국내 대형 베이커리 카페의 브랜드스케이핑 특성에 관한 연구 -경기 외곽 지역을 중심으로-

Abstract

(Background and Purpose) Unlike in the past, the current era emphasizes the balance of work and rest, people are moving to bakery cafés to enjoy their leisure time, and the number of large bakery cafés has increased. As the number of brands and self-employed people continues to increase, many people are focusing on the marketing concept of building a brand through a space called Brandscaping, and are trying to use it to increase brand awareness. Therefore, this study identifies the characteristics of brandscaping in large bakery café spaces as an efficient space branding strategy and suggests future directions for the expansion of bakery café spaces. (Method) In this study, we analyzed and characterized bakery cafe spaces with the concept of brandscaping according to the increasing trend of bakery cafés in Korea and the detailed research method is as follows. First, the concept and characteristics of brand scaping were analyzed and reorganized through a theoretical review of previous studies. Second, the concept and definition of bakery cafés and the history of bakery cafés in Korea were analyzed. Third, a checklist was reconstructed to analyze how the characteristics of brandscaping were applied to bakery cafés. Fourth, based on the results of the questionnaire, we derived how brand scaping is applied in bakery café spaces and suggested effective utilization and direction. (Results) According to the analysis of the characteristic values of each surveyed space, identity is highly effective in conveying a brand's image to visitors who are convinced of the concepts of exterior and interior design. Formality showed the highest variation among the characteristic elements. The sites that scored highly on formability had sculptures and spatial design elements that emphasized the concept and emotions of the brand in the interior space. Placeability had the least variation in scores, with all of the case studies scoring highly, which may be because the case studies already serve as landmarks in their neighborhoods. Playfulness was rated the lowest of the four characteristics, likely because bakery cafés do not have many experiential elements. In the case of high playfulness, experiential spaces interact with the customers. (Conclusions) This study identified the characteristic elements of brand scaping and suggested directions and improvements for future bakery café plans. At a time when the number of large bakery cafés continues to increase in the outskirts of the city center, it is significant that we propose how to effectively apply brandscaping elements to the space, and we hope that research on large bakery cafés will continue.