커피전문점 브랜드디자인의 국내 인지도 비교 연구 - 한국, 미국, 이태리를 중심으로 -

Abstract

Today, we are selling image, not goods, and thus the relationship of visual element and awareness of brand design, preference and desire to purchase is very important. This study selected 6 brands having high market share, such as 3 Korean brands(Hollys, Anjelinus, and Tom N Toms), 2 U.S brand(Starbucks and Coffee Bean) and 1 Italian brand(Passcucci), and then researched the relationship of brand image, preference and desire to purchase. The findings of study are as follows: First, the elements of associations of brand design are brand name(40%), brand logo and symbol (31%), coffeehouse’s ambience(14%), color(6%), kind employee(6%) and package(3%). Second, in the research of awareness and preference for coffeehouse brands, the order of preference and awareness is Starbucks, Coffee Bean, Hollys Coffee, Tom&Tom coffee, Anjelinus Coffee, and Passcucci, respectively. Third, the order of the preference of the design for coffee brand symbol is Starbucks, Anjelinus, Passcucci, Coffee Bean, Hollys, and TomNTom, which means that Anjelinus’s design which was designed with differentiated concept from the existing prototype symbol designs is uniquely imprinted on many people. Fourth, the order of preference for color is Starbucks(green), Tom N Tom coffee(green & brown), Hollys(Red), Passcucci(red & black), Anjelinus(black), and then Coffee Bean(brown), which means that green or color arrangement of green and brown has high awareness in coffee brand. Finally, a correlation coefficient of visual element and awareness of brand designs is 0.458, which means that its correlation is somewhat high.