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협동조합 브랜드 아이덴티티 연구 ; 식음업종 사례를 중심으로
정인희 ( Inhee Jung ),이진민 ( Jinmin Rhie ),장미정 ( Mijung Jang ) 한국산업디자이너협회 2016 산업디자인학연구 Vol.10 No.3
The purpose of this study is to seek ways to establish brand identity for cooperatives, by deducting the elements of expression and meaning suited to understanding of cooperatives and brand identity, and characteristics of cooperatives.This study is divided into temporal scope and object scope. First, temporal scope is limited to scope to analyze study case from Cooperatives Act in December 1 2012 to October 31 2015. Second, objective scope is divided into domestic and foreign cases. The scope of domestic case is limited to food cooperatives published on public announcement of business management. The scope of foreign case is cooperatives with food and beverage brand among foreign cases of ‘New Rich Class’, a co-operating project televised by MBN. As an analytical method of the study, it is designed by deducting brand identity for cooperatives in terms of both expression element and meaning element. First, in expression element, a study is designed in various terms such as graphic identity(2D), product identity(3D), and spatial identity(4D), and is analyzed by substituting image scale of Kobayashi. Second, in meaning element, a study is designed in terms of brand as product, brand as organization, brand as person, and brand as symbol in ‘brand identity system’ of Aaker, and is analyzed by substituting adjective scale of Kobayashi. Last, connectivity of expression element and meaning element based on analytical data is deducted, and it is meaningful to establish brand identity of cooperatives by raising design value.
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