장수브랜드 콜라보레이션 뉴트로 패키지가 브랜드 이미지에 미치는 영향- 편의점 수제맥주 중심으로 -

Abstract

With the Newtro trend attracting attention, Newtro concept craft beer, which has been collaborated with a long-loved longevity brand, is being actively released mainly in convenience store distribution. Through case analysis of the Newtro package, we intend to identify the preferred characteristics and differences of each generation and study the impact on brands to become a strategic background for achieving positive goals. In order to analyze the case of eight kinds of Newtro craft beer centered on convenience store distribution, expression characteristics were set and analyzed in five categories: reproducibility, emotion, narrative, connection, and popularity. The strategic implications derived through case analysis were objectively verified for the preferred characteristics and differences of each new generation through the survey. The Newtro craft beer package in collaboration with a long-lived brand showed strong reproducibility. Strategic reproduction in consideration of the emotional points felt by the each generations as well as linkage with collaboration products rather than simple reproductions had a positive effect on the brand image. The Newtro concept package is a trend that attracts attention, so rather than indiscriminately applying it, it is necessary to consider collaboration products, make the most of the tradition and originality of the longevity brand, and apply strategically to the characteristics and differences preferred by generation. It is expected that this study will be strategically helpful when developing a long-lived brand collaboration Newtro concept product.