화장품 리미티드 에디션에 나타난 브랜드 아이덴티티 연상 연구: 국내화장품을 중심으로 (Study on Association of Brand Identity Showing Limited Edition of Cosmetics: Focusing on domestic cosmetics)

서지정보

· 발행기관 : 한국미용학회
· 수록지 정보 : 한국미용학회지 / 30권 / 3호 / 533 ~ 545페이지
· 저자명 : 이은진

초록

This With rapid changes in cosmetics market, a marketing strategy for brand survival has become essential. Under these circumstances, a limited edition could be a useful means to convey brand identity to consumers effectively. This study aimed to investigate the types of limited edition cosmetics and brand identity and analyze how brand identity is associated in the limited-edition package. For this, domestic cosmetics brands with high brand awareness and sales, which have been releasing limited editions ‘Sulwhasoo’, ‘The History of Whoo’ and ‘HERA’ were chosen. Through analysis of previous studies, a visit to their websites and a web search, the identities of the three cosmetics brands and limited edition packages for the past 5 years were divided by type. Then, cases were analyzed and reviewed by visual factor, and the results found the followings: First, the concept of each brand was used in designing a limited edition. Second, visual factors were efficiently applied to limited editions, having an influence on identity association. Third, even though colors varied depending on a type of the limited edition package, they were best used according to purposes and characteristics, associating image and identity colors according to each brand concept. As stated above, it was possible to associate brand identity in the concept and design of limited-edition cosmetics. It is anticipated that the study results would be helpful in studying relationships between limited editions and brand identity.

영어초록

This With rapid changes in cosmetics market, a marketing strategy for brand survival has become essential. Under these circumstances, a limited edition could be a useful means to convey brand identity to consumers effectively. This study aimed to investigate the types of limited edition cosmetics and brand identity and analyze how brand identity is associated in the limited-edition package. For this, domestic cosmetics brands with high brand awareness and sales, which have been releasing limited editions ‘Sulwhasoo’, ‘The History of Whoo’ and ‘HERA’ were chosen. Through analysis of previous studies, a visit to their websites and a web search, the identities of the three cosmetics brands and limited edition packages for the past 5 years were divided by type. Then, cases were analyzed and reviewed by visual factor, and the results found the followings: First, the concept of each brand was used in designing a limited edition. Second, visual factors were efficiently applied to limited editions, having an influence on identity association. Third, even though colors varied depending on a type of the limited edition package, they were best used according to purposes and characteristics, associating image and identity colors according to each brand concept. As stated above, it was possible to associate brand identity in the concept and design of limited-edition cosmetics. It is anticipated that the study results would be helpful in studying relationships between limited editions and brand identity.

참고자료

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