뉴로마케팅 기반 fMRI 적용 미디어폴 브랜드 개발 연구

Abstract

Brand development until now depended on the industry scale and field of business, but most of them failed to deliver the brand identity in a successful manner. The purpose of this research is to emphasize the importance of combining brand naming, brand identity design, product and service design to one business identity to draw customers and seize market advantage. The final outcome of this research is applying an effective business marketing strategy called Neuro Marketing by analyzing the unconscious mind and behavior of consumers at times of purchase. This project is not directed to propose a theory but an applicable methodology through analyzing instances of LED and media display brands. Different results were visible when fMRI was applied compared to simple preference researches. Through this research, a brand development methodology that forms a basis of successful market occupation that draws consumers is proposed.