한국의 무도스포츠로서 태권도브랜드이미지 형성과정에 관한 연구

Abstract

This study is aimed at identifying the brand image of Taekwondo, and investigating the process of brand image formation. Greetings from the head of the official domestic homepage related to Taekwondo, promotional materials from official organizations, and instruction materials have been analyzed to create a brand image. As a result, Korea, martial art, and sports were the most frequently used words to describe Taekwondo. Therefore, the brand image of Taekwondo is determined as ‘Korean Martial Art Sports’ in this study. To examine the formation process of brand images relating to Taekwondo, Korean Martial Art Sports was divided into a Korean image, a martial arts image and a sports image. Then the process of each image formation was analyzed. Each image formation process was examined by dividing it into three stages. They are introduction, elaboration and fortification. After considering all the aspects of the process of forming the Taekwondo brand image, this study reached the conclusion that instructors of the field in the introduction stage, professional organization related to Taekwondo in the elaboration stage, government organization in the fortification stage played key roles. Real warfare images were important in the introduction stage of themartial art image, educational image were importantin the elaboration stage, and both real warfare and educational image were important in the fortification stage of brand formation. The Taekwondo sports organization was established in the introduction stage of the sports image, and sports system was applied to Taekwondo as a martial art. In the elaboration stage, Taekwondo was globalized as a sport, and was then professionalized by focusing on players. In the fortification stage, Taekwondo empathizing that a sport should be played at a beginner level all the way to an elite on.