태국과 한국의 의인화 캐릭터 디자인을 활용한 브랜딩 연구

다국어 초록 (Multilingual Abstract)

This study examines the structural mechanisms of anthropomorphic character branding in Thailand and South Korea by identifying how anthropomorphic characters construct brand identity, build consumer relationships, and expand character intellectual property. It offers a comparative analysis of four representative cases: Butterbear and Bar B Gon from Thailand, and Bellygom and MUZIK TIGER from South Korea. This research employs the Inside–Out Four-Stage Framework as the principal analytical framework, consisting of （1） internal persona and narrative construction, （2） visual form and morphological psychology, （3） dynamic expression and parasocial interaction, and （4） strategic design process. It uses a qualitative comparative case study to analyze visual materials, official media content, brand communication, and digital platform activities associated with each character. The findings indicate that all four cases have evolved beyond corporate mascots into character intellectual property that integrates brand identity, emotional communication, and strategic business value. In the first stage, all cases reinterpret animal symbolism into approachable anthropomorphic characters while establishing distinct consumer relationships through protection, companionship, playful interaction, or self-projection. In the second stage, all characters employ visual simplification, geometric form language, and Baby Schema characteristics to enhance familiarity and emotional accessibility. However, each brand applies different visual structures to reinforce its intended persona and communication style. In the third stage, the characters function as social actors through body language, movement, and nonverbal communication. While Butterbear, Bar B Gon, and MUZIK TIGER encourage emotional attachment or self-projection, Bellygom emphasizes playful interaction and shared experiences, demonstrating a different mechanism for building consumer relationships. In the fourth stage, all cases demonstrate the transformation of brand characters into expandable character intellectual property systems through merchandise, licensing, digital media, and cross-platform communication. The Thai cases emphasize emotional engagement and offline experiences, whereas the Korean cases integrate digital platforms, content ecosystems, licensing strategies, and experiential branding to support long-term intellectual property development. This study concludes that successful character branding depends not only on visual attractiveness but also on the integration of persona, visual design, behavioral expression, and strategic application. Contemporary character branding functions as an integrated communication system connecting brands and consumers across digital and physical environments.

목차 (Table of Contents)

• 1. 서론 1
• 1.1. 연구 배경 및 연구 목적 1
• 1.2. 선행연구 검토 3
• 1.3. 연구의 범위 및 방법 6
• 1.4. 논문의 구성 8
• 2. 이론적 배경 10
• 2.1. 케릭터 브랜딩의 정의 및 개념 10
• 2.2. 의인화 이론 12
• 2.3. 태국과 한국의 캐릭터브랜딩 사례와 산업 특징 20
• 3. 연구 방법론 22
• 3.1. 연구 설계 개요 22
• 3.2. 연구 대상 및 사례 선정 23
• 3.3. 분석 프레임워크 구성 24
• 3.4. 자료 수집 및 분석 방법 28
• 3.5. 분석 도구 29
• 3.6. 연구 절차 및 흐름도 31
• 4. 의인화 케릭터 사례 연구 분석 32
• 4.1. 태국 사례 석분 32
• 4.2. 한국 사례 분석 61
• 4.3. 태국과 한국 사례 비교 분석 82
• 5. 결론 90
• 5.1. 연구 결과 요약 90
• 5.2. 연구의 한계 및 후속 연구 제언 92
• 참고문헌
• Abstract