브랜드 아이덴티티 강화를 위한 맥락적 브랜딩(Contextual Branding)의 개념과 구조적 속성에 관한 연구

신경철 ( Shin¸ Kyung-chul ) 커뮤니케이션디자인학회 2021 커뮤니케이션 디자인학연구 Vol.77 No.-

오늘날 소비자들은 제품의 기능이나 품질을 넘어 그것이 내포하는 철학, 신념과 같은 상징적 요소들를 통해 그들의 내적 가치를 만족시키고자 하는 경향을 보인다. 이와 같은 소비문화의 변화에 따라 브랜드의 역할은 자산의 표시나 품질 보증뿐만 아니라 소비자 개인의 개성, 윤리적 가치, 신념 등을 표현하고 기업과의 감성적 유대감을 형성하는 커뮤니케이션의 매개체로서 작용한다. 따라서 기업은 그들이 제공하는 제품의 특성뿐만 아니라 기업의 미션과 철학 등 여러 유형의 맥락들이 브랜드를 경험하는 이해관계자들과의 니즈에 부합할 때 비로소 강력한 브랜드 아이덴티티가 형성될 수 있다. 다시 말해 차별화되는 브랜드 아이덴티티를 위해서 기업은 소비자를 포함한 다양한 이해관계자들의 니즈를 상호보완적으로 연결하는 체계적인 사고를 통해 이성과 감성의 융화를 구축해야하며, 본 연구에서는 이를 위한 전략적 브랜딩의 방법론으로서 ‘맥락적 브랜딩(Contextual Branding)’을 개념화한다. 본 논문은 오늘날 브랜드의 기능과 브랜드 아이덴티티의 개념에 대한 심도 있는 고찰과 함께 소비문화의 변화에 따른 브랜딩 패러다임의 흐름을 이해하고, 이에 따라 맥락적 브랜딩의 속성을 정의한다. 맥락적 브랜딩의 속성은 본 논문에서 정의하는 브랜드 아이덴티티의 구성 요소(제품 특성, 기업 철학, 공유 가치)에 따라 크게 상징적 맥락(Symbolic Context), 정신적 맥락(Spiritual Context), 사회적 맥락(Social Context)으로 나뉜다. 본 논문은 각각의 구조적 속성에 따라 기업, 소비자, 제품(서비스)를 상호보완적으로 연결하는 ‘확장된 관계의 축(Expanded Axis of Relationship)’으로서 Activator, Story, and Values라는 전략적 구성요소들을 도출하고, 각 속성들의 맥락적 상호 관계를 시각적으로 구조화하여 ‘맥락적 브랜딩의 전략적 틀(Threads of Contextual Branding)’을 형성한다. 이에 따라 본 논문은 맥락적 브랜딩의 속성을 반영하는 여러 유형의 사례 분석을 통해 본 논문에서 제시하는 전략적 틀의 역할과 가치에 대해 심도 있게 고찰한다. 따라서 본 연구자는 본 논문에서 정의하는 맥락적 브랜딩의 전략적 구조가 향후 견고하고 차별화된 브랜드 아이덴티티 구축의 체계적인 프로세스이자 브랜드 가치에 대한 새로운 평가 기준으로서 발전되기를 기대하는 바이다. Nowadays, Consumers tend to satisfy their intrinsic value through symbolic elements such as philosophy and beliefs that go beyond the function or quality of a product. In accordance with this change in consumption culture, the role of a brand is not only to display assets and guarantee quality, but also to express individual consumers' individuality, ethical values, and values, and act as a communication medium to form an emotional bond with a company. Therefore, a company can form a strong brand identity only when various types of contexts, such as the characteristics of products they provide, as well as the company's philosophy, meet the needs of stakeholders that experience the brand. In other words, for a differentiated brand identity, a company must harmonize logic and emotion through systematic thinking that connects the needs of various stakeholders including consumers and in this study, 'Contextual Branding' is conceptualized as a methodology for strategic branding for this purpose. This thesis understands the branding paradigm according to the change of consumption culture and defines the attributes of contextual branding. The attributes of contextual branding are largely divided into symbolic context, spiritual context, and social context according to the components of brand identity(product characteristics, corporate philosophy, shared value). This thesis examines the strategic components of Activator, Story, and Values of the 'Expanded Axis of Relationship' that connect companies, consumers, and products(or services) according to each contextual attribute. Accordingly, by visually structuring the contextual interrelationship of each attribute, ‘Threads of Contextual Branding' is formed. This thesis examines the role and value of the framework through the analysis of various types of cases that reflect the attributes of contextual branding in depth. Therefore, this researcher expects that the strategic framework of Contextual Branding will be developed as a systematic process for building a solid and differentiated brand identity and as a new evaluation standard for brand value.

