze tourism from an integrated, geographical perspective. The analysis gives us an understanding to the relations between tourism and various aspects of regional society and economy, thus contributing to the development of a system that will lead to active interchanges among those factors. Most of the theoretical background of this study: place identity, place image, activity space, local system and network are based on the concepts and ideas of human geography.

• Journal of the Korean Society for Library and Information Science
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• v.56 no.1
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• pp.321-345
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• 2022

Public libraries have been facing new challenges as the number of channels providing information resources has been increasing due to information and communication technology development. The perception of public libraries of the general public is that they should continue to play a substantial role in information services. However, the libraries' environments are changing, and the public's needs are diversifying, so public libraries also need to differentiate themselves from other organizations that provide similar services. This paper proposes branding as a solution to create differentiation. The study conducted a questionnaire survey with Koreans in their 20s. A series of statistical tests with the survey data showed the impact of the brand association elements on customer satisfaction and brand loyalty and identified unique factors in public libraries. For example, Brand associations such as material-based services, benefits, and attitude affected both dependent variables. On the other hand, the non-product association such as space/place images did not. Based on these findings, we provided implications for introducing branding in public libraries.