EXPLORING POLITICAL BRAND IDENTITY AND POLITICAL BRAND IMAGE IN NON-PARTY CONTEXTS FROM A MULTI-STAKEHOLDER PERSPECTIVE

G. Armannsdottir,C. Pich 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Introduction Understanding political brands is a pertinent concern for the British Crown Dependency of Guernsey. Guernsey is a Channel Island, part of the British Isles yet not a member of the European Union. In addition, Guernsey currently has a nonpolitical party system and all thirty-eight Members of Parliament [otherwise known as Deputies] are independent figures. Further, deputies stand as individuals, and members often form informal alliances repeatedly referred to as collections of constantly changing coalitions of support or ‘quasi-political parties’ Guernsey is set to hold an island-wide referendum by March 2018 on the island’s electoral process, moving from seven constituencies to one island-wide constituency. The Guernsey Government believe the 2018 referendum will impact the way Members of Parliament are elected and envisage the creation and introduction of ‘political parties’, or formal alliances in anticipation for the 2020 General Election. The creation and introduction of political parties [political brands] on Guernsey would be unprecedented to the current-historic political environment of a non-party system structured by independent, individual politicians. Further, it is unknown whether the creation and introduction of political ‘party’ brands would have the same appeal, benefits and success compared with independent ‘individual’ political brands. This presents a unique opportunity for the proposed piece of research, which will have an impact as to whether political parties [political party brands] are desired by Guernsey’s elected representatives and Guernsey citizens-voters, and if so, how will new political parties be created and conceptualised. However, in order to address this we need to frame the study within the sub-discipline of political branding. The application of commercial branding theory to politics is nothing new (O’Cass and Voola 2011; O’Shaughnessy and Baines 2009; Rutter et al. 2015). There is a shared understanding that political parties, pressure groups, politicians, candidates and campaigns can be conceptualised as ‘brands’ (Guzman and Sierra 2009; Needham and Smith 2015; Peng and Hackley 2009; Pich et al. 2016; Scammell 2015; Smith 2009). Further, the sub-discipline of political branding has become a ‘critical’ and ‘priority’ issue that warrants continued attention (Speed et al. 2015). The application of branding to politics has been described as the most appropriate way to understand the political ‘product’ and a mechanism to frame the deconstruction process to understand the political promise put forward by political actors (Scammell 2015). Political brands are complex, multi-layered entities which are often difficult to unbundle (Lees-Marshment 2009; Lock and Harris 1996; Phipps et al. 2010). Further, political brands are powerful tools used as a short-cut mechanism to deconstruct the rational and irrational elements of the political offering (Scammell 2015). This is reinforced with continued calls for future research to focus on generating deeper insight into how political brands are developed and understood particularly in new settings and contexts (Needham and Smith 2015; Nielsen 2016; Ormrod and Henneberg 2011; Pich and Dean 2015; Scammell 2015; Speed et al. 2015). Subsequently, the objectives of this study are to: - Investigate how current non-party political brands create, develop and communicate their brand identity from the perspective of elected representatives - Explore how current non-party political brand image is understood from the perspective of Guernsey voters - Ascertain whether elected representatives and Guernsey voters desire political ‘party’ brands for the 2020 General Election. Theoretical Background Political brands can be considered a trinity of elements including the party, leader and policy (Butler et al. 2011; Davies and Mian 2010; Pich and Dean 2015; Speed et al. 2015). The trinity of elements need to ensure clear identification and differentiation from political competitors (Ahmed et al. 2015; Nielsen 2016; O’Cass and Voola 2011; Smith 2008). In addition, effective political brands should be strong, appealing, trustworthy, offer resonance, act as a decision making driver which in turn will support strategy development and build awareness in the mind of voters-citizens (Ahmed et al. 2015; Baines and Harris 2011; O’Cass and Voola 2011). However, the existing literature has tended to focus on ‘party’ political systems and overlooked political brands from non-party political systems where all candidates and politicians are independent candidates and representatives. Nevertheless, what about other typologies of political brands like in non-party systems? In addition, the existing body of knowledge has not explained how political brands exist or develop without the ‘party’ element from the trinity. This proposition is supported the demand for more depth and understanding on political brands especially non-party ‘individual’ political brands [elected representatives] (French and Smith 2010; O’Cass and Voola 2011; Peng and Hackley 2009; Scammell 2015). Despite the calls for more research in this area, there are a few studies that have investigated ‘individual’ political brands. More specifically, studies have focused on politicians or candidates from political ‘parties’ in terms of brand personality, equity, identity or image and often compared ‘corporate’ and ‘individual’ political brands (Cwalina and Falkowski 2014; De Landtsheer and De Vries 2015; Milewicz and Milewicz 2014; Smith and Spotswood 2013; Speed et al. 2015). For example, Smith and Spotswood (2013) comparatively considered the brand equity of the UK Liberal Democrat Party from a corporate and individual-local perspective. Smith and Spotwood (2013) highlighted that successful political brands whether corporate or local-individual) communicated clear expectations, focused values, believable promises to constituents, which is often easier at a local rather than national level. Further, Smith and Spotwood (2013) argued that successful corporate political brands would depend on consistency between corporate and local-individual political brands. However, the work by Smith and Spotswood (2013) was developed from speeches, articles and other discourse rather than from the personal perspective of internal stakeholders. Therefore, more depth and understanding from a multi-stakeholder perspective would reveal greater insight into the individual-local political brand particularly in non-party contexts. Existing political branding research primarily adopts either an internal (Busby and Cronshaw 2015; Cwalina and Falkowski 2014; de Landtsheer and Vries 2015; Milewicz and Milewicz 2014; Smith and Spotswood 2013) or external perspective to frame studies (French and Smith 2010; Peng and Hackley 2009; Phipps et al. 2010). More specifically, research devoted to an internal ‘brand identity’ perspective directs its attention to the political party, candidate or politician. Brand identity can be conceptualised as the current intended projection formulated and communicated by the brand’s creator with the aim of attempting to establish a desired identity in the mind of the consumer (de Chernatony 2007; Kapferer 2008). Further, brand identity can be seen as a useful approach to generate a deep understanding from an internal standpoint and capture the ‘central ideas of a brand and how the brand communicates these ideas to stakeholders’ (de Chernatony 2007:45; Ross and Harradine 2011; Saaksjarvi and Samiee 2011). In contrast, research focusing on an external ‘brand image’ perspective considers the political offering from a citizen-voter orientation (Needham and Smith 20015; Nielsen 2016; O’Cass 2001). Brand image can be considered as the current-immediate associations perceived and formulated in the mind of the consumer, which is often out of control of the brand’s creator (Nandan 2005; Rekom et al. 2006). In addition, brand image is externally created, and manifested through unique associations and perceptions, experiences and expectations linked to physical and intangible elements of a brand (Bosch et al. 2006a; Nandan 2005). Therefore, future research should attempt to capture insight into how political brands develop and communicate identity and how political brands are understood from an internal [revealed by the politician] and external perspective [revealed by the voter] (Baines et al. 2014; Needham and Smith 2015; O’Cass and Voola 2011; Pich and Dean 2015). However, how can we actually comprehend current political brand identity and political brand image? One study that explored an ‘internal-relational orientation’ of several individual political brands was the work by Pich and Dean (2015). Pich and Dean (2015) explored the internal brand identity of UK Conservative Party politicians prior the 2010 UK General Election with the support of Kapferer’s brand identity prism (Kapferer 2008). Further, the work by Pich and Dean (2015) not only revealed the complex related yet distinct nature of individual political brands and their relationship with their ‘corporate Conservative Party’ political brand but also demonstrated the problematic nature of applying the brand identity prism in its original form to deconstruct the internal orientation of a political brand. Pich and Dean (2015) concluded with a revised framework known as the ‘political brand identity network’ and challenged future studies to consider this as a workable tool to understand