세계관 마케팅을 활용한 식품 브랜드 캐릭터 연구

Abstract

Background As content is focused on mobile, the demand for content that can be easily enjoyed anytime, anywhere has increased. Accordingly, a marketing strategy that can closely connect brands and consumers has become more important than ever. Recently, more companies and brands are creating characters and actively using them in marketing activities. Among various industries, the food industry is sensitive to marketing trends. Therefore, this study examines the universe marketing of food brands using brand characters that has emerged as a marketing trend. Methods This study summarized the previous research and theoretical background on the change of the marketing environment, universe marketing, and the brand character. As a framework for character analysis, two aspects are examined: a design component and a worldview component. Result Brands created a virtual universe around characters and used Instagram to continuously upload story-related posts. As a result of analyzing brand characters, the design elements had the use of character names, colors, and costume designs in common that could be reminiscent of the brand, and the expression methods were set as 2D characters similar to webtoon and age groups similar to Generation MZ. The worldview component was differentiated by using realistic, unexpected, fun, sympathetic, and communication as the core elements of the content. Conclusion Brand characters play a role in increasing brand affinity by expanding sympathy with consumers and increasing the number of followers through universe marketing. Character marketing aimed at Generation MZ is composed of elements that can differentiate it from other brands in a short and clear story that is new and interesting. The composition of the universe marketing contains reality, surprise, fun, empathy, and communication.