Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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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
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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.

본 연구는 국내 4개의 브랜드체험관을 분석하여, 브랜드체험관에서의 BI 표현 요소를 분석하고 브랜드체험관에서의 BI 표현 개선 방향을 제안하는데 목적이 있다. 1차적으로 문헌연구를 통해 현재 브랜드마케팅과 시각적 경험적 BI 요소의 이론적 배경을 고찰하고 이를 분석할 공간 표현 특성에 대해서 조사하였다. 2차로 이를 토대로 추출된 분석 기준을 가지고 국내의 4개 브랜드체험관을 분석하였다. 그 결과, 브랜드체험관은 BI 표현 개선을 위해 자사의 브랜드 이미지를 체험관에 명확하게 표현해야 하고 다양한 콘텐츠와 상황을 통해 이미지를 효과적으로 전달할 체험 전략이 필요하다. 또한, 단기적인 체험이 아닌 지속적인 관계를 이어 갈 장기적인 체험 콘텐츠도 필요하다. 본 연구를 바탕으로 앞으로 브랜드체험관의 BI 표현 연구를 위한 참고자료로 사용될 것을 기대하며, 이후 진행될 다른 분야의 BI 연구에도 도움이 되기를 바란다.

Keywords

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