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논문검색은 역시 페이퍼서치

> 한국상품문화디자인학회 > 상품문화디자인학연구 (KIPAD논문집) > 7권 0호

브랜딩과 브랜드의 시각적 정체성 연구

A Study on Branding & Brand Visual Identity

김정숙(Jung Sook Kim)

- 발행기관 : 한국상품문화디자인학회

- 발행년도 : 1999

- 간행물 : 상품문화디자인학연구 (KIPAD논문집), 7권 0호

- 페이지 : pp.1-20 ( 총 20 페이지 )


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

구매 전에 간행물명, 페이지 수 확인 부탁 드립니다.

6,000
논문제목
초록(외국어)
Customers are overwhelmed by abundant information which is provided by faster means of communication such as satellite or beam communication. They have speeded up the communication and increased the amount of communication. This information oriented society has brought a new value system, which is information value system. The value of information on the products has become more important than the value of the products itself. Thus, we are in the period that the evaluation of products or companies depends on the value of information judged by customers. Therefore, the companies which produce and provide their goods to the customers should change their conception of values on goods along with the customers` change from physical needs to mental needs. The development of enterprises and even their existence can not be guaranteed if they don`t apply values of information to the business management. The value of information can be obtainable from brands in marketing. Larry Light emphasized the importance of brands as it forecess the future market. He points out that enterprisers and investors will recognize the value of the brand as the most important value in their business, so brand competition will be the core of marketing competition in the future. In brand businesses the value of designing will be a powerful in marketing tool. Therefore, designing should be included from the beginning in the business plan for the management and marketing. Brand equity coming from the parts of visual identity should not be excluded and understanding and accomplishment of designing process should be done from the view point of designing management. Therefore, Korean enterprises should change their conservative thought of designing and brand in order to provide customers with information values and mental fulfillment values using brands.

논문정보
  • - 주제 : 예체능분야 > 미술
  • - 발행기관 : 한국상품문화디자인학회
  • - 간행물 : 상품문화디자인학연구 (KIPAD논문집), 7권 0호
  • - 발행년도 : 1999
  • - 페이지 : pp.1-20 ( 총 20 페이지 )
  • - UCI(KEPA) : I410-ECN-0102-2008-650-001174974
저널정보
  • - 주제 : 예체능분야 > 미술
  • - 성격 : 학술지
  • - 간기 : 계간
  • - 국내 등재 : KCI 등재
  • - 해외 등재 : -
  • - ISSN : 2765-1568
  • - 수록범위 : 1994–2022
  • - 수록 논문수 : 1000