individual political brands from an internal-relational perspective. However, Pich and Dean (2015) concluded that the ‘political brand identity network’ could also support the understanding of external brand image. Therefore, could the ‘political brand identity network’ aid the exploration of internal political brand identity and external political brand image of non-party political brands? Responding to this gap in the body of knowledge, this research will explore the internal brand identity of an ‘individual’ political brand from the perspective of elected representatives and investigate the external brand image of non-party political brand from the perspective of Guernsey voters. In addition, this study will assess the operationalisation of the ‘political brand identity network’ put forward by Pich and Dean (2015). Further, responding to the challenge from Pich and Dean (2015), this study will assess the usability of the political brand identity network to understand non-party political brand identity and political brand image. This will address the limited development of ‘appropriate models’ and frameworks that can be used to assist political entities in understanding their offering and support strategy development (Nielsen 2015; O’Cass and Voola 2011; Ormrod 2011; Scammell 2015). Confusion and advancement can be addressed by building on existing research by assessing existing models and frameworks in comparison with new settings and contexts (Nielsen 2016; O’Cass 2001; O’Cass and Voola 2011; Ormrod and Henneberg 2011; Scammell 2015; Speed et al. 2015). Research Design As this study aims to explore non-party political brands from a multi-stakeholder perspective, a qualitative interpretivist approach is adopted (Creswell 2007; Welch et al. 2011). This is consistent with the calls across the political branding discipline for more exploratory empirical research (French and Smith 2010; O’Cass and Voola 2011; Peng and Hackley 2009; Scammell 2015). This study will involve two stages. Stage one involves twenty-one semi-structured interviews with current elected Deputies. Deputies from across the eight districts of Guernsey namely; Vale, Vale-West, St Sampson, St Peter Port-North, St Peter Port-South, South East, West and Castel (www.gov.gg) have been selected. Interviews will last between 60-90 minutes and will be conducted by the researchers from March 2018-May 2018. Stage two involves twelve focus group discussions with Guernsey citizens-voters. Focus group discussions will be organised according to voter age group following the conventional approach adopted by research organisitions such as YOUGOV and IPSOS-MORI to explore political brand image. More specifically, this study will adopt purposive sampling framework and Guernsey citizens will be grouped from 18-24, 25-34, 35-44, 45-54, 55-64 and 65+ and each group will serve to frame each focus group discussion (Gillham 2005; Malhotra and Birks 2003). Focus group discussions will be conducted July-September 2018. Pilot interviews and focus group discussions were conducted in October 2017 to assess the usability of the interview-focus group schedules and aided developmentrefinement (Gillham 2005). The ‘political brand identity network’ (Pich and Dean 2015) serves as a conceptual framework to provide some structure the interviews-focus group discussions and be incorporated into the interview-focus group schedules (Gillham 2005; Zikmund 2003).Transcripts from the semi-structured interviews and the focus group discussions will be thematically analysed with the support of Butler- Kisber’s (2010) two-stage analytical approach. Findings The findings from stage one of the study will generate insight on how current nonparty political brands create, develop and communicate their brand identity from the perspective of elected representatives. For example, the findings will highlight how non-party political brands create-develop communication strategies and tactics, the significance of individual political personality as a tool to provide differentiation and whether personal values are used to characterise the brands (Ahmed et al. 2015; Nielsen 2016; O’Cass and Voola 2011; Smith 2008). The findings from stage two of the study will reveal how current non-party political brand image is understood from the perspective of Guernsey voters. For example, the insights linked to political brand image will reveal consistencies and incoherencies with communicated identity and awareness of communication strategies-tactics, personality characteristics and personal-cultural values of Deputies (Pich and Dean 2015). Stage two will also reveal understanding as to whether Guernsey citizens-voters desire political ‘party’ brands. This will address the third objective of the study. This in turn will highlight the ideal conceptualised political brand for Guernsey developed from a multi-stakeholder perspective. Discussion This study will also reveal the relationships between current Deputies and constituents, personal-working relationships with stakeholders across government departments and understanding of attitudes and opinions of political issues such as the introduction of parties. This in turn will introduce first-hand accounts of current non-party political brand identities. In addition, this stage will reveal if the ‘party’ dimension is the only missing element from the triad and provide understanding of the relevance of the ‘policy’ and ‘leader-politician’ dimensions (Butler et al. 2011; Davies and Mian 2010; Pich and Dean 2015; Speed et al. 2015). Further, this study will provide understanding into the relationships between voters and Deputies and highlight the perceptions, associations and imagery Guernsey voters ascribe to non-party political brands (Bosch et al. 2006a; Nandan 2005). This research will also reveal understanding as to whether Guernsey citizens-voters desire political ‘party’ brands. This in turn could result in a reconceptualization of political brands, which extends the political brand triad (Butler et al. 2011; Davies and Mian 2010; Pich and Dean 2015; Speed et al. 2015). Further, a revised definition could be tailored to the unique setting of island communities and this could have implications to other jurisdictions with non-traditional political brands. Finally, the applied findings will address the challenge put forward by Pich and Dean (2015) to assess the usability of the ‘brand identity network’ as a mechanism to explore internal political brand identity and external political brand image. This will go some way in addressing the limited number of ‘appropriate frameworks’ than can be used to assist researchers to understand brands and develop strategies to address any inconsistencies or misalignment between communicated identity and understood image (Nielsen 2015; O’Cass and Voola 2011; Ormrod 2011; Scammell 2015; Speed et al. 2015). Conclusion Subsequently, this study will seek to understand how independent elected representatives currently create and develop political brand identity and explore how Guernsey voters understand political brand image of non-party brands. Further, the findings will highlight a contribution to practice. For example, this study will reveal implications of the introduction of political ‘party’ brands to the prospective of an island-wide voting environment from the perspective of internal [Deputies] and external [citizens-voters] stakeholders. This research will offer internal political stakeholders insight into the perceptions, attitudes and opinions of external citizensvoters in terms of prospective political ‘party’ brands, desired configuration of political ‘party’ brands and highlight whether political ‘party’ brands have a role to play in the reformed electoral process on Guernsey. Further, the findings will offer internal political stakeholders the opportunity to design, create and develop their political brands in line with the wants and needs of the electorate, which in turn should strengthen political engagement, maintain personal relationships between politicians-voters and allow for the establishment of a tailored approach to political brand management in non-traditional political environments. Further, the findings will have a direct impact on the debate as to how Guernsey’s electoral process develops following the 2018 Island Wide Referendum and legislates prior the 2020 Guernsey General Election. The findings will also have implications beyond non-party systems of government for example it may offer existing party-systems of government practical methods and initiatives to strengthen voter engagement and develop stakeholder relationships across jurisdictions and constituencies. This study will also contribute to academic theory. For example, the addressed objectives will offer the researchers an opportunity reconceptualise political brands particularly in non-traditional contexts based on deep insight from the perspectives of citizens-voters, which in turn will allow the sub-discipline of political branding to advance-develop as an area of study (Needham and Smith 20015; Nielsen 2016; O’Cass 2001; Pich et al. 2016; Scammel 2015). In addition, this study will address explicit calls for future research in this area by outlining how independent political brands exist or develop without the ‘party’ element from the trinity assess the applicability of the ‘trinity’ concept to new jurisdictions. Finally, this study will assess the applicability of the ‘political brand identity network’ (Pich and Dean 2015) as a tool to explore internal political brand identity and external political brand image of non-party political brands from a multi-stakeholder perspective.

