고부가가치 산업의 창업 활성화를 위한 한국이미지 제품의 브랜드화 사례 연구

Abstract

This study focuses on branding, which is emerging as one of key factors forcorporate growth, and analyzes and discusses project cases of Korean imageproducts with the aim of helping companies to move away from an OEM-dependentmanagement structure, and explore branding strategies. The methodologies include analysis of project cases, suggestion of brand identityelements for branding, and discussions on branding strategies using brands forKorean image products. The findings can be summarized as follows:First, in order to establish brand identity the study created visual elements ontrademarks and service marks to represent Korean images in order to deliver thevisual characteristics of “branding of Korean image products” and explore thepossibility of branding. Second, it was found that the positioning of brands may lead to the differentiationof Korean image products and the inducement of continued interest, whilestorytelling that combines Korean traditions and modern trends may lead toenhanced product competitiveness, and creative design that capitalizes on theuniqueness of Korean images can serve to improve brand image. Third, the utilization of diverse media such as fairs, exhibitions, and culturalexperience events was found to be an effective means of communicating branding toconsumers. The branding strategies of Korean image products may lead to academic-industrialcooperation style branding, and the strategy of differentiating Korean products through branding may contribute to enhancing the economic independence of smalland medium-sized companies, which may drive businesses to seek brand values.