기업의 리브랜딩 전략, 누가 더 선호할까?
Corporate's Rebranding Strategy, Who Would Prefer More?
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초록
리브랜딩은 타깃과 포지션을 변화시키거나 브랜드 자산을 강화, 재획득, 변화 또는 창조시키기 위해 이루어진다. 하지만 브랜드 명을 변경하여 리브랜딩 하는 것은 복잡하고 위험하기 때문에, 리브랜딩의 목적을 달성할 수 있는 브랜드명을 변경하는 방법에 대한 관심이 필요하다. 최근 기업들이 리브랜딩을 한 다양한 사례가 존재함에도 불구하고, 학계의 관심을 받지 못하고 있는 실정이며, 관련 연구 역시 미흡하다. 현존하는 연구들은 기업 관점에서 리브랜딩을 위한 브랜드 관리 모델이나 리브랜딩이 기업성과에 미치는 효과에 초점을 맞춘 경우가 대부분이고, 소비자 관점에서 리브랜딩이 소비자 반응에 미치는 효과에 관한 연구는 여전히 미흡하다. 따라서 본 연구는 리브랜딩에 대한 소비자 평가에 영향을 미치는 개인 특성 변수 중에서 조절초점의 조절 역할을 살펴보았다. 이를 위해 실험을 통해 실증 분석을 실시하였다. 연구 결과, 향상초점의 소비자의 경우, 기존 브랜드와 일치한 신 브랜드명보다 불일치한 신 브랜드명에 대한 브랜드 태도가 더 호의적임을 밝혔다. 예방초점의 소비자의 경우, 기존 브랜드와 불일치한 신 브랜드명보다 일치한 신 브랜드명에 대한 브랜드 태도가 더 호의적임을 검증하였다. 본 연구는 소비자의 조절초점이 리브랜딩에 대한 소비자 평가에 차별적 영향을 미칠 수 있다는 것을 보임으로써, 리브랜딩 연구와 관련된 다양한 연구를 촉진시키는 초석을 마련하였다는 점에서 학문적 의의를 지닌다. 또한 마케팅 실무자에게 리브랜딩 기획 시 어떠한 소비자를 타깃으로 해야 더욱 효과적일 수 있을 것인가에 대한 실무적 가이드라인을 제공하였다는데 연구의 실무적 의의가 있다.
Abstract
In order to build up company’s brand uniqueness from competitors and differentiate brand positioning, the number of cases in companies changing their existing brands(i.e. rebranding) are keep increasing. Especially, rebranding by changing the brand name, which is the biggest brand factor affecting the brand image and consumer’s perception is the most complicating and dangerous way of rebranding. Therefore, it needs to be carefully decided. Recently, there are increasing cases of rebranding. However, rebranding is under research in the academic marketing field, and there is still no guideline on the effective way to rebrand. Specifically, this study examines how the effect of incongruity between an existing brand name and a new brand name on the new brand name attitude differs depending on a consumer’s individual psychological characteristics (regulatory focus). The results of experiments show that consumers with a promotion focus show a better attitude towards a new brand name which is rebranded incongruently compared to congruent conditions . On the contrary, consumers with a prevention focus show a better attitude towards a new brand name which is rebranded congruently compared to incongruent conditions. This study has its theoretical contributions in that as it lays the foundation for the future research on rebranding in the brand management and reexamines the incongruity effect in the context of rebranding . From a managerial perspective, the current research provides useful guidelines for marketers to be responsible for designing the rebranding.
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