브랜드 확장이 식품 패키지 디자인에 미치는 영향에 대한 연구

Abstract

Today when launching a new product, people use the brand which already builds a strong image on the market in the modern consumer society. They are employing the brand management strategies using the brand image of modifications within easy range of recognizing customers a similar name. Package design is an important factor that makes products or brand images remember. And the brand expansion has become a key of strategies for growth according to diversifying the enterprise in the past 10 years. The aim of this study is a search for the impact of the brand expansion on the package design. For this study, I studied on domestic and international documentary survey and empirical analysis of this topic. Specifically, first, the linkages between the basic concepts of brand extension and the package design were theoretically analyzed. Second, I identified the feature of food expansion package design conditions through the product cases. The brand expansion package design which maintains consistency reminds consumers the value of certain brand, and it may effectively help to purchase the products. When the brands happened the brand expansion have coherence, competitiveness can be enhanced in the market as positive perceptions about the quality or value of the extended brands have spread of feeling. In addition, it will also be an economic benefit as saving in development costs. If this consistency does not present, consumers can have a difficulty in doing positive awareness about extended brands. The food market is essential for consumers. So when the next brand expansion is fulfilled, an in-depth research of the effective package design will be required. I think that this study will increase the value of the brand to be used the development of the brand expansion design, and I hope that it help to improve package designs.