• Journal of Korean Society of Rural Planning
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• v.19 no.4
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• pp.95-104
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• 2013

This study developed three indices for evaluating regional brand value, i.e. awareness index, experience index, and attractiveness index. We used an AHP approach to estimate these indices for 151 rural regions (151 administrative jurisdictions in Korea). Our estimation results show that regional brand index varies considerably across regions by the individual characteristics of interviewee. First, the value of regional brand of local jurisdiction is higher than that of more integrated administrative jurisdiction. Second, the brand value of Gangwon and Jeolla region is higher than that of other regions. Third, the interviewees with school children in the age of 40-50 are likely to have higher regional brand value. The estimation results also show a need for different strategies to develop and improve regional brand.

• Journal of Korea Multimedia Society
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• v.24 no.3
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• pp.481-493
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• 2021

Regional brands are recognized for their importance as one of the local public relations policies, but only the methods promoted by local government officials and outside experts are revealing limitations in self-reliance and sustainability. In order for a regional brand to succeed, it is necessary to develop and manage a brand that fits the characteristics of the region together with various stakeholders including residents. In this study, it was confirmed that regional brand evaluation indicators may vary depending on the stage of co-creation in the design process for regional brand development, and the type of value co-creation was determined through a classification method using the results of the evaluation index. According to the results of the study, the type of value co-creation that fits the local situation and characteristics can be derived by adjusting the stage of co-creation execution in the design process.

• Journal of Distribution Research
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• v.11 no.4
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• pp.71-96
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• 2006

A systematic brand value management starts from its measurement. Accordingly, a number of studies have proposed to measure the value of the brands. However, most of them deal with the brand value of the tangible products. Also, in many cases, such an effort did not bring long-lasting effects because either it ended up with an one-time measurement or it employed a different measurement method each time, thus hampering the comparability of the results and the accumulation of knowledge over time. So, this study has measured retail brand value index of the discount stores and the department stores of Korea every year between 2002 and 2004. And then it provides what they have found over that period. In addition this study examines the significant relationship between retail brand value components and the market performance.

• Proceeding of Spring/Autumn Annual Conference of KHA
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• 2009.04a
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• pp.361-364
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• 2009

In recent, the marketing competitions that stimulates the emotions of consumers are intensifying in the domestic construction industry due to the increase of unsold new apartments. However, there is a need for brand identity establishment through which more differentiated information can be delivered to the consumers, as each brand is focusing only on idealistic image advertisements of dream, future and happiness. Accordingly in this study, the top five brand apartments according to the national brand value evaluation index (BSTI, BrandStock Top Index) were selected and analyzed their TV advertisement characteristics, and its purpose is in evaluating the brand images perceived by the consumers of their TV advertisements. The significance of the results from this study is in presenting the basic information for establishing effective communication between the corporations and consumers. The survey research of this study was conducted for the students of D University, and SPSS 14.0 program was used for the statistical data analysis.

• Korea Journal of Hospital Management
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• v.23 no.1
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• pp.41-50
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• 2018

The purpose of this research is to evaluate Brand Value by using the K-BPI(Korea Brand Power Index) of Korea Management Association which is based on consumer awareness, as well as to identify how Brand Value which is composed of top of awareness, unaided awareness, aided awareness, image, possibility of purchasing, preference, affects on the Market Share perceived by consumers. This research subjects were 10 hospitals with more than 1,000 beds in Seoul and Gyeonggi-do, and survey subjects were 20 or older adults living in the metropolitan area of Korea. Using K-BPI for measuring Brand Value and used calculation of Market Share according to consumer preference model for measuring Market Share. The major results of this research are as follows: First, this research identified that the top 5 hospitals of largest hospitals in metropolitan area measured by using K-BPI and Market Share were same hospitals as Big 4 hospitals of previous research evaluating the comprehensive competitiveness of hospitals and also same as hospitals that appeared recently. Second, Big 5 hospitals ranked first to fifth in both Brand Value and Market Share. To identify the relationship between K-BPI items(top of awareness, unaided awareness, aided awareness, image, availability, preference) and Market Share, multiple linear regression was used by dividing 5 upper and 5 lower group of hospitals per each. The group of 5 upper hospitals had a significant effect on Market Share, with 'top of awareness', 'unaided awareness', 'aided awareness'. The group of 5 lower hospitals had a significant effect on Market Share with 'unaided awareness', 'aided awareness'. The results of this study and hospitals of the first to third hospitals published in the K-BPI press release reported by KMAC in 2017, and the previous studies evaluating the comprehensive competitiveness hospitals, all had one thing in common that Big 4 hospitals ranked high position. This suggests that evaluation of Brand Value also can be a evaluation measure of hospital. A new competitiveness of hospital is expected by managing brand awareness to have a brand competitiveness and by securing intrinsic Market Share of consumer to reach hospital use ultimately.

