Today`s Enterprises are dash into unlimited competition era with globalism and wave of opening. The Competition is becoming intensify more and more. And also, The number of competitioner increasing rapidly day by day. Therefore, The Enterprise is endeavoring to Brand strategy development by one method of distinction. For example, "The Enterprise is selling Goods. However, The Consumer is buying Brand" It means that the Brand is important. Namely, The Consumer just thinking about goods. those are only synthetic things including the Goods quality, price, circulation and advertising. They do not think the Goods by itself. Therefore, The Brand Management Strategy is rising important issue in the Enterprise marketing activity. As like the Brand Management Strategy able to divide three part largely. Those are Brand Equity, Branding and Brand Extension. By the David A. Aaker(1991), The Brand Extension is using the name by extending for new Goods of other Goods group. However, The Goods must has high Brand value. In this position, The Extension means using Brand name for new Goods as it is, as well as include using by lightly changed name. But, The Consumer will be recognizing easily that it is similar name. In this study, I will introduce the existed research about Brand Extension as well as analyze the merits and demerits and detail properties of structure. Therefore, I will suggest the Brand extension construction. The Brand were composed by high evaluation and detail properties about Brand or Consumer`s friendly mind of Brand equity about Brand as well as It is connecting to buying Goods. This is general theory. In this study`s Brand Extension will be understanding the Consumer`s make decision by inner nation`s Consumer`s attitude for Brand and purchasing Goods activity. Especially, want to researching the relationship with Brand Extension and Construction.

keyword : Brand loyalty, Brand Equity, Brand Extension

Recognition for the importance of science culture and its social aspects are deemed global change, not only for Korea. Scientific technology is the best mental product the human being has ever made, and `manner of knowledge`-cum-`manner of life` as a knowledge system. However, in the other side of development in science, communication with the masses is being decreased, which makes people have a biased view and estrangement that the science would not coexist with community, and that only a few elite, specialized persons could manage. The age to come would be the one of higher-leveled scientific technology. In consideration of the situation of the times, the role of science museum is very important in order to publicize science and access the masses. Besides, in order to activate the function of exhibition of science museum as a place of public relations,as shown on the foreign cases, it needs to develop experiential and emotional science items the masses prefer, intriguing interest and fun, devising natural effect of studying as playing, and finally to entertain the exhibition in science museum. In addition, overcoming the existing still frame of exhibition centering on viewing, that has strong tendency of offering temporarysight, it needs to be transformed into the type of exhibition allowing uninterrupted communication with the masses. Thus, when it`s possible to grasp the mind of masses and to reflect it to the science culture, the activation of exhibition in domestic science museum could be realized.

keyword : Exhibition Industry, Science Museum, Science culture

The New wave of advertising has been presented at Cannes: Different approach in advertising has been proposed. The focus on advertising media development and idea generation has been trending from consumer insight to media insight. Now, the ideas what before we using at the 4 Media are refreshed by new media. Why we have to lay emphasis on the idea of new media? Exceptionally unique & special media can captivate the minds and eyes of our consumers, and the media itself can be a creative idea. The traditional media cost a lot to buy but they are not often effective enough. However, we can find new media that reach the consumers everyday and it can be more effectively. These media can effectively reach the consumers very naturally while they are unaware that they are seeing or hearing an advertising message. One great example is the outdoor media that people contact easily anywhere. Highways to the hometown, exhaust pipes under the car ahead on the way to work, and even the trees along the road can be spaces for new creative, and also they can be creative itself. Outdoor media reinvented or discovered as new media and refreshing creative will raise its ad effectiveness beyond our imagination if they are articulated with advertised products.

