브랜드 체험공간으로 나타나는 브랜드스케이핑에 관한 연구- 라이프스타일 브랜드의 플래그십 스토어를 중심으로 -

Abstract

In the modern consumer market, brand image based on the ideology pursued by the brand, storytelling conveyed to consumers, and design are becoming essential. These changes have led to changes in the space that forms the direct contact point between brands and consumers, and many brands have established brand experience spaces for consumers that build brand images by conveying the values ​​and directions they pursue. This is defined as brandscaping, which refers to all activities in which a brand builds and designs space to create a fundamental image by telling a story to consumers about the brand's value, ideology, and direction. This study examines various elements of brandscaping through the cases of domestic and foreign lifestyle brands where brand communication is most active. In this process, the overall aspects of the brand experience were divided into tangible (visible) and intangible (invisible) elements, and the impact on the perception and image creation of each brand was analyzed through a survey of consumers. Through this research and analysis, this study shows that the brand's experience space, directly and indirectly, conveys the overall components that make up the brand, from the brand's ideology to core values ​​and carrying out the brand mission, and induces various participation and experiences of consumers. This suggests the importance of brandscaping for continuous brand communication with consumers and building brand image.