고객 여정에 따른 브랜드 경험(BX) 분석 및 향상 전략 제안- 노후화된 아웃도어 브랜드 사례를 중심으로 -

Abstract

Today, as customers change from product-centric to experience-oriented industries, companies need to derive brand experience strategies from the perspective of customer travel because they evaluate brand experience through all the interfaces associated with the brand.It aims to propose an experience improvement strategy by viewing the brand experience as a perspective of the customer journey and by presenting measures and factors for measuring the brand experience. Through theoretical consideration of customer journey and brand experience, this study provides theoretical basis by presenting brand experience scales and measurement factors, and suggests brand experience improvement strategies by identifying case brand experience in terms of customer journey. We present 18 measurement factors for four brand experience scales and scales. Kolon Sports, which needs to improve its brand experience, was selected as an example and analyzed by applying the suggested brand experience measures and measurement factors. Through this, we propose a new brand experience enhancement strategy for Kolon Sports. In this work, it is significant in that we proposed brand experience scales and measurement factors, and through study, we analyzed the problem of case brand experience and proposed a brand experience improvement strategy. Based on this study, we hope to expand our research on brand analysis and strategy derivation in other industries that need to improve their brand experience and on strategy verification through customer testing.