통합적 브랜드 이미지 제고를 위한 브랜드앱 구성 방안 연구 - 라이프스타일 브랜드의 브랜드 어플리케이션을 중심으로 -

Abstract

Background With the development of digital media, brands are forming communication through various media, and brand apps are a key means of forming relationships between brands and consumers through smart media applications and allowing them to experience what the brand wants to convey. It is being utilized. Methods In this study, we look at the brand apps of domestic and foreign lifestyle brands that are building unique brand apps beyond the physical space, offline, to secure consumer contact points online and to establish diversified brand communication. In addition, we classify the various functional and visual elements expressed in the brand app and analyze how each element is functionally implemented and its visually expressed form and connection. Finally, we design questions based on the analysis and conduct a survey of users about the brand app to verify the relationship between each element appearing in the brand app and the brand. Result Through the above research, analysis, and verification, we found that implementation methods in brand apps based on each brand's value and mission have an effective impact on consumers' brand awareness and experience. Based on the above, Conclusion This study aims to find out how to construct an effective brand app for comprehensive brand image enhancement and communication in the relationship between brands and consumers, and to propose an integrated brand app structure.