keyword : Memory, Association, Mnemonic Device, Brand loyalty

I have inquired into the present status of Japan`s design education by researching current status of design institutions, organization and characteristics of designing department, and their design courses. First, in order to find out what types of design departments are there, I researched on 252 departments in 57design related 4-year colleges and 137 departments in 47 design related 2-year colleges. Also, I analyzed course distribution of visual design department in 25 4-year colleges and 11 2-year colleges. As a result, visual design department is shown to occupy the highest rate among 9 different types of design departments. In analyzing courses of visual design, theory-oriented education for preparing practicum is practiced, and core courses are mainly distributed in sophomore and junior years. Also, it is analyzed that weight on computer-related courses are continuously on the rise. In case of 2-year colleges, practicum and courses using computer have taken large proportion of total classes. Such tendencies show popularity and demand for visual design department, which based on visual culture that has been developing since invention of typography by Gutenberg in 14th century, is on the rise. Also, in this revolutionary information era, next-generation of visual design using computer graphic such as digital, Web, GUI, VR, etc is in the process of rapid growth due to widely spread multimedia contents

keyword : japan, design education, design course

Individualism and collectivism are the most famous criteria that describe the cultural difference between Asian and Western. Therefore, it is believed that UI design for Asian should be collectivistic whereas UI design for Western should be individualistic. Such belief seems to be somewhat reasonable, but it is not always agreeable considering the young Korean. The cultural characteristics of young Korean seem to be more individualistic than those of old Korean. Therefore, an experiment was conducted to investigate such cultural changes of young Korean. The results of the experiment showed that the performance of young Korean is significantly better than that of old Korean using the individualistic interface. On the other hand, the performance of young Korean is worse than that of old Korean using collectivistic interface. Therefore, it might be necessary to consider the individualistic attributes in designing UI for younger Korean although it might be still necessary to consider the collectivistic attributes in designing UI for older Korean.

keyword : Cultural Differences, Usability, Collectivism, Individualism

Since rapid economic growth from the beginning of the 1980s, 86 Asian Game and 88 Seoul Olympic Game, the creation of new services and brand value has become crucial and the concept of fast food has started to appear. In particular, overseas brands equipped with capital and marketing strength corresponding to the opening of market have penetrated into the fast food market in full swing and the individuals with capital strength together with large-scale domestic enterprises entered the fast food business. In parallel with the change in various demands of customers who have used fast food, franchising enterprises have grown up rapidly； as a result, the competition between business types and conditions of fast food has been furthered. `Fast food7 means that one is able to eat immediately when ordering food. Its container is made of paper so that one can simply throw it way after using it, and the cooking is simple enough to warm it in the oven； accordingly, a small number of staffs can handle the large number of customer`s order in a rapid manner. Fast food packing has also the function of a container in functional terms that customers can have their meal in shops and on the delivery spots other than carrying, storing, transporting, and protecting the contents. The purpose of this study was to examine the actual conditions of fast food packing in our country focusing on the paper packing - one of the biggest parts in fast food packing- and whether appropriate packing has been done. In addition, it attempted suggest a method to improve the relevant problems by analyzing the present conditions of consumers, manufacturers and fast food paper package and groping for the problems with paper packing structure. In order to enhance the depth of study, this study excluded the products made of plastic package among various fast foods and it limited its target into the products packed with paper. The main products packed with paper were pizzas and chickens and the paper package for the purpose of carrying fast food products were also included in this study. The subject of study included 3 pizza brands and 3 chicken brands by considering the sales among domestic enterprises and the study analyzed the form, functionality, transportation, and usability of each collected package. Fast food packing is disposable and its life is short, but it is necessary to be careful in changing the packing and design frequently for the continuous image management of brands. In conclusion, the study analyzed the present conditions and problems of the representative domestic fast food paper packing as in the following. First, the currently used packages have not been able to protect their products during the transportation and their external appearance has not corresponded to their brand image； in this regard, the form of packing paper should be diversified. Second, it has been required to have a paper packing structure for the convenience of consumers when opening the contents and eating them. Third, it would be necessary to apply the structure in consideration of the recycling of packing materials. Fourth, it would be necessary to develop unique and differentiated paper packing structure. The results of the study would be limited to the paper packing of fast food and they has been more or less predicted already； however, as a fundamental study for the development of paper packing structure for fast food, this study deduced the necessity of improving the paper packing structure through the empirical analysis for its present conditions. The study would be meaningful in terms of groping for the actual conditions of consumers` use and of being helpful to the development of fast food industry, hygienic and high-quality dietary life by developing the package on behalf of consumers` convenience and demand.

