효과적인 브랜드 아이덴티티 구축을 위한 브랜드디자인 개발사례 연구 - 마스크팩 브랜드디자인 개발사례를 중심으로 -

Abstract

‘Creative economy’, a new paradigm in the growth strategy of today's era, highly stresses the roles and importance of brands. Thus, the importance of brand design that creates and practices brands has been emphasized. It is because a brand that has built a strong brand identity through a brand design can build a strong brand image and market competitiveness through good communication with consumers. The significance of this study is that it has explored an actual development case called ‘Herderm Mask Pack brand design’ and presents effective brand design strategies. The research has revealed that key brand identity and essence should be established through corporation, market, and consumer analysis to set effective brand design strategies. The findings suggest that when key brand values are delivered to consumers, beyond aesthetic elements, in terms of visual brand factor development, the brand will be preferred by consumers as an outstanding brand. Thus, a brand design bullit through systematic strategy-setting and planning serves as a strong intangible asset, which can create effective brand values while being protected legally in today's era of fierce competition. Hopefully, many design companies will develop successful brand designs that can facilitate positive communications through systematic, specialized strategies and execution, consumer survey, and analysis.