• Journal of the Korean Data and Information Science Society
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• v.24 no.6
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• pp.1231-1239
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• 2013

Recently, successful management of the brand is more important than anything else to enhance the competitiveness of enterprises and increase customer loyalty. Most customers evaluate value and image of an enterprise in accordance with their experience of its goods and service. This study focused on the Fisheries Cooperative Association representative brand for the marketing point of view and attitude shall establish a scheme that can identify. We suggest a model that can measure the brand equity index (BEI) for equity. Based on the survey, we intended to provide the strategic direction and derive important factors for improving brand equity.

• Management & Information Systems Review
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• v.17
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• pp.1-24
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• 2005

The purpose of this study is to figure out the effects of advertisements (functional value, sentimental value, self-expressing value) depending on the gender in regard of the attitude towards the advertisement, brand attitude, purchase intention, and the characteristic and quality of the product. From the study on the university students, there was a meaningful interaction among the independent variables in regard of attitude towards advertisement, brand attitude, purchase intention, and characteristic of the product in the four dependent measurements used for the index of advertisement effects. In terms of the attitude towards advertisements, brand attitude, purchase intention, and the characteristic of the product according to the gender and value suggestion, functional convenience was more influential for men compared to the sentimental convenience and self-expressing value. On the other hand, self-expressing value was more influential for women in terms of the advertisement effect and the characteristic of the product. The main effects depending on the gender were common in four dependent values such as attitude towards advertisement, brand attitude, purchase intention and characteristic of the product, and the average of all values was higher from women. Thereby, it can be said that women show more positive advertisement effects in terms of attitude and purchase than men. The main effects on the value suggestion were meaningfully indicated in advertisement attitude, brand attitude, and characteristic of the product except the purchase intention. Also, the functional and self-expressing value made better advertisement effect, while the sentimental value showed a comparatively lower advertisement effect. In terms of the sentimental value, a comparatively low advertisement effect was shown statistically compared to the functional and self-expressing value in all dependent values, but there was no big difference depending on the gender. That is, in terms of the sentimental value, a separate value suggesting advertisement can be more influential when it is combined with the functional value for men, and for women if it is combined with self-expressing value.

• The Journal of the Korea Contents Association
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• v.19 no.4
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• pp.1-11
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• 2019

Recently, the importance of not only financial factors from financial statements but also non-financial factors such as consumers' evaluation and loyalty to game content is more emphasized when assessing the value of game companies. In this study, we suggest the brand reputation index as an appropriate measure of a game company's valuation and examine the effect of the brand reputation on game companies' stock price using the observations of Korean major 30 game companies. From the empirical results, we find that there is a significantly positive association between the brand reputation index and the game companies' stock price. This explains that the brand reputation of game companies can directly affect their firm value. The findings are expected to contribute to capital markets and academia as they have presented empirical evidence of the importance of brand reputation as a non-financial measure for the valuation of game companies.

• Asia Marketing Journal
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• v.16 no.1
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• pp.169-193
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• 2014

The earlier studies have verified that brand values have significant impact on financial values such as stock return and stock price to justify marketing costs for brand building. Except for Mizik and Jacobson (2008), however, little research has addressed what kinds of brand components composing brand values have a significant relationship with financial values. As a follow-up research of Mizik and Jacobson (2008), this research focuses on what kinds of relationships exist between the unanticipated change of each brand asset component and stock return, one of the financial values. The authors selected six brand asset components from the Korea-Brand Power Index(K-BPI) data in which 'Top of Mind,' 'Unaided Awareness,' and 'Aided Awareness' are brand awareness measures and 'Image,' 'Purchase Intention,' and 'Preference' are brand loyalty measures. Out of those six brand components, they found that unanticipated changes of 'Top of Mind,' 'Unaided Awareness,' 'Image,' and 'Preference' have significantly positive effect on unexpected stock return change. Therefore, they conclude that these four brand asset components provide incremental information in explaining unanticipated stock return.

• The Journal of Asian Finance, Economics and Business
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• v.9 no.3
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• pp.11-22
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• 2022

The iron and steel sector is caught between two worlds: "carbon reduction" and "development." The goal of this study is to show that optimizing asset structure to boost intangible assets, particularly brand assets, is a viable strategy to achieve low-carbon development. This study uses panel data from 38 A-share companies in China's iron and steel industry from 2010 to 2020, as well as World Brand Lab data, to create a comprehensive impact index of enterprise value from the standpoint of an asset structure optimization, and to test the impact of intangible assets and brand equity on enterprise value. The findings show that: the asset structure of iron and steel enterprises is closely related to enterprise value, implying that iron and steel industry development necessitates a transformation of quantity control and quality improvement; the proportion of intangible assets in the asset structure of iron and steel enterprises plays a positive and critical role in enterprise value under surplus conditions. The iron and steel industry begins to shift from tangible to intangible assets; there is heterogeneity in the iron and steel industry transformation. Given certain technological levels, the share of brand assets contributes significantly to the increase in enterprise value.