브랜드 아이덴티티 디자인의 동향 연구 -2009년부터 2018년 까지-

홍슬기,이강현,이현주 한국일러스아트학회 2018 조형미디어학 Vol.21 No.4

Recently, the brand ecosystem has developed an organic yet complex communication phenomenon with the emergen ce of new digital media environments and various media. Companies are trying to visualize the brand identity(BI) a s a way to make consumers aware of the intangible brand. The influx and convergence of new technologies has led to a market paradigm shift based on the digital revolution, requiring a fundamental change in brand management. As a result, BI, a medium of brands, is being tried in a variety of flexible and dynamic design cases focusing on brand experience through communication and interaction with customers. However, the identity of similar concepts with ne w variability and scalability in the preceding paper is defined as various terms, and the concept and scope of the si milar concept are also not clear, and thus there are irregular cases in the application of the digital media. The stu dy looked at the variable identity changes in the current era of the consumer change in identity as a transitional st ate in the coming of the digital community, and the new brand identity changes were developed through the study of the brand identity design and literature. Through the academic data and literature study on the brand identity design for the last 10 years, The result s of this study are as follows. First, we investigated the change of value of brand identity and the interaction of consumer-brand relationship and co-creation. We also analyzed trends and implications of brand identity d esign in current era by analyzing logo trend. In order to analyze the factors of change fundamentally, attentio n was paid to the emergence of digital media and new market ecosystem and the directions of variables and fundamental changes were grasped. Through this study, we want to understand and understand brand identity design changes and current trends more fundamentally, helping us to design collaborative and horizontal brand identity design models that strengthen networks beyond the hierarchical structure. 최근 브랜드 생태계는 새로운 디지털 미디어 환경과 다양한 매체의 등장으로 유기적이면서도 복잡한 커뮤니케이션 현상이 전개 되고 있다. 기업들은 소비자에게 무형의 브랜드를 인식시키기 위한 방법으로 브랜드 아이덴티티(BI)의 다양한 시각화를 시도하 고 있다. 신기술들의 유입과 융합은 디지털혁명을 기반으로 마켓 패러다임 전환(paradigm shift)을 가져왔고 이에 따른 브랜드 경영에 근본적인 변화가 요구됨에 따라 브랜드의 매개물인 BI에 고객과 소통 및 교감을 통한 브랜드 경험을 중심으로 하는 유 연하고 역동적인 디자인이 다양하게 시도되고 있다. 그러나 선행 논문에 새롭게 등장한 가변성과 확장성이 대두된 유사 개념의 아이덴티티가 다양한 용어로 정의되어 혼선이 양산되고 있으며, 그 개념과 범위가 또한 명확하지 않아 불규칙적으로 변질된 사 례들이 발생하고 디지털 매체의 동적요소에 의존적 표현으로 기존 매체 적용에 어려움을 겪는 불균형의 양산을 보이고 있다. 본 연구는 현시점에 나타나는 가변적 아이덴티티 변화를 디지털사회의 도래에 인한 과도기적 상태로 보았고, 먼저 최근 10년간 의 BI 관련 학술자료와 문헌 연구를 통해서 새로 등장한 브랜드 아이덴티티 개념과 가변적이고 확장된 디자인 변화를 리뷰, 해 외저널 리뷰를 통해 마케팅적 측면에서 본 BI의 가치변화와 이에 따른 소비자-브랜드의 수평적 관계형성 및 공동창작을 통한 상호 작용에대해 알아보았다. 또 로고트렌드를 분석하여 현 시대의 BI 디자인의 동향과 함의를 연구하였다. 근본적으로 변화의 요인을 분석하기 위해 디지털 매체의 등장과 새로운 마켓생태계를 주목하고 변인과 근본적인 변화의 방향을 파악하였다. 본 연구를 통해 브랜드 아이덴티티 디자인 변화와 현시대 현상을 보다 근본적으로 이해하고 파악하여, 계층적 구조를 벗어나 네 트워크를 강화하는 협력적/ 수평적 브랜드 아이덴티티 디자인 모델을 구상하는데 기여하고자 한다.

