Master Chongsan`s proposal for "Universal Harmony" : In view of the Zen Buddhist Philosohy of ishitani Keji

Heine, Steven 한국원불교학회 2001 圓佛敎學 Vol.7 No.-

Quantitation and Validation of Atorvastatin using HPLC-UV

Heine, Daniel,Yong, Chul-Soon,Kim, Jung-Sun The Korean Society of Pharmaceutical Sciences and 2007 Journal of Pharmaceutical Investigation Vol.37 No.3

A reversed phase HPLC analysis of atorvastatin (AS) standard solution was performed using diclofenac (DF) as internal standard. Column oven temperature, flow rate and the composition of the mobile phase were varied in order to determine a practical system setup using a C18 column and UV detector. Two C18 columns of different length were compared regarding their influence on the AS peak shape. Based on these preliminary experiments a validation study was performed utilizing a C18 column at $62^{\circ}C$ with a mobile phase consisting of sodium phosphate buffer (0.05 M, pH 4.0), methanol and acetonitrile (40:50:10, v/v/v). The detection limit for AS was $0.1{\mu}g/ml$ and inter- and intra-day calibration curves were linear over a concentration range of $0.2-50{\mu}g/ml$. Accuracy and precision were satisfactory in the AS concentration range of $0.5-50{\mu}g/ml$.

Bioinformatics Analysis of Hsp20 Sequences in Proteobacteria

Heine, Michelle,Chandra, Sathees B.C. Korea Genome Organization 2009 Genomics & informatics Vol.7 No.1

Heat shock proteins are a class of molecular chaperones that can be found in nearly all organisms from Bacteria, Archaea and Eukarya domains. Heat shock proteins experience increased transcription during periods of heat induced osmotic stress and are involved in protein disaggregation and refolding as part of a cell's danger signaling cascade. Heat shock protein, Hsp20 is a small molecular chaperone that is approximately 20kDa in weight and is hypothesized to prevent aggregation and denaturation. Hsp20 can be found in several strains of Proteobacteria, which comprises the largest phyla of the Bacteria domain and also contains several medically significant bacterial strains. Genomic analyses were performed to determine a common evolutionary pattern among Hsp20 sequences in Proteobacteria. It was found that Hsp20 shared a common ancestor within and among the five subclasses of Proteobacteria. This is readily apparent from the amount of sequence similarities within and between Hsp20 protein sequences as well as phylogenetic analysis of sequences from proteobacterial and non-proteobacterial species.

Original Articles : Quantitation and Validation of Atorvastatin using HPLC-UV

( Daniel Heine ),( Chul Soon Yong ),( Jung Sun Kim ) 한국약제학회 2007 Journal of Pharmaceutical Investigation Vol.37 No.3

The Personality of Luxury Fashion Brands

Klaus Heine 한국마케팅과학회 2010 Journal of Global Fashion Marketing Vol.1 No.3

The focus of brand differentiation is shifting increasingly to symbolic benefits mainly because of changing market conditions and consumer preferences. On the one hand, the functional benefits of many products on the market today become increasingly equivalent and exchangeable. On the other hand, an increasing number of consumers engage in symbolic consumption and decide for a product mainly due to the congruity between their personality and the symbolic personality of the product or brand. These trends lead to an increased interest in the brand personality concept, which offers a systematic approach to create symbolic benefits. Although luxury brands are characterised with strong symbolic benefits that often even exceed their functional benefits and that refer to a large extent to human personality traits, there exists only a small literature base about the symbolic meaning of luxury brands and no specific brand personality framework. This paper sets a foundation for a luxury brand personality framework with an investigation of personality traits as the basic elements of a brand personality. More specifically, its objective is to uncover the entire universe of personality traits that luxury brands represent in the eyes of their consumers based on two empirical studies. These studies focus on luxury fashion brands as this industry covers the biggest variety of brand images. As a prerequisite, this paper defines luxury brands as the objects of investigation, explains the concept of brand personality and its common research methodology and outlines the requirements and selection criteria for luxury brand personality traits. The brand personality refers to the set of human characteristics associated with a brand. Aaker developed the most established theoretical framework of brand personality dimensions and a scale to measure them by drawing on research about the Big Five human personality dimensions. More than 600 U.S. respondents rated on a five-point Likert scale a subset of 37 general brands of varying categories on 114 personality traits. Aaker consolidated the personality traits by factor analyses to five distinct dimensions. This paper proposes a research methodology specifically for the investigation of luxury brand personality traits. It builds on a consumer-oriented qualitative approach using the repertory grid method (RGM), which is constrained by a conceptual framework of guidelines and selection criteria, but remains flexible enough to consider the ambiguous and contextual aspects of brand personality. While the quantitative approach requires deleting ambiguous and contextual traits that load on multiple factors, RGM allows respondents to describe constructs with a group of words and enables researchers to decode their varying contextual meanings for different constructs. In addition, RGM matches the consumer-orientation in brand management as the resulting sets of traits and brands originate directly from the respondents. A major modification to the common research approach is that each trait has to consist of three adjectives. While a single adjective can be very ambiguous, word combinations become more precise as people can rely on their overlapping meaning. The first study covers in-depth interviews with about 50 luxury consumers about their associations with luxury brands according to the RGM and led to a set of 49 personality traits and five major personality dimensions. These dimensions include modernity, eccentricity, opulence, elitism, and strength. Modernity describes the temporal perspective of a brand, which can lie either in the past or in the present or future. Eccentricity describes the level of discrepancy from social norms and expectations. Opulence refers to the level of conspicuousness of the symbols of wealth. These symbols cover a wide range of associations including ostentatious logos and valuable materials.