English Phrasal Verbs Are Not Primitives

Kyungchul Chang 현대문법학회 2018 현대문법연구 Vol.100 No.-

Kyungchul Chang. 2018. English Phrasal Verbs Are Not Primitives. Studies in Modern Grammar 100, 41-63. It has been generally assumed that phrasal verbs in English are primitive in nature, either as a base form or as a derived form. Even the latest studies posit that the alternative surface forms of a transitive phrasal verb such as take out in take the trash out and take out the trash are constructed from that phrasal verb itself by verb movement. This paper argues that phrasal verbs are not purely primitives but possibly derivatives. They can be derived from their reverse combinations, what we call particle verbs. The paper supports this argument by examining a set of transitive particle verbs in English, e.g. downplay in downplay the incident. It also uses the notion of verb movement and proposes a unified analysis of both the particle verbs and their V-P alternants such as play down the incident and play the incident down.

An Alternative Approach to the Robust Inventory Control Problem

Kyungchul Park 한국경영과학회 2014 Management Science and Financial Engineering Vol.20 No.2

The robust inventory control problem was proposed and solved by Bertsimas and Thiele (2006). Their results are very interesting in that the problem can be solved easily and also the solution possesses nice properties of those found in the traditional stochastic inventory control problem. However, their formulation is shown to be incorrect, which invalidates all of the results given there. In this paper, we propose an alternative formulation of the problem which uses a different but practically applicable uncertainty set. Under the newly proposed model, all of the useful properties given in Bertsimas and Thiele (2006) will be shown to be valid.

The Split VP Hypothesis Re-Revisited

Kyungchul Chang 한국언어과학회 2021 한국언어과학회 학술대회 Vol.2021 No.02

In this talk, we review Chang’s (2017) article on the split VP hypothesis that the VP headed by a transitive verb such as read an ebook splits into at least two layers: VP core and v*P shell. In this article, it is argued that the verb-final account for the VP core such as [read [an ebook <read>]] should be equally valid, compared with the verb-intial standard such as [read [<read> an ebook]], as long as we pursue the fundamental minimalist assumption that merge is an unordered set operation (Chomsky 1995), that is, if there is no ordering of merged elements in a set such as {α, β}. It is also shown that the former approach may outperform the latter, at the very least within the v*P domain, particularly with regard to the syntactic alternation of English phrasal verbs and their gapping in coordinate clauses. In this regard, we touch on the literature which supports the V-final VP core hypothesis, including Chang (2016), Edelstein (2020), van Gelderen (2013) and Sportiche (2005). In this talk, we also look at another idea of Chang’s (2017) that the V-final VP core is derived from what is called a ‘synthetic noun-verb (N-V) compound verb’ (e.g. [ebook read] for ebook reading and ebook reader ). Then, we discuss what kinds of data could support this hypothesis.

A Study on Export Credit Guarantee (Negotiation for Multiple Buyers)

Kyungchul Kim 한국무역금융보험학회(구 한국무역보험학회) 2021 무역보험연구 Vol.22 No.5

수출신용보증은 중소중견기업의 매입외환 대출 상환을 보증하여 유동성 공급을 지원하는 정 책금융이다. 본 연구는 한국무역보험공사가 2020년 9월 도입한 포괄매입보증 제도를 분석하였 다. 연구방법은 기존 약관과의 비교분석 방식을 채택하여 수출신용보증 제도를 심층분석하고 제도개선 방안을 모색하였다. 포괄매입보증은 한 장의 통합보증서로 다수 수입자에 대한 매출 채권을 유동화 할 수 있고 보증의 독립성 및 운영기준의 투명성을 강화되었기 때문에 기존 보증제도 보다 담보력이 강화되었다고 평가하였다. 본 연구는 수출채권 조기 현금화 지원제도의 선진화 및 정책이용자 친화적 제도발전을 위해 세가지 제도개선 방안을 제안하였다. 첫째, 수입자의 대금결제 지연 발생 1개월 이내에는 신규 대출이 실행될 수 있도록 부도유예기간의 도입이 필요하다. 둘째, 보증한도 산출시 간접 수출 실적에 대해서도 수출실적으로 인정할 필요가 있다. 셋째, 수출기업별 신용보증 최대한도의 확대가 요구된다. 본 연구가 수출신용보증 제도의 시장친화적 개선에 활용되어 중소중견수출 기업의 수출경쟁력 강화에 기여하길 기대한다. Purpose : This study analyzes the export credit guarantee(negotiation for multiple buyers) policy of KSURE and suggests how to improve the policy in a market-friendly way. Research design, data, methodology : This study applies a qualitative comparative analysis on the export credit guarantee programs. Results : Export credit guarantee of KSURE is a policy financial instrument that supports the liquidity supply for SMEs by enhancing their weak credit with excellent national credit. This study proposes three suggestions for its improvement. First, it is appropriate to provide a grace period for default so that new loans can be executed within one month of delay in payment by the importer. Second, it is necessary to recognize the indirect export volume as export performance when calculating the guarantee limit. Third, the maximum credit guarantees is required to be increased for companies, especially medium-sized hidden champions. Conclusions : This study is expected to contribute to strengthening the export competitiveness of small and medium-sized exporters by proposing the three suggestions for the market-friendly advance of the export credit guarantee system.

