전략적 체험모듈 기반 고관여 인지반응기제 브랜드 공간디자인 연구

Abstract

(Background and Purpose) Recently there are so many attempts to deliver brand image and value to customers through brand space. The key role of planning brand space is not only planning and building up the brand’s message but also realizing their intention and messages in the communication flow which is the result of the cognitive response by customer experience. The aim of this research is to understand and build up a communication frame between customers and a brand and induce a positive responsive to customers by the application of it. (Method) The background of this research is based on the Strategic experiential modules by Bernd H. Schmitt and the cognitive response system. Base on it, the researcher plans to look into the relations between stimuli factors of the customer experience and their responses. It is reviewed that the communication between Consumers and Brands exists in the flow of delivering the message and affordable environment and consumer’s cognitive response process. Therefore a key factor, a brand space which is one of important channels to convey the brand message effectively to predict consumer’s response is examined. Additionally, because of recognizing customer experience marketing is one of best effective solutions to improve brand image and loyalty, various experiential methodologies and theoretical bases are plan to be reviewed. According to increasing the high complexity of products recently, most high involvement product brands try to expand communication channels to reach consumers directly. Considering this trend, Brand experience space rises up as a major messaging delivering channel. The cognitive response process by various customer experiences and the detail of cognitive response process will be examine for the elaboration of brand space design. Finally, the relation between each experiential factor and the cognitive response will be reviewed by case studies of high involvement product brand’s experience space to be focused customer experience. (Results) It is important to plan and set up the stimuli system based on customer’s cognitive response by this research’s frame work. Because various cognitive responses can be followed by experience factors, a core procedure which is offering the structuralization of stimuli in experience planning is confirmed. (Conclusions) Lately customer’s desires and awareness for each brand is getting diversified. Therefore it is an essential to set up the systematic and structural plan for brand experience space based on theories of the cognitive response and strategic experiential module in order to enhance brand image and loyalty. Accordingly it has to be activated to study a research for customer response and its stimuli plan in the communication flow based on the relation of customer response according to each experience’s characteristic.