기업의 브랜드이미지 제고를 위한 통합디자인커뮤니케이션 전략 = Integrated Design Communication Strategies for Corporate Brand Image

다국어 초록 (Multilingual Abstract)

Integrated Design Communication Strategy to Strengthen Brand Image In today's society characterized by a plethora of information, accuracy and speed of information transmission have become prerequisites for all successful communication. Accordingly, product and business brands, being strategic marketing communication tools, are becoming the object of growing attention on the part of an industry in search of more effective designs.
More and more companies brand the company ID and many of them no longer distinguish company ID from their product or business brands. Adopting a single-brand strategy offers the advantage of making brand management easier and more effective. As a matter of fact, in today's business world, where company branding and management philosophy branding have become a crucial element of corporate operation, branding has ceased to be what it once was, and is now an integral part of management strategy.
Many foreign companies provide excellent examples of design integration where visual images chosen to represent the company are ideally matched to and evocative of company name for clear and easy recognition. In comparison, most Korean company IDs and brands constitute examples of poor application of integrated design communication. The present study conducts a comparative analysis of realizations of integrated design communication as found in different domestic companies, and subsequently proposes a model of improved application of integrated design communication, using Namyang Aloe as a sample case.
The example proposed by this study can significantly benefit Korean companies for achieving more fully integrated design communication to create distinctive and well-defined corporate images, which are critical for company value growth.