콜라보레이션을 적용한 패키지디자인의 브랜드 개성에 관한 연구

Abstract

Today, changes in individuals’ lifestyle have increased the tendency to consume products added with emotional value. As this tendency is satisfied by differentiation from other brands, the collaboration considering emotion like exclusivity and specialness in the premium market is contributing to the increase of brand image and brand awareness. This study examined the influence of package design applying collaboration on important elements of brand identity such as brand personality and consumer attitude through the consumer research and case analysis on Evian, a premium water brand which is the first-commercialized water in the world. In the results of the analysis, when purchasing premium water, products were selected through external elements such as price, brand, and package design. By adding elements as scarcity and specialness to the package, a differentiated brand personality could be established. Also, exceeding the purchase of products, the value of possession could be improved. Like this, Evian’s collaboration design improved the brand awareness and also met consumers’ desires for special products by forming the brand identity. When consumers purchase products, the brand image could be obtained through the package design, so that the well-established brand image can induce consumers’ brand loyalty.