카카오프렌즈 캐릭터를 활용한 브랜드 전략에 대한 연구

Abstract

This study is based on the case analysis based on David Arker's brand identity strategy theory, which is a single target called Kakao Friends. It distinguishes the main structure of the basic identity system and draws the elements that Kakao Friends has. Analyze intrinsic value, such as functions held by emoticons, and the characteristics of images formed in mobile platform to derive key identity structures. It also analyzes the relationship between its parent company, Kakao Talk, to draw a brand essence and to analyze the characteristics of its collaboration and professional character stores. This presents the core of the brand identity, the essence that binds it, and the structure of the extended identity that re-implement it. Since then, he has introduced his relationship with brand recognition and his value proposition and suggested the limitations of the character. According to the analysis, Kakao Friends characters, which have been linked to Kakao Talk's brand essence, had the core value of identity: accessibility, empathy and deficiency. In addition, extended identities were formed around visual and emotional images embodied by the use of emoticons. Extended identity was serving to offer value to consumers by transforming emoticons while maintaining existing core identities. Furthermore, it has led to stores that sell goods exclusively for their own brand characters, focusing on products that are easy to access. In conclusion, we could see that Kakao Friends is similarly controlling the propensity and design of businesses that serve around the core identity of empathy. This could suggest the formation of a strategic brand identity to have in the high value-added industry and the potential and importance of the character to do so.