전통공간의 세계화를 위한 브랜드전략에 관한 연구 - 프랜차이즈 한식당 ‘비비고’를 대상으로 -

Abstract

In light of the gradual enhancement of Korea's position in the world, the present study conducted an overseas case analysis of Bibigo, a large restaurant enterprise that entered the foreign market, with the aim to study the formation and development of national brands for the globalization of traditional spaces as well as interior architectures. The study used four methods of expression and ten design keywords drawn from previous studies as the evaluation tool for case analysis. According to the analysis of twelve franchise branches in five countries, it was found that brand strategies differed by positioning. Analysis results indicated that various brand strategies were being implemented, such as participating in cultural events, serving the role of official sponsor, presenting product tasting, and adopting customized star marketing. The brand strategies reflected in the spaces utilized various traditional furniture and ornaments, lights, materials, and colors with the motif of traditional spaces. They were able to build intimacy between the space and the customers in natural ways using colors of nature along with abstract and simplified forms of traditional design, and also reduce resistance against forms and designs that may seem unfamiliar. Rather than reproducing tradition as it is, design elements were altered, abstracted, simplified and symbolized according to circumstances of the region and the place of establishment, and thus used in concise and restrained manner. Such groundwork, therefore, utilized the method of expression which combines direct imitation and partial transformation of traditional spaces. In addition, it was found that the atmosphere of the restaurants in each region was overall planned with unity. The design keywords found in the analysis result were symbolization, detechnique, temporality, continuity, naturalness, and unity. The restaurants demonstrate the unity of embracing and improving the diversity of transformation for new uses of traditional designs, showing that traditional elements should be presented symbolically rather than used directly; avoid techniques for decoration or additional elements and instead show their essence truthful to their innate nature; have the temporality that reflect how traditional elements go through natural changes along the passage of time; show continuity of space from the coexistence of tradition and the modern; maintain naturalness reflected through traditional ideas that pursue harmony with nature. Spaces that can measure up to the globalization of traditional spaces emerge through design strategies such as appropriate and moderate transformation and omission under the condition of meeting the functional demands of the spaces. Also, it is necessary to build marketing strategies and brands in consideration of the local trends manifested in each region. Spaces should be planned based on these findings.