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브랜드 프로파일링 툴을 활용한 브랜드 포지셔닝과 인지도의 관계 비교 연구 - 맥주 브랜드를 대상으로 -
유연수 ( Yeon Soo Yoo ),오기석 ( Ki Seok Oh ),최소현 ( So Hyun Choi ),김보섭 ( Bosub Kim ) 한국디자인트렌드학회 2019 한국디자인포럼 Vol.24 No.1
연구배경 이 연구는 브랜드 프로파일링 도구(Brand Profiling Tool 2)를 사용하여 맥주 브랜드에 대한 소비자의 인지도와 브랜드 포지셔닝 간의 관계를 비교, 해석하는 것을 주요한 목적으로 한다. 연구방법 10가지 모듈로 나뉜 맥주 브랜드에 대한 설문 응답 중 상징가치를 대상으로 한 자료를 분석하였다. 스마트폰 모바일 어플리케이션으로 개발된 BP2를 사용하였고 설문 패널은 브랜드 이해도가 높은 오피니언 리더, 블로거 등으로 구성하였다. 연구결과 첫째, '즐거움'의 상징가치가 대다수의 브랜드에서 최상 혹은 차상의 점수를 받아 소비자가 맥주를 구매할 때 브랜드에 상관없이 '즐거움'을 추구하는 경향이 있음을 알 수 있다. 둘째, 인지도가 높은 맥주 브랜드들의 경우, 상징가치에 대한 평가가 서로 상당히 유사한 경향을 보인다. 셋째, 인지도가 낮은 맥주 브랜드들은 상징가치 합산점수가 높아 고객 충성도가 높다고 유추할 수 있다. 넷째, 인지도와 관계없이 상징가치 합산 점수가 매우 낮은 브랜드들이 있다. 즉, 인지도가 높은 것이 무조건 성공한 브랜딩은 아니다. 다섯째, 인지도가 낮은 브랜드 중 대다수 다른 브랜드들이 낮은 점수를 받은 상징가치에서 두드러지게 높은 점수를 받은 경우들이 있었다. 이들은 비교적 성공적으로 차별화된 브랜드 포지셔닝을 했다고 평가할 수 있다. 결론 인지도가 높은 브랜드는 브랜드 포지셔닝 전략으로 ‘즐거움’의 상징가치에 대한 이미지를 제고하는 방향이 적절하다. 인지도가 낮은 브랜드의 경우, 인지도를 높이기 위해서는 ‘즐거움’의 이미지를 부여하고, 공격적인 브랜드 포지셔닝을 위해서는 다른 상징가치에 주력하여 다른 브랜드와 차별화할 수 있다. Background The purpose of this study is to compare and interpret the relationship between brand awareness and brand positioning of beer brands using the Brand Profiling Tool 2. Methods The questionnaire to bear brand were consists of 10 modules. The data of symbolic value among the 10 modules were analyzed. BP2 developed as a smartphone mobile application was used, and the questionnaire panel consisted only of opinion leaders and bloggers with high brand understanding. Result First, it can be seen that the symbolic value of 'pleasure' is the highest or the second highest in most brands, and consumers tend to pursue 'pleasure' regardless of brand when purchasing beer. Second, in case of highly recognized beer brands, the evaluation of symbolic value tends to be quite similar to each other. Third, beer brands with low awareness can be considered to have high customer loyalty as those have high symbolic value sum score. Fourth, there are brands with very low symbolic value summation scores, regardless of their recognition. It implies that high brand awareness does not unconditionally mean successful branding. Fifth, there were some cases amongst the low-recognition brands which received significantly higher marks in symbolic values while the majority of other brands received lower marks. It can be said that they have performed relatively well for differentiating brand positioning. Conclusion A brand with a high awareness is appropriate to enhance the image of the symbolic value of 'pleasure' as a brand positioning strategy. One way to increase awareness of low-recognition brands is to give them an image of "pleasure." For an aggressive brand positioning of a low-recognition brand, it can be differentiated from other brands by focusing on other symbolic values.
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유연수(Yeon Soo Yoo),이양희(Yang Hee Lee) 한국아동학회 2001 아동학회지 Vol.22 No.4
Children who have problems in interacting appropriately with others typically have significant social skills deficits. Social skills training has become a primary intervention to improve the appropriate peer relationship or peer acceptance. Many social skills training programs have been designed and implemented on socially isolated children, however the findings from many studies investigating the effect of social skills interventions are various. The first purpose of this study was to verify the effectiveness of interventions by using quantitative method of meta-analysis. Second, it was to review a various research in detail. Third, it was to provide the basis of planning a social skills training program. For these purposes, findings from 26 studies investigating the effects of social skills interventions for 624 socially isolated children (5-12 years) were analyzed. The result of this study were the following : The pooled overall mean effect size(ES) was 1.11. On average, the pooled mean effect size(ES) according to the different research variables was large, meaning that the social skills intervention had a great effect and was socially important and necessary for socially isolated children. It would be recommended that social skills programs include appropriate target behaviors through multidisciplinary assessment process. This program should mainly focus on the improvement of prosocial behavior skills as well as reducing problem behaviors. For preschool children, over 50 minutes per session, two to three sessions per week, for a total of total over 20 sessions would be ideal. Posttest and follow-up need to perform for generalization and maintenance. Content of the program should be tailored to the developmental level as well as the interest level of the children.
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이동 가능형 건축의 PV 시스템 통합디자인 방법 및 특성 연구
임영환(Lim Yeong-Hwan),유연수(Yoo Yeon-Soo) 대한건축학회 2009 대한건축학회논문집 Vol.25 No.3
Even though the researches on building integrated photovoltaic system have been developed from the late 20th century, they were focused not only on technology of energy conversion efficiency of photovoltaic but for general building types such as office and housing. This is an architectural planning research for specialized function-transportable building with photovoltaic system. From Buckminster Fuller's Dymaxion House, the transportable architecture has been improved with advanced industrial and constructional technology through change of society. It's function has now broadly expanded. Despite it has limited access to energy infrastructure, most of the transportable buildings are still depended upon it. This research on the transportable building with photovoltaic system is to make the building more sustainable as well as to contribute reducing carbon dioxide emission which causes global warming.
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임영환(Lim Yeong-Hwan),유연수(Yoo Yeon-Soo) 대한건축학회 2010 대한건축학회논문집 Vol.26 No.8
As the concerns for the environment are gradually prioritized, increasing interests of environment-friendly buildings are drawn. Numerous researches about healthcare buildings have been performed however, they were mainly focused on convenience or healing condition for medical treatments. The hospitals consume energy and generate CO2 as twice as the residential or commercial buildings do. Various green building certification systems are globally arranged. But, it isn't easy to find certification criteria for the green hospital besides the US and UK's ones which are specially designed to evaluate environment-friendly medical buildings. This study investigates the foreign certification criteria and systems for the green healthcare building and finds the possibility to apply them to Korean one. We expect that it will promote more following researches for the substantial green healthcare design.
KCI
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