keyword : fast food, packing, paper package structure

In general, it is commonly believed that design is very important in our modem society. However, while having no complaint about what we pay for the medical doctor`s very short advice, we tend to be very reluctant to pay for the advice on design and marketing. The case in point is that a person uses a draft design made by other people for free or revise it as if he made it for himself. Such unscrupulous behaviors can inflict fatal damage to professional designers who spend a lot of time and energy in making creative outcomes. In this paper, I will go over how to protect design which is one of the intangible assets and go through the laws on design that ordinary designers usually don`t know, with a focus on characters. Also I will talk about the legal ways to protect design and about various approaches to do so. The purpose of this paper is to find out the main causes for illegal use of design and to provide a corrective measure to tackle it I hope this paper will be a stepping stone for a legal and professional study to review and evaluate our current design protection measures. In Korea, the legal design protection is poorly established, although it`s getting better than before. Under our current laws on design, it is rather easy to use the loopholes with which, based on various precedents, people can copy and imitate design without any guilt. The laws have been revised and improved to some extent, but we have a long way to go to come up with a design protection measure meeting the international standards. To solve this problem, we need to admit that design itself can be a copyright, to strengthen protection measures for design, to expand the computer systems to monitor illegal use of design, and to make public such illegal cases. Above all, it is most important, in particular, that designers and relevant experts should be fully aware of the creative values of their works and make an earnest effort to protect them.

keyword : Design, Protection, Laws. Characters

Information processing of pictures and words in print ads has been studied for at least two decades, but much of the work has focused on only pictures. However, some studies found that only words or combined pictures and words is more effect to brand attitude. Thesedays only pictures, only words, and combined pictures and words are different effect to brand attitude whether they have high involvement or not. So, the purpose of this study is to identify effects of pictures and words on attitude and purchase intention by level of involvement. In summing up, first, it revealed that pictures and words are differences effect to brand attitude by level of involvement. second, it revealed that pictures and words are differences effect to purchase intention by level of involvement. third, it revealed that brand attitudes are differences effect to purchase intention by level of involvement. In conclusion, the marketers of advertising in print ads. have to effort to make right advertisements that suit their advertising purpose by types of involvement because types of information are differences effect to brand attitude and purchase intention by level of involvement.

keyword : pictures, words, involvement, attitude, purchase intention

An epoch of information and ubiquitous has been made transitional paradigm age. `digital conversions` is a among of paradigm in this age. `Conversions` is made by new fusion item of technology, industry, service and network. This trand is making effective demand of it and offers satisfactory communication. All so, Conversions is a key point on communication for consumer and advertisement action like that combination of all kinds of advertisement message on this age. There for, New communication design of conversions would be one of a requisite in this digital conversions age. This study will be a plan of advertisement in digital conversions by analysis of design on conversions paradigm.

keyword : Advertisement, Conversions, Communication design, Interaction

The application of cultural resources of Korean tradition to contemporary design development has been made to achieve the modernization and industralization of traditional art crafts. Most of countries in the recent world have attempted to develop unique cultural products based on their own tradition and culture. In fact , the industralization of traditional culture is found to be an important factor to enhance one country`s national image as well as the nation`s economy. Australia has been successful to develop and distribute cultural products of its Aboriginal art in its domestic market and world market. The Aboriginal art has a long history of paintings with the natural material such as rock, sound, wood bark, and animal leather. However, the Aboriginal artists applied modern painting material and techniques to their traditional paintings in about 30 years ago. These applications were very successful in obtaining general public`s attention and positive responses and in turn, the purchase of the Aboriginal paintings and artifacts. The Aboriginal culture products became the most important nation`s image products while gaining world-wide appraisal and acceptance. The success of Aboriginal art mass production has led to rebuild regional tribal communities consisting of community meeting center, art craft center, and education and art experience center. this resulted in the improvement of Aboriginal Society and economic prosperity. This research showed a concrete benchmark for traditional art assistance program. Korean government and regional governments are suggested to utility the excellent path of Aboriginal art promotion program for the traditional art and craft industry.

keyword : Australia, Aboriginal art, cultural product