공공기관 브랜드 자산으로서의 캐릭터 구성 요소 및 분석 틀 제안

Abstract

With the development of media, branding has become necessary to communicate with the public and build a positive image in the public domain. Among the institution's brand assets, characters communicate policies more easily and function as a medium of friendly communication. However, many public institutions fail to establish relationships with the public due to blind imitation of the private character development process and insufficient communication when developing characters. Research dealing with characters in the public sector is also insufficient. Accordingly, we intend to examine the components that public institutions should consider to put characters ahead as brand assets and establish an analysis framework. Prior research and case analysis were conducted based on the differences between the private and public sectors and the understanding of characters, and what factors should be considered for character development, design, and use of public institutions were considered. As a result, three elements were derived as components for character development in public institutions. Detailed components were established for each derived element, and a character analysis framework for public institutions was prepared using them. To determine the validity of the analysis frame, advice and verification were conducted with five experts. Ultimately, the analysis framework is expected to facilitate systematic character development and construction when public institutions use characters as brand assets as strong communication means and institutional image forming elements.