문화적 브랜드 가치 생성을 위한 소셜미디어의 활용

Abstract

Current cultural paradigm is directly influenced by evolution and development of media environment making new costumers’ spending circumstances at the same time. This spending environment influenced by cultural paradigm is communized and occurred based on mutual communication media environment each that each customer could provide personalized content in anytime and any format. Collective, constant and one-way format of conventional media (eg. television, newspaper, and radio, magazine) has been usually changing outer format of media without manipulation of message and contents. Integrated media convergence environment of each media device is arousing the needs for brand-center new customers through conceiving cultural value. Social media through individual network of smart device has been main factor changing the method of brand communication, effects and concepts of boundaries. Particularly, relationship between customers each other has gained the status as parallel communication partner. The application of social media in the company’s strategy of brand communication has been essential factors and effective usage of sustainable brand media methodology and product centered customers experiences should be offered to go beyond the boundaries conventional brand identity-forming process and yield cultural brand value. This study is focused on analysis of social media in brand identity strategy for corporation’s brand identity. Through this procedure, the meaning of cultural value and related application is core factors in this piece of work.