브랜드 공간의 감성 아이덴티티 형성에 관한 연구

김경숙(Kyung Sook Kim),사영재(Young Jae Sa) 한국디자인문화학회 2012 한국디자인문화학회지 Vol.18 No.1

브랜드 공간은 일관된 이미지를 중심으로 아이덴티티를 형성하고 소비자들로 하여금 구매와 방문을 유도하게 된다. 이를 ``브랜드 아이덴티티(Brand Identity)``로 지칭하며 기업의 성패를 좌우하는 1차적 요인으로 일컬어진다. 대표적 요소는 기업의 이미지를 나타내는 C.I(Corporated Identity)이며 로고, 서체, 그래픽을 통해 기업에 대한 상징적인 이미지를 구축하게 된다. 또한, 매장 내부 디자인인 S.I(Store Identity)는 C.I와 더불어 일관된 이미지를 제시하여야 하는데 국내 상업공간중 대표적 공간인 커피전문점은 C.I, S.I의 일관 된 인지요소를 통해 포괄적인 브랜드 아이덴티티(B.I)를 제시하고자 하는 대표 업종으로 지칭된다. 이에 본 연구는 커피브랜드 시장을 중심으로 C.I & S.I의 아이덴티티 연계성을 파악하여 각 기업이 제시하는 ``브랜드 아이덴티티(B.I)``를 조사하기로 한다. 또한 각 브랜드별 시장 현황과의 비교분석을 통해 국내 커피 브랜드 매장의 아이덴티티를 업계현황과 비교 분석하여 문제점을 제시하고 개선안을 마련하는 데에 연구의 목적을 둔다. 연구방법은 주 소비자층인 20대를 기준으로 H대학과 B대학의 총 68명(남 29명, 여 39명)을 대상으로 감성이미지 설문을 시행한다. 또한, 내부와 외부로 분류하여 상호 아이덴티티의 연계성을 비교 분석하기로 한다. 브랜드 3사의 분석내용을 정리하면 다음과 같다. 첫째, 까페베네의 경우 내츄럴한 + 모던빈티지 풍의 요소가 ``자연친화적인 가든``을 제시하며 일관된 아이덴티티를 제공한다. 둘째, 할리스 커피는 아기자기한 붉은색 이미지의 원형 로고가 내부의 그린 인테리어와 매치되지 않으며 색에 있어서의 통일성을 고려해야 할 것으로 판단된다. 셋째, 엔제리너스의 경우 색과 오브젯이 상호 연계되지 않으며 선호도가 높은 내부 분위기를 중심으로 외부 이미지의 개선을 추구해야 할 것으로 분석된다. 브랜드 아이덴티티(B.I)는 외부 아이덴티티(C.I)와 내부 아이덴티티(S.I)가 하나로 통합된 결과라는 것이 인지되어야 하며 이러한 공식을 각인시킬 수 있는 ``브랜드 아이덴티티``의 성립이 커피전문 기업 성패를 좌우할 것으로도 판단된다. The branding space provides consistent image and identity to consumers for inviting and purchasing, It`s called Brand Identity which is the cause of rise and fall in the corporate market, Corporate Identity (C.I) is the representative factor, that is comprise of logo, typo, graphics, Also, Store Identity (S.I) is the main factor, too. It is comprise of interior elements, for example, furniture, object, atmosphere of store, C.I & S.I should supply consistent image, Coffee brand store is the representative store in domestic market which use consistent cognitive image and construct themselves brand identity, So, this study is focused on coffee brand market, research brand identity through the connection between corporate identity and store identity, and purpose of this study to suggests problem and improvement by comparing result of study with present condition of coffee brand market. And the method of this study using semantic differential and try to analysis emotional adjective. research of target is based on 20`s age-men: 29, woman: 39, total: 68 person)-who is the main customer in the domestic coffee brand market. Also, Image to analysis is separated by 2 images (Exterior image:C.I, Interior Image:S.I). A conclusion of this study as follows. First, cafebene supposed modeen vintage style as natural style and provides consistent Identity. Second, hollys coffee`s red logo and green interior atmosphere are not recognized as consistent image. It should consider color match between exterior image and interior image. Third, angelinus should total identity of color and element. And it should improve exterior image (C.I) based on the interior image (S.I). The brand identity is integrated by consistent image of C.I and S.I. It is the main point of rise and fall in the domestic coffee brand market.

