earticle

영어

In Domestic cosmetics industry, the brand identity can change the corporate’s brand image, or increase corporate’s brand awareness. So there is a need to discuss in depth about of that importance of the corporate brand’s logo and the brand strategy that Companies seeking. In this study, we are aims to select the two corporate of the domestic cosmetics companies‘Amore Pacific’and‘LG Household & Healthcare’and analyzed of the philosophy of corporate and analyzed on each company’s cosmetics brand logo and means on semiotic perspective. In Analysis results find a distinct differences of brand’s color marketing strategy. In case of Amore Pacific, cosmetic brand’s logos are using the brand concept’s color, and it was the way to appeal very actively for consumers. On the other hand, LG Household & Health Care was eliminated the existing colors in the logo, and cosmetic brand logos design was constructed using the black color and font only. The consumers will has more attention and favor to product when brand images and brand logo were matched more. and it will affects to induce customers to buy product, so leads to a substantial purchase. That why the brand logo can be seen to be very important.