설록 티백 브랜드 인지도와 포장디자인의 상관관계에 관한 연구

Abstract

The modern society is under fierce competition in the market due to the continuous launching of products and brands. In the past, there were not many brands so it was possible to maintain dominance in the market with product awareness, but today, because of the increased number and variety of brands, product awareness as well as unique visual images have become a focal point for selection to purchase. Therefore, there is a need for a strategic approach so that the consumer can quickly and clearly identify the brand name as well as the Package Design at the place of purchase. This study selected objects of which identification of the product and visual image was well composed for consumers, cases were analyzed, and the relationship of brand awareness and Package Design was explained. In addition, aside from Sulloc Tea, which is number one in awareness of grean tea tea-bag brands, two companies were selected to analyze the Package Design. Results of the analysis showed that the green tea tea-bag brands used similar colors, images, logo types, and layouts. And as a survey for the analysis on correlation of brand awareness and package design, the awareness level of green tea bag brand awareness or awareness of package design, the visual element seen at first while purchasing the product, the brand mark awareness and the items considered while purchasing green tea have been investigated. Through this study, the result that visual association of package design influences the purchase choice as much as brand awareness could be found. Also, for the Sulloc to continue taking up a predominant position in market competition, the awareness of an appropriate package design for the brand awareness is needed suggesting the necessity of differentiating the visual identity to make this possible.