브랜드 통합 공간 디자인에 관한 기초연구 - 국내·외 ICT매장을 중심으로 -

Abstract

Due to various factors, the recent recession has become more protracted. Companies are trying to increase revenues through sophisticated sales strategy, but their tangible, intangible products and marketings are overflowing in the current market and the outcome is minimal despite various attempts to expand private enterprise. Space, service, brand design are developing steadily in selling space, and efforts to satisfy customer’s trend and needs by establishing new design strategies show limitations. This study considered and analyzed the factors and relationship among space, service, brand design through studying store environment of ICT stores of the single-distribution brands that holds many stores. This study was done by extracting the spatial design elements and applying it to the general store brands in the domestic and oversees ICT stores. Analysis of consumer's feelings at the ambience of the brand store showed that international brands incorporated more elements of space design than domestic brands. In the case of local brands, communication with customers to improve brand image was not evident consistently in all media and no deep bond formation was shown.