earticle

영어

Today's marketing environment has undergone evolutionary changes from functional value to the
present, where the emphasis is now on the emotional and sensible values thus the brand's
manufactured and perceived image, and the selling of these images has become invaluable to their sustained long-term growth. Visual consistency through brand identity is essential for effectively building the brand image. The retail store is the final destination where marketing and its strategies converge to provide the place and setting for the consumer. The facade is the metaphoric face to the store – which in turn is the face to the brand – and is a space where the first communication with the customer is made. Therefore, with the right color marketing and facade color strategy for the facade can have large and direct impact on real sales. Most brands have a single image strategy with a single brand associated color, of which can be applied for color marketing and facade color strategy. The latter can be applied to “flat” and general-shaped architecture for visual differentiation through color. Brands spare no effort to be different from other brands through the usage of their own unique color for the facade. However, the most important thing for building a brand image is the cohesive fit between the brand, retail store and facade images. When these brand elements are aligned, the most powerful brand image can be created and thus the increased brand value can be achieved.