비주얼 아이덴티티 실행 요소 분석을 통한 스토리텔링 역할 유형별 브랜디드 콘텐츠의 전략

Abstract

Background Branded content is a type of marketing practice intended to provide quality information and entertainment instead of solely focusing on commercial advertising and is thus able to deliver a brand message to consumers in a natural manner. Nevertheless, branded content comes with a number of issues, including ambiguity of expressions between advertisement and content territories and one-time entertainment-centered story. Against this background, this study aims to analyze the methods of expressing the visual identity of brands by storytelling type that can build a positive relationship among consumers. Methods ased on the preceding studies, the storytelling roles of branded contents have been newly classified into several different types, including Hero-Conflict solution, Adversary-Conflict cause, Supporter-Props, and Benefactor-Background. The study has classified and analyzed the types of role based on the best practice cases awarded in the world's top three international advertising awards with the use of the visual identity elements of brand as execution factors for case analysis, through which implications have been withdrawn by type, followed by presenting a value proposition. Result The study has found that the HC type has the linguistic expression elements and other expression elements of brand directly exposed while the AC type has the color exposed but with more emphasis on the product functionality than on the brand identity. The SP has placed a higher weight on the linguistic element while the BB type on the color. Conclusion The study findings have been able to present a number of guidelines and directions, including production of branded content that reflects actual experience to allow consumers to expand the ‘ambient experience' and that retains brand identity and uniqueness and systematic management of customer.