신문광고에 나타난 브랜드 아이덴티티 유형별 특성과 시각 커뮤니케이션 구성요소

최원수 ( Choe Won-soo ),권재경 ( Kwon Je-gyeuong ) 한국디자인트렌드학회 2009 한국디자인포럼 Vol.23 No.-

본 연구에서는 신문광고에 나타난 브랜드 아이덴티티(Brand Identity)의 유형별 특성과 시각 커뮤니케이션 구성요소가 어떻게 나타나고 있는지의 차이를 알아보고자 하였다. 연구방법으로는 브랜드 스톡에서 발표한 2008년 대한민국 100대 브랜드를 대상으로 일정 비용 수준의 광고를 집행했던 신문광고를 대상으로 무작위로 각각 1편씩, 100편을 선정했고, 이를 내용분석(Contents Analysis)의 연구방법을 사용했다. 연구결과 첫째, 신문광고에 나타난 브랜드 아이덴티티의 유형별 특성은 제품으로서의 브랜드 아이덴티티를 소비자들은 제품 그 자체의 내용 소개나 특징, 사용자들의 증언식 광고에서 높게 인식한다는 것이라 할 수 있으며, 개성으로서의 브랜드 아이덴티티는 소비자들이 자신의 개성과 일치하는 브랜드를 선택하고자 하는 성향에 맞추어 브랜드 아이덴티티의 개성과 관계에 모두 높게 나타나고 있다. 상징으로서의 브랜드 아이덴티티는 심벌과 전통을 살펴 본 결과, 심벌, 전통 모두 아주 낮은 결과가 나왔다. 이는 아직 기업들이 브랜드 아이덴티티에 대한 인식들이 부족하다는 점을 보여주고 있다. 또한 조직, 문화로서의 브랜드 아이덴티티(Brand Identity)의 요소는 전체적으로 낮게 나타났다. 둘째, 브랜드 아이덴티티(Brand Identity)의 유형에 따라서 광고의 시각 커뮤니케이션 구성요소는 어떠한 차이로 나타나는가에 대한 분석결과, 브랜드 아이덴티티 유형별로 나타나는 신문광고의 시각 커뮤니케이션 구성요소 중 슬로건은 조직, 문화로서의 아이덴티티에서 많이 나타나고 있는데, 이러한 현상은 조직, 문화로서의 브랜드 아이덴티티가 기업 내부 조직원들과 소비자의 호기심을 유발할 수 있도록 하고, 빨리 인지 할 수 있도록 하는 수단으로서 슬로건이 필요한 요소가 된다는 것이다. 그러나 상징으로서의 브랜드 아이덴티티, 제품으로서의 브랜드 아이덴티티, 개성으로서의 브랜드 아이덴티티에서는 낮게 나타나 슬로건이 경쟁자와 분명한 차별성을 나타내는 커뮤니케이션 활용성이 적다라고 해석된다. 브랜드 아이덴티티 유형별로 신문광고의 시각 커뮤니케이션 구성요소에 나타나는 캐릭터의 경우는 브랜드 아이덴티티 유형별로 전체적으로 낮게 나타났다. 이것은 우리나라의 기업들이 캐릭터의 필요성을 상대적으로 덜 중요하게 느끼고 있기 때문에 낮은 지표가 나타나는 것으로 판단된다. 로고타입과 심벌은 기업의 이미지나 제품의 특성을 나타내는 역할을 하는데, 본 연구에서 로고타입의 경우는 모든 브랜드 아이덴티티의 유형에 대부분 높게 나타나고 있다. 심벌은 상징과 조직, 문화로서의 브랜드 아이덴티티에서는 높게 나타났지만, 나머지 유형인 제품으로서의 브랜드 아이덴티티, 개성으로서의 브랜드 아이덴티티는 다소 낮게 나타났다. 이는 로고타입과 심벌의 경우에 기업들이 조직, 문화로서의 브랜드 아이덴티티유형을 가장 중요하게 느끼고 있는 것으로 판단된다. 또한 브랜드 아이덴티티 유형별로 표현되는 광고모델에서는 유명인 모델은 신문광고에서도 많이 나타나고 있다. 조직, 문화로서의 브랜드 아이덴티티는 유명인을 모델로 하는 것은 필요 상황이 아니기 때문에 브랜드 아이덴티티에 나타나지 않았다. 전문가(Endorser) 모델은 광고의 제품이나 서비스와 관련된 분야의 전문가를 모델로 하여 광고의 신뢰성을 부여하는 소구방법으로 대부분 낮게 나타나서, 광고의 신뢰성 확보차원에서 적극 보완 할 필요가 있다고 판단된다. 일반인(General People) 모델은 일반인을 등장시킨 광고의 경우 모델을 통해 창출하고자 했던 브랜드의 사용자 이미지 뿐 만 아니라 포지셔닝 전략에 있어서도 의미 있는 역할을 한다고 할 수 있는데 조직, 문화로서의 브랜드 아이덴티티, 상징으로서의 브랜드 아이덴티티, 제품으로서의 브랜드 아이덴티티, 개성으로서의 브랜드 아이덴티티 모두 대부분 낮게 나타났다. 소비자들에게 친근감을 주기 위한 캐릭터의 사용은 대체적으로 낮은 수치를 보여주고 있는데, 이것은 분석한 표본의 제품범주가 한정되어져 있고 우리나라 신문광고의 경우 소비자들에게 크게 소구할 수 있는 캐릭터가 드물기 때문인 것으로 보인다. 본 연구 결과에서 나타나듯이 기업은 브랜드 아이덴티티의 전략차원에 따라, 커뮤니케이션 전략의 방향을 결정하는 것이 중요하고, 또한 시각 커뮤니케이션 구성요소를 차별화할 때 효과적인 브랜드 아이덴티티 전략을 얻을 수 있는 것이다. 브랜드 아이덴티티와 시각 커뮤니케이션 구성요소를 중심으로 차별화전략의 방향성을 제공하는데 그 의의가 있다고 할 수 있다. The subject of this study is how to make theoretical background of brand identity strategy and strategy method wished to know effective brand identity strategy through visual communication constituent element of newspaper advertisement content analysis among components of brand identity. The results of the study summarizes like this: First, characteristics by type of brand identity that appear in newspaper advertisement is recognizing brand identity by product high in advertisement that consumers display contents introduction or characteristic of product itself and brand identity as symbol appeared very low. Also, constituent of brand identity as organization and culture appeared as is not high on the whole. Second, that visual communication constituent elements of advertisement is expressed by some difference according to type of brand identity among newspaper advertisement visual communication constituent elements, slogan forms, appear much in identity as culture. As symbol, appeared low in brand identity, brand identity as product, brand identity as personality. Appeared as elements that appear in newspaper advertisement visual communication constituent elements of character are not high on the whole. Logotype is appearing mostly high in type of all brand identities and symbol appeared low. and appeared high in brand identity as system, culture, but appeared a little low in remainder type. Celebrity model is appearing much in newspaper advertisement in expressed advertisement model by brand identity type. and endorser model does endorser of field connected with product or service of advertisement. Appeared mostly low by method that give authoritativeness of advertisement. also, general people model appeared too mostly low. Finally, the results of this study will provide the direction of brand strategy method wished to know effective brand identity strategy by v isual communication constituent elements of newspaper advertisement content analysis among components of brand identity.

