브랜드 연상 우위를 위한 효율적 패키지 디자인 연구 - 바나나 우유를 중심으로 -

Abstract

Lately it is generalized that companies recognize a brand as one of assets, as it greatly impacts on profit-creating of them. It needs the elements such as brand-width, recognized quality, brand reminiscence, and brand royalty to build a brand into assets. These all have a relation to consumer behavior. Namely when consumers recognize a brand and quality and then remind the image of the brand, their brand royalty is raised up and the brand is built into assets. In this study I first investigated theoretically about the idea of assets building of a brand and the relation between package design and brand reminiscent of advantage by using forwarding studies, documentary records, and internet articles. And then I proved it by making an integrative and comparative analysis of package designs of banana milks on sales in the market according to properties, and making a frequency analysis of the result of Likert Scales survey and Multiple Response. The results of analysis show following: First the brand, the color and the shape of the package play a big role in assets building and reminiscent of advantage of a brand. Second, in case of package design of banana milk, the reminiscence of shape rather than the color symbolizing a banana is more effective to recognize and remind of a brand. In conclusion we can know that the package of a strong and peculiar and distinctive shape plays a important role in brand advantage and settling as the long-run brand. Therefore after all we will make an effort to develop package design of a differentiative shape for assets building of a brand.