반려동물 식품 브랜드의 디자인 전략 연구- 중국시장 진출을 위한 유기농 반려동물 식품 브랜드 개발을 중심으로 -

Abstract

Pets have been living with humans for a long time and are often thought of as family or friends. With the Chinese companion animal industry on the rise in 2020, more consumers are looking for organic food for a safe food culture, and companies in each country are launching organic companion pet food brands one after another. However, Chinese companion pet brands have a lower market share than foreign brands. In order to strengthen communication with consumers and increase market share in China, we develop a brand name and logo design for companion pet food as a brand strategy. This study defined the concept through literature review on organic companion pet food and analyzed the types and meanings of brand names by collecting 20 major competitor brands sold in the Chinese market. It also analyzes organic pet food brand design and identifies shape, typeface, and color. We identify the strategies of 5 brands with high sales among organic companion pet food brands and derive brand names of organic concepts. An online survey was conducted on a total of 264 Chinese citizens in their 20s and 30s, and a brand design that meets the needs of consumers is developed based on the analysis results. Although most consumers gave a positive response, their preferred design direction, such as free-form/other shapes, emblems, cursive, Chinese+English markings, was different from the analysis results of the 20 major brands occupying the Chinese market. Based on the needs of Chinese consumers, we develop a Chinese organic brand and present a brand design strategy necessary for the Chinese companion pet industry.