전략적 도시 브랜딩을 위한 탐색적 연구

정성연,임지은 한국이벤트컨벤션학회 2019 이벤트 컨벤션 연구 Vol.15 No.2

This research aims to explore the brand management status of seven major cities in South Korea, especially focusing on strategic and visual identity. Content analysis was applied in order to understand the strategic identity, a vision, mission, value, keyword, slogan, and visual identity, a logo, color, typeface, symbol (character) that are posted on the websites of the cities. There were three steps in analyzing the data: analyzing the strategic identity of the cities; comparing the strategic identity and visual identity; and comparing visual identity of the city brand and city’s tourism brand. Through this we acknowledged four major problems in branding major cities in Korea. First, most cities lacked strategic identity. Second, mismatch between strategic identity and visual identity, and even inconsistency among visual identity elements. Third, city brands and tourism brands not being created with a holistic view, caused inconsistency between them. Finally, shareholders’ lack of understanding of branding caused inconsistency in branding. This study adds richness to previous research in terms of adding a new perspective on understanding the city brand in tourism field. Previous studies focused on understanding brand image of the city in the view of tourists and communication with the tourists. However, in this research, we highlight the importance of establishing a concrete and clear strategic identity should be the first step for strong and consistent branding.

Is there any Difference in the Perception of the Airbnb Brand Gender across C ul tures? A n Exploration o f Gender a nd G ender I dentity

Bongran Lucia Sun People&Global Business Association 2022 Global Business and Finance Review Vol.27 No.2

Purpose: This study explored the different perception of Airbnb s brand gender across cultures on the basis of gender and gender identity. Specifically, the objectives of this study are, first, to examine how users perceive Airbnb s brand gender; second, to explore the effect of gender and gender identity on brand gender; and finally, to observe the differences in perception of Airbnb s brand gender across cultures. Design/methodology/approach: The exploration was conducted by comparing two countries with different cultural backgrounds (American vs. Korean). Data was collected in the US and Korea. Amazon Mechanical Turk (Mturk)was used for the US sample. For the Korean sample, a research company specialized in online surveys was employed. Data were analyzed by SPSS, AMOS to test hypotheses. Findings: Gender identity fully affected brand gender for Americans, but for Koreans masculine gender identity (MGI) had an influence on the perception of masculine brand gender personality (MBP) and feminine gender identity (FGI) on the perception of feminine brand gender personality (FBP) only. Further, this study revealed that gender does not play a significant role in the relationship between gender identity and brand gender for the American group, while gender was found to be an important variable moderating the relationships for Koreans. In addition, the study showed that the impact of gender identity on brand gender is greater in the US than in Korea. Research limitations/implications: This study has several limitations. First, this study considered only two countries. More countries from different continents with diverse social backgrounds should be investigated to generalize the study results. Second, gender-related phenomena are multifactorial and involve several variables, including gender attitudes, gender role behaviors, and sexual orientation, therefore, future research may observe other gender-related variables. Third, there are questionable items in the measurement of brand gender. Future research may focus more on addressing this issue in the cross-cultural study of brand gender. Fourth, more in-depth insights into the role of gender identity will result if future research explores the relationship between Aaker s (1997) five brand personalities and gender identity. Finally, this study examined only one brand, Airbnb. Therefore, the results could be difficult to generalize and apply to other brands and industries. Future studies should focus on investigating the relationship between brand gender, identity, and gender in other brands in the hospitality industry. Originality/value: This study is one of few researches investigating the relationships between gender identity, gender, and brand gender across cultures. Therefore, the results of this study are expected to provide novel insights into brand strategies in marketing, both academically and practically, in terms of gender and gender identity market segmentation.

공간 브랜드아이덴티티의 어포던스 디자인 요소에 관한 연구 -한국 화장품 매장 공간을 중심으로-

한야람,한석원 한국공간디자인학회 2024 한국공간디자인학회논문집 Vol.19 No.3

(연구배경 및 목적) 코로나바이러스가 종식된 이후 오프라인 쇼핑이 점차 회복되면서 소비자들은 브랜드 이미지와 화장품 매장에 대한 관심도 늘어나고 있다. 소비자들의 요구를 충족시키기 위해 화장품 브랜드는 매장, 브랜드 이미지 디자인, 매장의 공간 디자인 등을 다시 고려하여 새로운 시장 트렌드에 대응해야 한다. 따라서 본 연구는 한국 화장품 매장공간에서 어포던스 디자인 요소의 활용 현황과 브랜드 아이덴티티 강화 효과를 살펴봄으로써, 공간 브랜드아이덴티티 구축과 소비자 신뢰도를 구축에 도움을 줄 수 있는 실질적인 제언과 기여를 목표로 하고 있다. (연구방법) 연구방법으로는 첫째, 이론 고찰을 통해 공간 브랜드아이덴티티와 어포던스 디자인의 정의를 충분히 이해하고, 어포던스 디자인은 공간 브랜드아이덴티티 형성하는 데 중요한 역할을 정리한다. 둘째, 공간 브랜드아이덴티티의 특징과 어포던스 디자인의 유형을 분석하고 공간 브랜드아이덴티티의 어포던스 디자인 요소를 도출한다. 셋째, 한국의 유명한 화장품 브랜드 사례들을 종합적으로 분석하여, 공간 브랜드아이덴티티에 대한 어포던스 디자인의 시사점을 발견한다. 넷째, 종합 분석 결과를 근거로 하여, 공간 브랜드아이덴티티 구축에 대한 제언을 제시한다. (결과) 분석 결과로서는 첫째, 공간 브랜드아이덴티티 어포던스 디자인 유형을 보면 감각적 어포던스의 평가가 가장 낮았다. 둘째, 공간 브랜드아이덴티티 어포던스 디자인 유형을 보면 기능적 어포던스의 평가도 높지 않고 소비자들은 매장 공간의 기능성에 대해 더 높은 기대를 갖게 되었다. 셋째, 공간 브랜드아이덴티티의 어포던스 디자인 매체성, 역사성, 작용성, 융합성, 복합성의 연관성도 비교적 작았다. (결론) 본 연구를 통해 공간 브랜드아이덴티티 구축과 소비자 신뢰도를 구축에 도움을 줄 수 있는 실질적인 제언을 제시하였다. 화장품 매장 환경을 디자인할 때 다양한 감각을 활용하여 사용자가 직관적으로 기능을 이해하고 상호작용할 수 있는 디자인을 만들 수 있다. 매장 공간의 물체나 인터페이스가 수행할 수 있는 기능에 대한 시각적인 단서를 사용하여 사용자가 직관적으로 이해하고 상호작용할 수 있도록 한다. 또한, 제품이나 시스템 내에서 기능적 상호작용이 합리적인 흐름과 구조를 가지도록 설계할 수 있다. 사용자가 예상하는 방식으로 기능이 배치되고 조직되어 있어야 한다. 공간을 통해 브랜드가 소비자들에게 작용하고, 상호작용하며 강한 인상과 경험을 제공할 수 있다. 다양한 요소와 방법을 조합하고 공간에서 브랜드 아이덴티티를 효과적으로 표현할 수 있다. 다양한 구성 요소들을 조합하고 공간에서 다층적이고 다차원적인 브랜드 경험을 제공할 수 있다. (Background and Purpose) After the end of the coronavirus, offline shopping is gradually recovering, leading to increased consumer interest in brand image and cosmetic stores. In order to meet consumer demands, cosmetic brands need to reconsider aspects such as store design, brand image design, and spatial design to adapt to new market trends. Therefore, this study aims to provide practical recommendations and contributions for establishing spatial brand identity and enhancing consumer confidence by examining the current usage of affordance design elements and their impact on strengthening brand identity in South Korean cosmetic retail spaces. (Method) The research methodology involves: First, through theoretical review, thoroughly understanding the definitions of spatial brand identity and affordance design, summarizing the significant role of affordance design in shaping spatial brand identity. Second, analyzing the characteristics of spatial brand identity and the types of affordance design, and deriving affordance design elements for spatial brand identity. Third, comprehensively analyzing cases of well-known Korean cosmetic brands to discover the implications of affordance design for spatial brand identity. Fourth, based on the comprehensive analysis, providing recommendations for establishing spatial brand identity. (Results) As for the analysis results: First, among the types of affordance design for spatial brand identity, the evaluation of sensory affordance was the lowest. Second, the evaluation of functional affordance within the spatial brand identity affordance design types was also not high, and consumers have higher expectations regarding the functionality of store spaces. Third, the correlation of affordance design mediums such as materiality, historicity, actionability, integrability,, and multiplicativity within spatial brand identity was relatively low. (Conclusions) Through this study, practical suggestions that can help build spatial brand identity and consumer confidence were presented. When designing a cosmetics store environment, various senses can be utilized to create a design that allows users to intuitively understand and interact with functions. It uses visual clues about the functions that objects or interfaces in the store space can perform so that users can intuitively understand and interact with them. Additionally, functional interactions within a product or system can be designed to have a reasonable flow and structure. Functions must be laid out and organized in the way users expect. Through space, brands can act, interact, and provide strong impressions and experiences to consumers. Various elements and methods can be combined and the brand identity can be effectively expressed in space. It is possible to combine various components and provide a multi-layered and multi-dimensional brand experience in space.

