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DOI :
Journal Korea Society of Visual Design Forum , Vol.60, No.0, 161 ~ 171, 2018
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| Title |
| The Study on Concept Development of Brand Design based on Interactive Exchange Survey between Image and Text - Focused on Workshop Utilizing Brand Profiling Tool - |
| 김보섭 Bosub Kim , 이채은 Lee Chaeeun , 최인규 Choi Inkyu , 오기석 Oh Kiseok , 최소현 Choi Sohyun , 정의태 Jung Euitae |
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| abstract |
| Background The importance of brand has expanded as a total communication activity in an entrepreneurship. The construction of a successful brand strengthens communication and loyalty of consumer, thus to build a characteristic brand is essential to the corporate. However, there are lots of misunderstandings between brand producer, developer and comsumer in the actual development process of a brand.
Methods This study conducted student workshops using brand profiling toolkit based on questions that are consisted by text and images. This study implemented the survey of college students in 3~4 grade. Group of students were conducted the project of brand concept.
Result As a consequence, lecturers and researchers evaluated and interpreted the results of survey and the process of a brand conception. This result shows that the images and the text are complementary and especially the question with images is creatively useful in brand development process.
Conclusion This study is expected to make the a role of image communication, which will be helpful for a practical brand development and research about brand studies. |
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| Key Words |
| 브랜드 프로파일링, 이미지, 텍스트, Brand Profiling, Image, Text |
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