기업의 청각 커뮤니케이션에서 브랜드 관리를 위한 사운드 아이덴티티의 구조적 정의에 관한 연구

Abstract

Companies want to communicate their ideal corporate image to users through effective means. Today, the development of sensory technology has enabled various kinds of communication using human senses, which has led to a change in corporate communication utilization. Especially, the use of corporate communication through auditory has increased rapidly, but the methodology of managing it, that is, the theory of identity, has not been established yet. The purpose of this study is to define structurally the sound identity, which is a new domain of the auditory domain, for the consistent management of brand. First, we investigated related identity research literature for conceptual definition of sound identity. Second, we conducted an expert focus group interview to sort out the types and components of sound identity, and categorized the data. Third, we conducted survey and statistical test for verifying the data. We defined the relationship between sound identity and traditional identity through literature research. And we derive a sound identity structure composed of three types and five components. This study can be meaningful in terms of the structural definition of sound identity, which is the domain of auditory for corporate brand management, and we hope that research on additional identity types and components will continue.