화장품브랜드 로고에 대한 소비자의 감성이미지 분석

Abstract

This study aims to analyze the brand identity aiming to be pursued by each company, by verifying the differences between brand identity and brand image, through consumers' sensibility images, focusing on the brand logos of domestic original brand shop cosmetics companies. The objective of this study is to analyze consumers' sensibility characteristics of cosmetics brands based on the image evaluation indexes. The sensibility words are set up focusing on the brand logos of eight domestic original brand shop cosmetics companies. Conducting the factor analysis on the selected words and then extracting representative sensibility words, the image evaluation indexes were drawn. In the results of the analysis, regarding the brands such as Nature Republic, Missha, Skin Food, Etude House, and Innisfree, there were no differences between their brand identities pursued and the visual identities felt by consumers. In case of 'The Face Shop', however, its brand identity is aiming for 'the root of beauty is nature' while consumers did not feel any sensibility images from its visual identity. It means that consumers cannot feel the clear sensibility images from the visual identity of The Face Shop. Also, 'Tonymoly' showed differences between its brand identity and the visual identity felt by consumers. In order to efficiently implant the brand association pursued in consumers, the brand logo should fully reflect the corporate identity as an element of visual identity.