디자인 제품에 적용된 브랜드 콜래보레이션의 방향

Abstract

Companies, which launch living-related products applying various cultures and new marketing techniques, have made efforts to maximize their economic benefits through patterns driving the market trend in the various information-sharing environment. The companies, which hope the forecast of a new market trend and the application of wide collaboration marketing strategies ranging from culture to art and sports improving the corporate image and the high brand value. Today’s consumers, comparing to those in the past, produce new consumptionto come up with the social phenomenon, expand the evolved marketing strategy of ‘brand-collaboration’ as a new marketing one which is oriented towards the needs of consumers. The brand- collaboration cases of companies which make clothes, food and residence-related products responding those changes are studied: high-end fashion brand & art; low price distribution & expensive fashion designer label; sports brand & fashion brand; IT electronics & home appliances; credit card companies & service; hotel & designer. The collaboration applied to each company is a strategy to organically combine its own brands’ competitiveness each other and to create synergies, which is partly similar to joint marketing to gain profits and survive, but which, from the whole point of view, needs further more close relationships among the brands. In particular, ‘brand-collaboration’ is a persuasive and attractive marketing technique to create the value to keep and to induce the needs of repurchase. The ‘brand-collaboration’ is a new generation strategy which mixes different sectors based on the trust of an originality of artist, designer and a brand name, creates new brand image, and causes a sales increase of the newly designed product, only to achieve the goal each other through the value improvement of the company’s brand image and the artist.