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A Research of Roles of Enterprises and Consumers in the Online-Branding - Based on the theory of Philip Kotler which is market 3.0-
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박하얀 Park Hayan , 박은하 Park Eunha |
JEWNR 30(0) 337-346, 2011 |
ABSTRACT
This research was motivated by the formation of consumer-oriented environment of Philip Kotler`s 3.0 Market. This research aims to look into the "branding" procedure which establishes the meaning of brand today.
Philip Koter defined 3.0 Market as a marketing method which has three cores "cooperation", "culture" and "spirituality." 3.o Market enables us to understand characteristics of the today`s online-branding activity formed by a new technology and to examine roles of enterprises and consumers which perform the activity. Now the community performing the branding procedure on-line is divided into enterprise- and consumer-oriented one. This research adopted the following cases. First of all, the cosmetic brand "Benefit" and the design collection shopping mall "10 X 10" were led by enterprises. Then, the beauty cafe "Powder Room" and "MMMG Mania", a consumer community of the design stationery MMMG, were led by consumers. Through these case, this research attempt to give a direction appropriate to the future`s branding procedure. The direction can be summarized as `listening attentively", "being sincere", and "forming culture."
In conclusion, an enterprise can gain consumers` trust by communicating with consumers and listening to their words attentively. The connection established through the trust will enable a new culture to be created in Market 3.0.
keyword : 3.0 시장, 기업과 소비자, 온라인 브랜딩, Market 3.0, Enterprise & Consumer, Online branding
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Remodeling place branding application to improve urban brand
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이지혜 Lee Jihye , 임경호 Lim Kyungho |
JEWNR 30(0) 347-356, 2011 |
ABSTRACT
As the world is globalized, the boundary between countries is collapsing and city plays an important role in vitalizing economy and increasing competitiveness. With the introduction of place branding that makes specific place or space of city branding, the importance of place becomes more important. However, in Korea, as place branding has focused on producing tangible output without considering long term vision or specific strategies, enormous amount of money and time has been wasted. This problem is serious in that it can lead to inefficiency setting outcome against investment cost and survival power of place does not last long. Contrastingly, as a result of the examination of the branding cases of remodeled places in the major cities in the world, as they have been analyzed in this research, we have found that they have the common characteristics of extended using of the resources, such as previous given conditions, their unique traditional culture, or their history, as well as the least remodeling for improving functionality and aesthetic values. It means that they preserve the various values that have been accumulated in the given places and add their innovative strategies on them, so that the places could be re-birthed as the whole new ones. Moreover, they have been interested in due to their successful branding of the places, which are ingenious, full of creativity, and attractive to majority of people. As you can see from the cases, remodeling is available as an important strategy in place branding. Hopefully, place branding by remodeling which is demonstrated as having a lot of advantages and effects would be further developed using various methods and strategies.
keyword : 도시 브랜드, 리모델링, 플레이스 브랜딩, Urban Brands, remodeling, Place Branding
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