A Small Class of Multiword Verbs in English: A Prepositional Verb or Transitive Phrasal Verb?

Kyungchul Chang 현대문법학회 2020 현대문법연구 Vol.108 No.-

Some multiword verbs like run into ‘encounter’ in She ran into a friend have been called by two distinct names in the literature. They are prepositional verbs (with a fixed and specified preposition) or (inseparable or nonseparable) transitive phrasal verbs. This paper argues that this different use of terminology for the same multiword verbs actually reveals the nature of the whole class they belong to. The class is a cline of grammatical elements and properties between prepositional verbs and transitive phrasal verbs, and the set shared by these two subclasses is the locus of that cline. This characteristic mode of the cline is explained in terms of intersective constructional gradience and multiple inheritance.

Transitive Verb-Particle Combinations in English

Kyungchul Chang 담화·인지언어학회 2008 담화와 인지 Vol.15 No.3

This paper examines those transitive verb-plus-particle (V-P) combinations in English which are classified as idiomatic, aspectual and directional types such as look the word up, cut the meat up and pull the blind up, respectively. It is argued that these V-P combinations conform to their more general pattern(s), and that the particle immediately combines with the lexical verb to form a predicate. The resulting complex predicate is a grammatical and semantic unit that has the part-whole structure [V V P]. To justify this argument, the paper provides morphological data including agentive -er from various sources. It also adopts a constructional approach and proposes an analysis of the V-P predicate as a lexical construction. The construction is held in the lexicon either as an idiomatic V-P expression (e.g. look up) or as a template that contains a specific particle (e.g. V-up) and unifies with a lexical verb (e.g. cut up and pull up) therein by means of fusion. A relatively flat structure is used to represent this construction in phrasal syntax.

The Educational Implications of Kindergarten Teachers’ Experience in Distance Class in 2020

( Kyungchul Kim ),( Yesol Jang ) 한국유아교육학회 2021 정기학술대회 논문집 Vol.2021 No.1

The purpose of this study was to determine the experiences of kindergarten teachers who conducted distance classes in 2020 in order to derive their meanings and problems as well as explore the direction of kindergarten distance education in the future. To this end, four public kindergartens teachers in the D area who conducted distance education in 2020 were interviewed. The results of the study showed that, first, in 2020, distance education served as a fill-in for education rather than fulfilling the role of face-to-face education. Second, through distance education experiences, teachers recognized that support from families, cooperative communities, and supervising ministries was necessary. Third, teachers organized the meaning that it is necessary to expand face-to-face education, reduce the percentage of infants, and find the mainstream of early childhood education in order for distance education to go from filling to true education. This study was meaningful in that it suggested needs at the kindergarten level as well as a potential direction for kindergarten distance education in the future.

Min-Max Stochastic Optimization with Applications to the Single-Period Inventory Control Problem

Kyungchul Park 한국경영과학회 2015 Management Science and Financial Engineering Vol.21 No.1

Min-max stochastic optimization is an approach to address the distribution ambiguity of the underlying random variable. We present a unified approach to the problem which utilizes the theory of convex order on the random variables. First, we consider a general framework for the problem and give a condition under which the convex order can be utilized to transform the min-max optimization problem into a simple minimization problem. Then extremal distributions are presented for some interesting classes of distributions. Finally, applications to the single-period inventory control problems are given.

Optimality of the Sole Sourcing under Random Yield

Kyungchul Park(박경철),Kyungsik Lee(이경식) 대한산업공학회 2015 대한산업공학회지 Vol.41 No.3