Analyzing Product Identity of Samsung Mobile Phones Through Factors of Type, Color and Form

서지정보

· 발행기관 : 한국디자인문화학회
· 수록지 정보 : 한국디자인문화학회지 / 17권 / 3호 / 371 ~ 384페이지
· 저자명 : 안혜신, 김태선

초록

In order to actively respond to the change of the international market, many corporations try to differentiate their products with external properties such as design and brand. Reflecting today’s market environment where change is not an option but rather a requirement, corporations have begun to focus on Corporate Identity, Product Identity, and Brand Identity. Among them, Product Identity is one of the most important corporate strategies to lead the communication to a positive way. The purpose of the study is to understand the meaning and necessity of Product Identity and to know how the Product Identity which has increasing importance affects mobile phones which are delicately and rapidly changing, what elements of Product Identity are important in the case of the mobile phone and what factors are demanded for establishing the Product Identity.
For this purpose, the definition, function and necessity of Product Identity are examined through books for reference, and the concept of Product Identity, are analyzed. And Samsung is selected in order to understand how the Product Identity affects the mobile phones and how Product Identity is actually applied to mobile phones. The elements of Product Identity in Samsung mobile phones like Type, Color, and Form of mobile phones are compared and analyzed in the axis of time. Samsung increases market share to satisfy users’ new taste with variety of forms. It has recently achieved rapid growth in market share and user attraction but its trend leading is in mid level because of low consistency in design and low identity to follow trend and fashion. And a mobile phone type is an important factor to show Product identity of Samsung. Mobile phone type is affected by trend, technology, usability, market situation and so on, and thus it is hard to establish its own clear Product Identity because it has limited factors to differentiate its identity. Samsung has devoted its efforts to establish its own form language by form factor from 2002 but its result is not clear. The Product Identity enables consumers to be aware of the corporate philosophy and image through product design. The mobile industry where rapid change in technology and trend exists also needs Product Identity. So corporations must establish their own unified image in mobile phones responding to consumers’ desire of product and it must also keep the consistency of image for a long time. The strategy of Product Identity makes it possible.

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