https://doi.org/10.14400/jdc.2017.15.9.427 브랜드체험관에서의브랜드정체성 (BI) 표현에관한연구 - 국내 4 개의브랜드체험관을중심으로 - 이승윤, 김보연홍익대학교국제디자인전문대학원디지털미디어디자인전공 Evaluation for Express of Brand Identity in Brand Experience Spaces -Mainly with Analysis on Domestic 4 Brand Experience Space- Seung-Yun Lee, Bo-Yeon Kim Dept. of Digital Media Design, HongIk University, International Design School for Advanced Studies 요약본연구는국내 4개의브랜드체험관을분석하여, 브랜드체험관에서의 BI 표현요소를분석하고브랜드체험관에서의 BI 표현개선방향을제안하는데목적이있다. 1차적으로문헌연구를통해현재브랜드마케팅과시각적 경험적 BI 요소의이론적배경을고찰하고이를분석할공간표현특성에대해서조사하였다. 2차로이를토대로추출된분석기준을가지고국내의 4개브랜드체험관을분석하였다. 그결과, 브랜드체험관은 BI 표현개선을위해자사의브랜드이미지를체험관에명확하게표현해야하고다양한콘텐츠와상황을통해이미지를효과적으로전달할체험전략이필요하다. 또한, 단기적인체험이아닌지속적인관계를이어갈장기적인체험콘텐츠도필요하다. 본연구를바탕으로앞으로브랜드체험관의 BI 표현연구를위한참고자료로사용될것을기대하며, 이후진행될다른분야의 BI 연구에도도움이되기를바란다. 주제어 : 브랜드, 브랜드체험관, 체험마케팅, 브랜드정체성, 브랜드스케이핑 Abstract The purpose of this study is to analyze the BI elements of expression for four brand s experience spaces in Korea and propose a direction for improvements for such spaces. I started with the theoretical background of nowadays brand marketing and experiential BI elements through literature researches, and then researched the property of spatial expressions to analyze BI elements. Based on this research, I analyzed four domestic brand experience spaces. As a result, brand experience spaces must clearly express the brand image of the company through various contents and situations to effectively communicate and improve BI expressions. Also, they need long-term experience contents for sustained relationships rather than short-term experiences. I expect this study will be a good resource for BI expression research in brand experience spaces. I also believe that this study can guide other studies about BI expression in other fields. Key Words : Brand, Brand Experience Space, Experience Marketing, Brand Identity, Brand Scaping Journal of Digital Convergence 427
브랜드체험관에서의브랜드정체성 (BI) 표현에관한연구 - 국내 4 개의브랜드체험관을중심으로 - 1. 서론 1.1 연구의배경및목적 1.2 연구의방법및범위 2.2 브랜드체험관에서의 BI 표현요소 2.2.1 시각적 BI 요소 2. 이론적배경 2.1 브랜드체험관에서의브랜드마케팅 <Table 1> Table about visual BI elements 428 Journal of Digital Convergence 2017 Sep; 15(9): 427-434
Evaluation for Express of Brand Identity in Brand Experience Spaces -Mainly with Analysis on Domestic 4 Brand Experience Space- 2.2.2 체험적 BI 요소 <Table 2> Table about Experience BI Elements 2.2.3 공간표현특성 <Table 3> Table about Space Experience Elements 3. 사례분석및결과 3.1 사례분석방법 3.2 각브랜드체험관의사례분석 3.2.1 KT Journal of Digital Convergence 429
브랜드체험관에서의브랜드정체성 (BI) 표현에관한연구 - 국내 4 개의브랜드체험관을중심으로 - 3.2.2 현대자동차 [Fig. 1] KT s brand logo and space image [Fig. 2] Hyundai Motor s brand logo and space image <Table 4> Table about KT s space analysis <Table 5> Table about Hyundai Motor s space analysis 430 Journal of Digital Convergence 2017 Sep; 15(9): 427-434
Evaluation for Express of Brand Identity in Brand Experience Spaces -Mainly with Analysis on Domestic 4 Brand Experience Space- 3.2.3 도요타 (Toyota) 3.2.4 삼성전자 [Fig. 3] Toyota s brand logo and space image <Table 6> Table about Toyota s space analysis [Fig. 4] Samsung Electronic s brand logo and space image Journal of Digital Convergence 431
브랜드체험관에서의브랜드정체성 (BI) 표현에관한연구 - 국내 4 개의브랜드체험관을중심으로 - <Table 7> Table about Samsung Electronic s space analysis 3.3 결과 <Table 8> Table about Property of Spatial Expressions of 4 Brand Experience Spaces 432 Journal of Digital Convergence 2017 Sep; 15(9): 427-434
Evaluation for Express of Brand Identity in Brand Experience Spaces -Mainly with Analysis on Domestic 4 Brand Experience Space- 3. 결론 REFERENCES Journal of Digital Convergence 433
브랜드체험관에서의브랜드정체성 (BI) 표현에관한연구 - 국내 4 개의브랜드체험관을중심으로 - 이승윤 (Lee, Seung Yun) 김보연 (Kim, Bo Yeun) 434 Journal of Digital Convergence 2017 Sep; 15(9): 427-434