브랜드 공간 내 스토리텔링 마케팅의 유용성에 관한 연구

Abstract

(Background and Purpose) In recent years, brand marketing based on emotional factors has been taking place in accordance with changes in the consumption environment. Storytelling marketing based on stories has emerged as one of the effective emotional marketing strategies in the present era as the era of emotional marketing has arrived. A story becomes a connection that can naturally stimulate the emotions by presenting the appropriateness to the consumer. The space presentation that applies storytelling makes it possible for consumers to interact with the brand in an interesting, emotional, and experiential way. Therefore, the purpose of this study is to analyze the elements and characteristics of brand space presentation that applies storytelling marketing and investigate how it is expressed to the consumers, and to look for significance in providing a marketing brand space as an enhancement of brand identity building. (Method) To do this, we analyzed the storytelling marketing applied in the brand space from eight domestic and foreign companies. The analysis contents were analyzed by the characteristics derived from the effects of storytelling marketing and the characteristics derived from the elements of brand space using storytelling. (Result) The analysis results show that the characteristics factor through the effect of storytelling marketing showed high brand association and playfulness. This shows that the brand is well-known by showing consumers the identity and character created through the brand's story. Also, by directing the episode of the story of the brand to the episode of the brand story, it was found that the consumer has a higher level of amusement than the ordinary brand marketing space. In addition, it was found that the regional characteristics are the highest in the characteristic elements according to spatial composition production. It was also found that the brand takes into consideration the origin of the brand and the locality of the growth story when applying the storytelling marketing. (Conclusion) The brand space using storytelling marketing effectively provoked brand association; the recognition of the brand story was satisfied; and the mark of the brand was strong. In addition, storytelling marketing allowed the brand identity to be revealed naturally, and the history of the brand's identity had a wealth of narrative elements that could be marketed by itself. In addition, the experiences and sensory experience of adding the culture and story of the brand through the brand space led to communication with the consumer of the story element, thereby enhancing the identity of the brand. As a result, storytelling marketing can be considered as a marketing strategy element to be more actively dealt with in the brand space, and we expect it to be used as a steady brand strategy rather than a simple event.