브랜드 공간의 아이덴티티 형성을 위한 감성요인 분석 - 베이커리 카페 4사의 이미지 분석을 중심으로 -

Abstract

Food and beverage brand space through the amalgamation of Bakery cafe and Bakery, coffee is hybrid of brand new value to consumers, emotional space provides. As a result, this study is a brand of space, bakery and cafe to form the identity of the sensitivity factors that will review. Bakery cafe by the results of the purpose of the study of the process is to propose improvements are not excluded. The selected for study as follows. Firstly, the bakery and coffee could fuse the goods from stores that sell. Second, and seating of available spaces for stores based on the coffee. Third, the leading brand in the corresponding companies. In this study, Leading brands that corresponds to the four ‘Paris Baguette’, ‘Tous Les Jours’, ‘Dunkin & Donuts’, ‘Krispy Donuts’. surveyed, the chosen for. As a result of the person for the brand space was as follows. Be divided into three groups of the total breaks down as the Results of analysis. Corresponds to the ambience in this space, forms and colors. ‘Paris Baguette’ the ambience and space next form is perceived to be brought you in color, not the point. ‘Tous Les Jours’, also of the ambience and space's lack of semblance of form is caused or the total number of factors. ‘Dunkin Donuts’ is considered the identity, is superior, and ‘Krispy Donuts’ are factors of proximity, similarity, all thin and reconstruction of the factors is required. Offered as the nexus of business and consumer brand space to be a great deal of parameters of physical and environmental. Properly compatible with this and positive that can contribute to the effect of store that make up the most important thing is.