새로운 브랜드이미지-업 툴에 관한 연구 (A Study on the Brand Image-up and Tools)

서지정보

· 발행기관 : 사단법인 한국브랜드디자인학회
· 수록지 정보 : 브랜드디자인학연구 / 8권 / 1호 / 33 ~ 42페이지
· 저자명 : 김윤주, 명광주

초록

유사 제품의 폭증, 경쟁 브랜드의 증가, 소비자의 선호감도의 향상 등의 영향으로 광고는 변화를 요구받고 있다. 기업들은 이를 위해 전혀 새로운 유형의 매체를 이용하는 등 광고 커뮤니케이션 채널을 다양하게 넓혀오고 있다.
본 논문은 전통적유형의 매체광고를 벗어난 광고를 통한브랜드이미지-업 전략과 전술에 관한 연구이다. 연구문제는 새로운 전략과 전술의 필요성, 현재의 활용상황, 요구되는 툴의 조건, 그리고 각 전술툴의 효과에 대해 문헌연구를 통한 분석과 실증조사를 통해 비교 검증하였다. 실증분석 광고효과의 내용은 전통적유형의 매체에 의한 광고와 새로운유형의 매체광고 효과, 즉 소비자의 광고태도, 브랜드태도, 구매의사 측면에서 효과를 비교분석하였다.
연구결과 새로운 유형의 매체광고는 소비자밀착이 가능한 맞춤형 광고활동이라는 점에서 효율성이 높으며, 비용을 줄일 수 있는 효과적인 전략이라는 것이 증명되었다. 결론적으로 새로운 유형의 매체광고는 본 연구의 중심연구문제인 광고태도, 브랜드태도, 구매의도 측면 모두에서 긍정적이고, 효과적인 것으로 나타났다. 실증조사 결과 감성제품보다는 이성제품의 경우가 새로운 유형의 매체광고를 사용하는 것이 더 효과적인 것으로 나타났으나, 실제 적용효과에 있어서는 유의미한 상호작용 효과가 없는 것으로 나타났다. 이는 곧 새로운 유형의 매체광고는 브랜드이미지-업을 위한 효과적이고도 유용한 가치가 있음을 재삼 시사하고 있다.

영어초록

Due to influence of the surge in the quasi-competing products, namely, of a rise in brand, and of enhancement and sensitivity in consumers' sense of preference, the advertisement is being repeatedly demanded a change.
Enterprises are proceeding with diversely broadening the advertising communication channels such as using media in a completely new type as well as the advertisement by media in the existing traditional types, in order to overcome this.
This is a study on an advertising strategy and tactics for brand image-up, with escaping from a form of using the advertising media other than advertisement by media in traditional types of the past. It analyzed through the relevant literature research and comparatively verified empirically its effects as for core problems in a research such as why the brand image-up strategy and tactics are needed in local market, in which form it is being made now, with which frame tactics can be developed, and what about effects of strategic tool. As for the contents of the advertising effects in the empirical analysis, the effects were comparatively analyzed in the aspects of consumers' advertising attitude, brand attitude, and purchasing intention, regarding the effects between the advertisement by media in traditional type and the advertisement by media in new type.
As a result of research, the Advertisement by media in new type is the substantial advertising activity that is almost close to the customized type in line with the corresponding consumers' needs or wants. In this sense, the efficiency of advertisement is extremely high. Especially, it is the effectively advertising strategy that can reduce the advertising cost amid the prolonged economic-stagnation situation. In this aspect, it was analyzed to proceed with being expanded further.
In conclusion, as a result of comparing effects in the advertisement of media in traditional type and the advertisement of media in new type, the advertisement of media in new type was indicated to be more positive and effective in all the aspects of the advertising attitude, brand attitude and purchasing intention, which are the central research problems of this study. As a result of empirical survey, a case of rational product rather than emotional product was indicated to be more effective to use the advertisement of media in new type. However, the barrier of persuading consumers was indicated to be collapsed by the consumer-contact marketing strategy. Thus, it was indicated that there is no significant interaction effect between rational-emotional products in the effect in light of actual application. This is directly suggesting that the advertisement of media in new type has effective and useful value for brand image-up.

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