Title :
A Study on the brand strategy and awareness issues of Haechi, the symbol of Seoul
Author_Institution :
Dept. of Ind. Design, Konkuk Univ., Seoul, South Korea
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;
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
DOI :
10.1109/CAIDCD.2010.5681994
