브랜드 인지도 확립을 위한 호상(糊狀) 발효유 패키지디자인에 관한 연구

Abstract

After the financial crisis, fermented milk industry was also expected to wind the fire. But expecting to break, Fermented milk industry distinguish their products to meet consumers' more luxurious and was loved. Milks of domestic brands as a leading brand in the industry to grow at the manufacturing process and raw materials as well as to differentiate the package, containers, even the design is meticulously cares. Package design delivering a variety of visual elements '5 of the marketing elements' are called up to say. Package design to enhance brand image and awareness of consumers were created to be a great influence on purchasing decisions. In this study, banded milks the system for the brand's package design, analysis, and is about to establish brand awareness. Existing prior studies, literature and web magazine, the Internet portal site that offers such data as a theoretical system, and design analysis per property and compared. Through consumer surveys and image analysis hypothesis was an adjective. Analysis results, consumers to purchase fresh, clean feeling of the blue color's design in brand preference and awareness received a high score, an established brand with a distinctive form of vessel was equipped. Higher brand awareness and purchasing behavior with the higher rating also had a deep relationship. Therefore, for the establishment of a unified brand strategy and brand building systems design, differentiated as to stimulate sales, with strong added value, and the results need to form. Furthermore, consumers trusted brand awareness and purchase intention will have to contribute to the improvement.