BUILDING BRAND PERSONALITY IN THE HIGH-END CULTURAL AND CREATIVE INDUSTRIES

Klaus Heine,Marco Eisenberg,Vera Seidemann 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07

In response to growing instability and a perceived over-commercialization also of luxury brands, there is a trend among consumers to search for meaning and for experiences that feel genuine. The “humanization” of brands may feed the consumers growing desire for authenticity. This paper combines the brand personality concept and brand anthropomorphization and introduces the notion of personality-driven brand management especially for luxury brands and high-end cultural and creative businesses. After an introduction into the concept of brand personality, and with reference to identitydriven brand management, we explain what personality-driven brand management actually means. When the focal point of brand management shifts to the enlivened brand, the brand personality becomes the main source of inspiration for brand-building and influences all branding decisions. With personality-driven branding, managers may leverage the full potential of brand anthropomorphization. For instance, it can help to turn the brand into a strong character, which can spark the employee’s enthusiasm and thus also the customer’s passion for the brand. As a prerequisite of (internal) brand anthropomorphization, managers need to decide what kind of person they would like their brand to represent. For this purpose, they can consult a framework of brand personality dimensions for some guidance. A central part of this paper is a study about the major dimensions of luxury brand personality. Results suggest that there exist five distinct luxury personality dimensions including tradition, modesty, elitism, eccentricity, and sensuality. They help brand managers to develop distinct brand personalities by encouraging them to decide between contrasting traits. After presenting the major strategies to bring a luxury brand personality alive, the paper discusses the benefits of personality-based brand management and concludes with some major lessons learned.

Master Chongsan`s proposal for “Universal Harmony”

Steven Heine 한국원불교학회 2001 圓佛敎學 Vol.7 No.-

The Linkage between Reverse Gyrase and Hyperthermophiles: A Review of Their Invariable Association

Michelle Heine,Sathees B.C. Chandra 한국미생물학회 2009 The journal of microbiology Vol.47 No.3

With the discovery of reverse gyrase in 1972, from Yellowstone National Park, isolated from Sulfolobus acidocaldarius, it has been speculated as to why reverse gyrase can be found in all hyperthermophiles and just what exactly its role is in hyperthermophilic organisms. Hyperthermophiles have been defined as organisms with an optimal growth temperature of above 85°C. Reverse gyrase is responsible for the introduction of positive supercoils into closed circular DNA. This review of reverse gyrase in hyperthermophilic microorganisms summarizes the last two decades of research performed on hyperthermophiles and reverse gyrase in an effort to provide an up to date synopsis of their invariable association. From the data gathered for this review it is reasonable to hypothesize that reverse gyrase is closely tied to hyperthermophilic life.

