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Abstract
The study on the apartment brand positioning strategy through the advertisement example analysis
Lee, Hyun Soo Depart. of Housing &
Interior Design College of Human Ecology Yonsei University
This study aims to present how the contents of newspaper advertisement affect on apartment brand images and the brand recognition among consumers while presenting the effective way of communication as well as establishing repositioning of brands. For this study the consumers' recognition for apartment brands were compared to and analyzed one another after key words of distributed apartment brands collected and repositioning of brands were understood in the markets by means of the questionnaire. The results of the study look as follows. First, A little difference appeared in apartment brand concepts and brand positioning by contents of advertisement. Public and function intentions are important in characteristics of brand images through advertisement contents analysis. Second, sensitivity and modern intention are most important in apartment brand images in consumers' realization through the questionnaire. Third, there is a difference between content analysis of advertisements and survey on consumers' recognition of the brands, which means that the consumers' brand recognition process is contributed by various aspects such as publicity model, color image, corporate image, image advertisement, public information event as well as advertisement contents. The results of the study above were used to present an important marketing strategy in settling the brand identity. Moreover they were utilized to grasp what kinds of communication factors affect on consumers' recognition on apartment brand images. It is clear that the brand images by consumers are formed by various communicating effect factors. Key Word : Apartment Brand, Advertisement, Brand Positioning, Brand Image |
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