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Evaluation for Express of Brand Identity in Brand Experience Spaces -Mainly with Analysis on Domestic 4 Brand Experience Space-

브랜드체험관에서의 브랜드 정체성(BI) 표현에 관한 연구 -국내 4개의 브랜드 체험관을 중심으로-

  • Lee, Seung-Yun (Dept. of Digital Media Design, HongIk University, International Design School for Advanced Studies) ;
  • Kim, Bo-Yeon (Dept. of Digital Media Design, HongIk University, International Design School for Advanced Studies)
  • 이승윤 (홍익대학교 국제디자인전문대학원 디지털미디어디자인전공) ;
  • 김보연 (홍익대학교 국제디자인전문대학원 디지털미디어디자인전공)
  • Received : 2017.07.21
  • Accepted : 2017.09.20
  • Published : 2017.09.28

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.

Keywords

Brand;Brand Experience Space;Experience Marketing;Brand Identity;Brand Scaping

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