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> 한국상품문화디자인학회 > 상품문화디자인학연구 (KIPAD논문집) > 6권 0호

4개국 공동 브랜드패키징 개발의 가능성 연구

The Possibility of Joint brand Packaging development by four Asian Nations

김광현(Kwang hyun Kim)

- 발행기관 : 한국상품문화디자인학회

- 발행년도 : 1998

- 간행물 : 상품문화디자인학연구 (KIPAD논문집), 6권 0호

- 페이지 : pp.1-13 ( 총 13 페이지 )


학술발표대회집, 워크숍 자료집 중 1,2 페이지 논문은 ‘요약’만 제공되는 경우가 있으니,

구매 전에 간행물명, 페이지 수 확인 부탁 드립니다.

5,300
논문제목
초록(외국어)
It was The Silent Salesman by James Pilditch in 1961 that initiated changes in packaging strategies. The book also brought about a new consciousness of the role of packaging design as `a market tool` and as `the key to sales.` The term `Packaging as Salesman` took on the role of the `the sales clincher` linking the manufacturer with the consumer. The age of loud packaging came to an end, giving way to more modern and romantic appeal, and the need emerged for brand oriented design in everything from hard-sell to soft-sell. David Ogilvy said that while the similarities among products became greater, the selection of brands became smaller, and brand selection became dependent on packaging design that appealed to the consumer. Now, 30years later, Mary Lewis has said that outstanding brand packages are more powerful than sales personnel. In other words, brand packaging is both a "flag of recognition" and "a symbol of values" I certainly believe that we would be able to save considerable expenditures on development costs, brand registration, design, advertising and distribution if our four nations worked together on developing brands. We would also be able to extend our intellectual copyrights internationally, and through concentrated efforts by pepole from our four nations, we could also shorten development time while saving on costs involved. We We would also be able to extend our intellectual copyrights internationally, and through concentrated efforts by pepole from our four nations, we could also shorten development time while saving on costs involved. We would also be able to rapidly and economically increase brand recognition throughout by using regional broadcasting, advertising and public relations systems for maximum efficiency. In addition, we would be able to simplify shipment procedures among our four nations for more saving in time and money. With the global trend toward greater market liberalization, we could easily substitute foreign distribution costs of separate manufacturers with common brands. A desirable outcome can be expected when the enterprise, designer, and consumers responsible for the formation and production of the package maintain peaceful, but competitive relationship based on this new era`s value system.

논문정보
  • - 주제 : 예체능분야 > 미술
  • - 발행기관 : 한국상품문화디자인학회
  • - 간행물 : 상품문화디자인학연구 (KIPAD논문집), 6권 0호
  • - 발행년도 : 1998
  • - 페이지 : pp.1-13 ( 총 13 페이지 )
  • - UCI(KEPA) : I410-ECN-0102-2008-650-001175042
저널정보
  • - 주제 : 예체능분야 > 미술
  • - 성격 : 학술지
  • - 간기 : 계간
  • - 국내 등재 : KCI 등재
  • - 해외 등재 : -
  • - ISSN : 2765-1568
  • - 수록범위 : 1994–2022
  • - 수록 논문수 : 1000