A Case Study of Shanghai Tang: How to Build a Chinese Luxury Brand

Klaus Heine,미셀판 한국마케팅학회 2013 ASIA MARKETING JOURNAL Vol.15 No.1

This case focuses on Shanghai Tang, the first truly Chinese luxury brand that appeals to both Westerners and, more recently, to Chinese consumers worldwide. A visionary and wealthy businessman Sir David Tang created this company from scratch in 1994 in Hong Kong. Its story, spanned over almost two decades, has been fascinating. It went from what best a Chinese brand could be in the eyes of Westerners who love the Chinese culture, to a nearly-bankrupted company in 1998, before being acquired by Richemont, the second largest luxury group in the world. Since then, its turnaround has been spectacular with a growing appeal among Chinese luxury consumers who represent the core segment of the luxury industry today. The main objective of this case study is to formally examine how Shanghai Tang overcame its downfall and re-emerged as one the very few well- known Chinese luxury brands. More specifically, this case highlights the ways with which Shanghai Tang made a transitional change from a brand for Westerners who love the Chinese culture, to a brand for both, Westerners who love the Chinese culture and Chinese who love luxury. A close examination reveals that Shanghai Tang has followed the brand identity concept that consists of two major components: functional and emotional. The functional component for developing a luxury brand concerns all product characteristics that will make a product ‘luxurious’ in the eyes of the consumer, such as premium quality of cachemire from Mongolia, Chinese silk, lacquer, finest leather, porcelain, and jade in the case of Shanghai Tang. The emotional component consists of non-functional symbolic meanings of a brand. The symbolic meaning marks the major difference between a premium and a luxury brand. In the case of Shanghai Tang, its symbolic meaning refers to the Chinese culture and the brand aims to represent the best of Chinese traditions and establish itself as “the ambassador of modern Chinese style”. It touches the Chinese heritage and emotions. Shanghai Tang has reinvented the modern Chinese chic by drawing back to the stylish decadence of Shanghai in the 1930s, which was then called the “Paris of the East”, and this is where the brand finds inspiration to create its own myth. Once the functional and emotional components assured, Shanghai Tang has gone through a four-stage development to become the first global Chinese luxury brand: introduction, deepening, expansion, and revitalization. Introduction: David Tang discovered a market gap and had a vision to launch the first Chinese luxury brand to the world. The key success drivers for the introduction and management of a Chinese luxury brand are a solid brand identity and, above all, a creative mind, an inspired person. This was David Tang then, and this is now Raphael Le Masne de Chermont, the current Executive Chairman. Shanghai Tang combines Chinese and Western elements, which it finds to be the most sustainable platform for drawing consumers. Deepening: A major objective of the next phase is to become recognized as a luxury brand and a fashion or design authority. For this purpose, Shanghai Tang has cooperated with other well-regarded luxury and lifestyle brands such as Puma and Swarovski. It also expanded its product lines from high-end custom-made garments to music CDs and restaurant. Expansion: After the opening of his first store in Hong Kong in 1994, David Tang went on to open his second store in New York City three years later. However this New York retail operation was a financial disaster. Barely nineteen months after the opening, the store was shut down and quietly relocated to a cheaper location of Madison Avenue. Despite this failure, Shanghai Tang products found numerous followers especially among Western tourists and became “souvenir-like” must-haves. However, despite its strong brand DNA, the brand did not generate enough repeated sales and over the years the company cumulated heavy debts and became unprofit...

Bioinformatics Analysis of Hsp20 Sequences in Proteobacteria

Michelle Heine,Sathees B.C.Chandra 한국유전체학회 2009 Genomics & informatics Vol.7 No.1

Heat shock proteins are a class of molecular chaperones that can be found in nearly all organisms from Bacteria, Archaea and Eukarya domains. Heat shock proteins experience increased transcription during periods of heat induced osmotic stress and are involved in protein disaggregation and refolding as part of a cell’s danger signaling cascade. Heat shock protein, Hsp20 is a small molecular chaperone that is approximately 20kDa in weight and is hypothesized to prevent aggregation and denaturation. Hsp20 can be found in several strains of Proteobacteria, which comprises the largest phyla of the Bacteria domain and also contains several medically significant bacterial strains. Genomic analyses were performed to determine a common evolutionary pattern among Hsp20 sequences in Proteobacteria. It was found that Hsp20 shared a common ancestor within and among the five subclasses of Proteobacteria. This is readily apparent from the amount of sequence similarities within and between Hsp20 protein sequences as well as phylogenetic analysis of sequences from proteobacterial and non-proteobacterial species. Heat shock proteins are a class of molecular chaperones that can be found in nearly all organisms from Bacteria, Archaea and Eukarya domains. Heat shock proteins experience increased transcription during periods of heat induced osmotic stress and are involved in protein disaggregation and refolding as part of a cell’s danger signaling cascade. Heat shock protein, Hsp20 is a small molecular chaperone that is approximately 20kDa in weight and is hypothesized to prevent aggregation and denaturation. Hsp20 can be found in several strains of Proteobacteria, which comprises the largest phyla of the Bacteria domain and also contains several medically significant bacterial strains. Genomic analyses were performed to determine a common evolutionary pattern among Hsp20 sequences in Proteobacteria. It was found that Hsp20 shared a common ancestor within and among the five subclasses of Proteobacteria. This is readily apparent from the amount of sequence similarities within and between Hsp20 protein sequences as well as phylogenetic analysis of sequences from proteobacterial and non-proteobacterial species.