패션브랜드의 컬러 아이덴티티 확립 방안 모색을 위한 이미지컬러 성공사례분석

한승희(Han Seung-Hee),김혜연(Kim Hye-Yeon) 한국색채학회 2011 한국색채학회 논문집 Vol.25 No.2

정보와 트렌드의 범람으로 많은 브랜드들이 비슷한 이미지와 비슷한 색으로 기획되고 있어 브랜드들의 획일화가 우려되고 있는 현대 패션에, 소비자들을 차별화 시키고 소비자들의 니즈를 충족시키기 위해서는 브랜드들이 가지고 있는 아이덴티티에 맞는 색채 기획이 필요하며 이를 위해서는 브랜드를 기억시킬 수 있는 컬러 아이덴티티가 필요하다. 따라서 본 연구는 브랜드의 색채 기획을 함에 있어, 브랜드의 시즌 색채 기획에 앞서 브랜드 아이덴티티를 나타낼 수 있는 이미지 컬러 기획의 중요성을 인식하여, 패션 브랜드의 컬러 아이덴티티 확립과 관련된 연구를 하고자 하며, 본 연구는 그를 위한 1차적 연구로, 이미지 컬러 기획에 성공을 했다고 보여지는 브랜드들의 사례를 분석하여 브랜드 아이덴티티를 형성함에 있어서 색채가 가지는 중요성을 인식하며, 나아가 컬러 아이덴티티 확립 방안을 모색, 제안함에 궁극적 목적이 있다. Hermes(에르메스), Chanel(샤넬), Marni(마르니), Paul Smith(폴 스미스)를 분석 대상으로 하고, 브랜드의 역사와 특징과 색채 이미지, 최근 컬렉션을 살펴본 후 브랜드의 컬러 아이덴티티 확립현황에 대해 분석 해 본 결과 브랜드의 컬러 아이덴티티를 표현하기 위한 브랜드 이미지 컬러는 어느 한 요소를 통해 드러나는 것이 아니라 브랜드를 구성하고 있는 모든 요소를 통해 표현되며, 소비자들에게 각인된다는 걸을 알 수 있었다. 패션브랜드라는 특성으로 인해 어느 한 색상으로 브랜드의 컬러 아이덴티티를 나타낼 수 있을 뿐 아니라, 일정한 색조(뉘앙스)나 반복적인 패턴 등을 이미지 컬러로 표현하여 컬러 아이덴티티를 확립할 수 있다. 점차 획일화 되어 가고 있는 패션 브랜드들 속에서 자신을 표현 할 수 있는 이미지 컬러 기획하여 브랜드의 컬러 아이덴티티를 확립하고 나아가서는 브랜드의 아이덴티티를 확고히 하여 브랜드의 고부가가치를 형성 할 수 있어야 하겠다. 본 연구는 단순히 사례연구로 끝나지 않고 "브랜드의 컬러아이덴티티를 위한 이미지 컬러 기획의 실제"에 대한 연구가 후속 연구에 진행 된다면 획일화 되어가는 국내 패션 브랜드들의 브랜드 가치를 높이고 이미지를 부각시키는데 효과가 있으리라 사료된다. In contemporary fashion where uniformity of brands is concerned about as many brands have been planning similar images and similar color due to the flood of information and trends, the color planning according to the brand identity is necessary to differentiate consumers and satisfy customers" needs, and to do this, color identity which reminds the brand is necessary. Therefore, this study intends to research in association with the color identity establishment of fashion brands by recognizing the importance of image color planning that can represent the brand identity prior to the season color planning of brands. As a primary research, the ultimate goal of this study is to recognize the importance of colors in forming a brand identity by analyzing the successful cases of brands in planning color images, and furthermore, it is to seek and propose measures to establish color identity. Hermes, Chanel, Marni, and Paul Smith were set as the object of analysis. When establishment status of brand color identity was analyzed after looking into the history, characteristics, color images, and recent collection of the brand, it was identified that the brand image color to represent color identity of the brand is not reflected by one specific element, but is represented by all the elements that compose a brand, and it was identified that it is imprinted on consumers. The color identity of a brand could not only be represented by one specific color due to the characteristic of so-called fashion brand, but color identity can be established by expressing certain hue(nuance) or repetitive pattern with image color as well. It seems necessary to establish color identy of a brand by planning the image color that can represent oneself in increasingly standardized fashion brands, and furthermore, high value of the brand will be able to form by fortifying the brand identity. If this study does not end simply as a case study, but continues in future studies about "the practice of color planning for color identity of a brand," it is considered that the brand value of standardized domestic fashion brands can be increased and effective in highlighting images.

