DocumentCode
1963307
Title
A Study on the brand strategy and awareness issues of Haechi, the symbol of Seoul
Author
Yoon Dayyoung
Author_Institution
Dept. of Ind. Design, Konkuk Univ., Seoul, South Korea
Volume
2
fYear
2010
fDate
17-19 Nov. 2010
Firstpage
1183
Lastpage
1187
Abstract
It is hard to market a character successfully without a manufactured identification of its design and content as well as a plan for future commercialization and circulation. The object of this study is to review the fundamental reasons for the low awareness of Haechi, the representative symbol of Seoul and to evaluate possible solutions to develop it as a character that people will love and support.
Keywords
design engineering; marketing; product design; Haechi; Seoul; awareness issues; brand strategy; representative symbol; Asia; Electronic publishing; Encyclopedias; Internet; Seoul City; advertising; character; component; haechi; identity; public realtions; xiezhi;
fLanguage
English
Publisher
ieee
Conference_Titel
Computer-Aided Industrial Design & Conceptual Design (CAIDCD), 2010 IEEE 11th International Conference on
Conference_Location
Yiwu
Print_ISBN
978-1-4244-7973-3
Type
conf
DOI
10.1109/CAIDCD.2010.5681994
Filename
5681994
Link To Document