브랜드 시각 아이덴티티를 이용한 프로스포츠구단의 브랜드 전략에 관한 연구 = A Study on Professional Sports Teams Brand Strategy Based on Brand Visual Identity

다국어 초록 (Multilingual Abstract)

Today, with the 21 century just around the conner, people and companies all over the world are concerned about how to make and manage a intangible asset named "brand". A brand is not a name of a product any more, but one of the most important elements of the field of image management and its successful strategy, which companies would use to obtain the competitive ascendancy.
Especially, brand "Visual Identity" has an unification of different brands from one company( sports team) or differentiation of the brands for establishing its brand image. When a product design meets expectation of customers and the visual element of its unified image makes the product different showing special qualities of the product.
A tendency of consumption of the professional sports is to bring its image(services) forward rather than it functional aspects, we need to have a new understanding of the symbol, emblem, character and color of a professional sports team. The professional sports team can win over customer(fan) unless they have to distinguish from other teams by their's own emblem, character and color.
Also they make the best use of these visual factors, they strengthen the customer's(fan's) unity.
In conclusion, professional sports teams are trying to communicate to their fans' the needs of the times with a consistent policy about brand visual identity. Thus each professional team must make strategy about the brand image, investigate, analyze and apply various customer needs(experiences) to business when developing brand.

목차 (Table of Contents)

• ABSTRACT
• Ⅰ. 서론
• Ⅱ. 이론적 배경
• Ⅲ. 연구방법
• Ⅳ. 브랜드 시각 아이덴티티를 이용한 브랜드 전략
• Ⅴ. 논의
• 참고문헌