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- 저자 : 오연정 ( Yeun Jung Oh ) (검색결과 1 건)
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국내(國內) 의류(衣類)브랜드 네임의 네임 스펙트럼 유형(類型) 및 특성(特性) -여성복(女性服)과 남(男),여(女) 공용복(共用服)을 중심(中心)으로-
권혜숙 ( Hae Sook Kwon ),오연정 ( Yeun Jung Oh ) 한국패션비즈니스학회 2005 패션 비즈니스 Vol.9 No.5
The purpose of this research is to investigate the types of name spectrum and their characteristics of domestic fashion brand names focusing on women` wear and bisex wear, and also studied the differences based on the sex of brand target. 224 of women`s wear brands and 99 of bisex wear brands were selected from ``2002 Korea Fashion Yearbook`` under the criterion that their brand names were made in Korea and they should engage in business in 2002. The data analysis quatitatively evaluate the frequency and qualitatively evalute the image of brand product and the meaning of brand name. The result as follows; 1.The domestic fashion brands for women`s and bisex wear appeared to have to three types of name spectrum ; the descriptive name was the most frequently used one, then followed by the arbitrary, and the suggestive name. There were only one coined brand name and no generic brand name. 2. The characteristics of descriptive brand name was that, in most cases, it used the name of designer. For the suggestive brand name, it implied the features or the image of its products. For the arbitrary brand name, some bear the ideology or the foundation belief of company itself. 3. For women`s wear, the discriptive name appeared most, and followed by arbitrary, and the suggestive name. For bisex wear, the suggestive brand name appeared most, and followed by arbitrary name, and the discriptive name. 4. For descriptive brand name, the names of designer were used most in women`s wear brands. Otherwise, the brand names that directly described the image or the characteristics of products were used most in bisex wear brands. For suggestive brand name, soft and feminine images were prevailed in women`s wear brand names but comfotable and casual images were dominent in bisexsual brand names. For arbitrary brand name, as the various types of languages were combined and the various meanings and words were mixed, and imply the various meanings in both cases, it was hard to classify the characteristics into some categories.
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