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세계화를 위한 전략적 브랜드 아이덴티티 형성에 관한 연구 : 글로벌 브랜드 이미지 구성요소 중심으로

원문정보

A study on building strategic brand Identity for the globalization

권재경

초록

영어

Marketing communication environment of contemprary history society converting to direction of communication from manufactured goods and consumer in the past to connection brand and consume. Change in marketing communication , which is spoke by brand, made people to search for various ways to build strong brand. Strong brand is determined by brand image building that consumers are aware of. Brand image, which projects consumer's personality, is a channel where one consumer delivers his/her image to others. Brand identity, the core concept of brand image, has changed from corporate marketing where people focus on d i fferentiation by exposing product functional side to the approach that uses emotional characteristics or images. Since the beginning of the 21C the re-interpretation of the term "brand" has been highlighted as a topic for the marketing and design activities in the age of globalization. Therefore, This study is to define the brand and its identity as topics and to review the brand identity, strategy, marketing, equity and role that comprize the brand itself, in a concrete case, to judge the situation of progressive manner to offer a guidance on the domain vision of the global brand to be used more frequently and readily in the future.

목차

현대사회의 마케팅 커뮤니케이션 환경은 과거의 제품 과 소비자 관계에서 브랜드 와 소비자 커뮤니케이션의 방향으로 전환되고 있다. 제품 및 서비스 품질이 평준화됨에 따라 소비자의 개성이 중시되는 브랜드 중심으로 설정되고 있는 것이다. 브랜드로 대변되는 마케팅 커뮤니케이션의 변화는 강력한 브랜드 구축을 위한 여러 방향을 모색케 하였다. 강력한 브랜드란 소비자가 인식하는 브랜드 아이덴티티의 형성에 따른 것이다. 브랜드 이미지는 소비자가 자신의 이미지를 다른 사람에게 전달하는 상징적 수단으로 이용하는 것으로 소비자의 자아개념인 개성이 투영된 것이다. 브랜드 이미지의 중심개념인 아이덴티티는 제품의 기능적 측면에서의 차별화 방안을 강구해온 기업 마케팅으로부터 감성적인 특징이나 이미지를 통한 접근으로의 전환을 가져왔다. 그러나 21C를 맞이하면서 브랜드 용어의 재해석은 글로벌시대의 마케팅과 디자인에 있어서 새로운 이슈어로 부각되고 있으며 따라서 선진국 에서는 브랜드 비전이나 브랜드 미션과 같은 브랜드 철학을 중시하여 소비자들에게 제공할 수 있는 브랜드의 가치가 무엇이냐 또한 그 브랜드 가치창출을 어떻게 이루어낼 것인가 하는 과제를 중요시한다. 그렇다면 어떻게 강력한 브랜드를 만들어 내고 유지할 것인가가 중요하다. 본 논문은 최근까지 이슈가 되고 있는 대표적인 글로벌 브랜드의 브랜드 구성요소를 중심으로한 구체적 사례에 대한 현황을 살펴보고 세계화를 위한 전략적 브랜드 이미지 형성을 위한 효과적 전략을 정립하고자 한다. 그에 대한 연구방법으로 산업자원부 경영진단모델(2002)의 사례조사 의 실증적 사례 연구 자료에 근거하여 소비자가 인식하는 브랜드 이미지의 역할 등 향후 발전적인 방향을 모색하고 세계적인 브랜드의 공통점과 그 브랜드들로부터 얻을 수 있는 시사점들을 장기적인 브랜드 비전의 관점에서 제시하고자 한다.

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