공예 문화 마케팅을 활용한 현대 브랜드 이미지 제고 효과

Abstract

Crafti is an art that is being used as a strategic element of cultural marketing to enhance the brand's image. It is defined as "Craft Culture Marketing" and aims to understand the characteristics of "craft" and to consider the value that can be created and enhanced the image of the brand through strategic partnerships with the brand. Through literature research and prior research, the concept of "craft culture marketing" was defined, and the value keywords that brands can create through research and analysis of the brand's "craft culture marketing" cases were discussed. The value keyword is 'Artistry', 'Modernity of Traditional Beauty', and 'New Public Sensitivity'.As a result of the study, consumers have positive associations with crafts, and consumer reactions were found that the brand's "craft culture marketing" activities have a positive effect on the brand image. This study is meaningful in studying the segmented value elements of the brand image enhancement factor through cultural marketing by limiting it to 'craft'. This presents the possibility of expanding the new role and scope of use of crafts in the market, I want to reveal that craft culture marketing can be a strategy for providing users with a differentiated emotional experience of the brand and achieving long-term goals.