MZ세대를 위한 에너지 음료 브랜드 아이덴티티 전략에 관한 연구 -중국 시장의 에너지 음료 브랜드를 중심으로-

후쒸에,한석원 한국디자인문화학회 2022 한국디자인문화학회지 Vol.28 No.4

China’s MZ generation, born between 1981 and 2010, reached 40% of China’s population as of 2019, and as the living standards and consumption standards continue to rise, competition among companies to induce their consumption is intensifying. In the ‘2021 Food and Beverage Report for Generation MZ’, energy drinks were found to be the most preferred drink for Generation MZ. This trend has made strategies to improve marketing efficiency and corporate sustainability an issue that cannot be ignored. These strategies play an important role in the process of brands forming their brand identity. The main content of this study was to examine which elements of MZ generation companies should be identified by using the brand identity prism model and brand visual elements. This study was conducted in the form of literature research and case study. Literature research focused on identifying the definition and consumption trends of the MZ generation in network data, and there were previous studies on brand identity, brand visual table elements, and brand identity prism models. Four energy brands were selected for study in the Chinese restaurant. Furthermore, case composition contents were analyzed based on newspaper articles on brand official websites, social media platforms, and brand offline activities. As a result of the analysis, the ‘relationship’ and ‘user image’ of the brand identity through the brand identity prism research model in the brand identity strategy for the MZ generation of the company are strategic elements to strengthen the brand identity, and the ‘package design’ It was found to be a visual strategic element. As a result of the analysis, in the brand identity strategy for the MZ generation of companies, ‘relationship’ and ‘user image’ of brand identity through the brand identity prism research model are strategic elements to strengthen brand identity, and ‘package design’ is a strategic element for brand identity. It was found to be a visual strategic element. Through this, companies must create more attractive and competitive products and services tailored to the consumption patterns and lifestyles of the MZ generation. Promotion of brand events and social media platforms through the MZ generation brand identity strategy can be used as a long-term development direction for energy drink brands. This strategy is an important strategy for maintaining the energy drink brand value, and it is expected to continue in the future development process.

유아놀이교육 Brand Identity 확립을 위한 통합적 Visual Design 전략연구 - 국내 유아놀이교육 Brand의 Visual Design 비교분석을 중심으로 -

한지연 ( Han Jee-youn ),이경현 ( Lee Kyoung Hyeon ) 커뮤니케이션디자인학회 2016 커뮤니케이션 디자인학연구 Vol.57 No.-

본 연구는 유아 놀이교육 브랜드 활성화 방안의 일환으로 통합적 Visual Design의 전략을 제시하여 Brand Identity를 확립하도록 하는 것에 목적이 있다. 연구방법으로는 첫 번째, Brand Identity의 여러 이론들을 통하여 Visual Design의 모형설계와 BrandIdentity 전략요인을 찾아내고 이를 토대로 VisualDesign 전략모델을 설계하였다. 두 번째, 선정된 4개의 유아놀이교육 브랜드의 Visual Design을 조사 및 Visual Design 모형대로 분류하였다. 마지막으로 각 브랜드의 Visual Design을 평가기준을 토대로 전문가 집단을 통한 휴리스틱 평가(Heuristic Evaluation)를 진행하였다. 본 연구에서 Visual Design 전략모델 요인인일관성, 기억성, 적응성, 고유성, 친근성, 문화성을 토대로 각 브랜드의 Visual Design을 분석한 결과 짐보리는 차량 & Product를 제외한 모든 디자인분야에서 고평가 되었으며, 위즈아일랜드는 영상광고의 기억성, 베베궁은 On & Off line매체 디자인의 적응성, 킨더슐레는 캐릭터의 친근성이 고평가 되었으나 그 밖의Visual Design에서는 저평가 되었다. 위 평가결과에서 나타난 결과로 본 연구의 결론은 유아놀이교육 브랜드는 짐보리를 제외한 기타 브랜드들은 15년 이상의 역사가 있음에도 불구하고 오랜 경험이 누적되어 만들어지는 브랜드의 고유성과 문화성을 갖지를 못하였다. Visual Design은 소비자에게 브랜드를 인지하는 데 지대한 영향을 끼친다. 브랜드 아이덴티티를 확립하기위해 Visual Design에 본 연구에서 제시한 IdentityDesign 전략모델이 적용하여 Brand Identity를 확립하고 브랜드가 활성화 될 수 있기를 기대해 본다. The purpose of this study is to establish the brand identity by suggesting the strategy of integrated visual design as a way to revitalize the infant play education brand. First, I designed the strategic model of visual design based on the model design and brand identity strategical factor that I found through various theories of the brand identity. Second, I studied the visual designs of the selected four infant play education brands and assorted and analyzed the visual design models. Lastly, I did Heuristic Evaluation for professional groups based on the evaluation standards of visual design of the each brand`s visual design. The analytical result of each brand`s visual design based on consistency, memorability, adaptability, originality, domesticity and symbolicity that are selected as the visual design strategical factors is as follows. Gymboree was highly evaluated in every design area except the car & Product. Wizisland was highly evaluated at the memorability of visual advertisement. Bewegung was highly evaluated at the adaptability of On & Off line media design. Kinderschule was highly evaluated at the domesticity of the characters. The evaluated result shows that except Gymboree the other brands didn`t apply the visual design strategical factors. Even though the brands have more than 15 years of history, they don`t have consistency and symbolicity making the consumers` recognition and awareness of the brands low. The result suggests that the visual design strategical factors should be applied to establish the brand identity. It is expected that the infant play education brands rearrange the visual design and establish the brand identity based on this study`s visual identity design strategy and revitalize the brands.