| abstract |
| Background This is a study on the subject of brand and brand art culture as part of a marketing campaign for competitive advantage among companies and continuous brand image expansion in fast-changing modern times. Therefore, the purpose of the project is to analyze the brand image formulation and product delivery patterns of each brand through products that have been actively consumed in Korea and to explore ways to eventually contribute to improving consumer value.
Methods The two coffee brands currently serving in Korea will be selected to analyze the current status and type of art collaboration cases conducted within the last five years, and finally replace Kevin Lane Keller's brand choice model to conduct an analysis. Based on the results analyzed, the factors for expanding and shaping brand image and improving consumer consumption value are relevant.
Result After identifying the five components in total, the analysis by substituting the brand selection model resulted in items for each brand's memory, transmission, applicability, metastasis, applicability, significance, favorability, and protection. This has been largely due to the impact of the coffee brands that are building high infrastructure and creating awareness, and the interaction between the two brands involved in art collaboration is expected.
Conclusion It was confirmed that art culture form of design and artistic sensibility should be essential in order to positively induce the formation of a brand image of consumers, to satisfy their desire for purchase and to enhance rare value. It is believed that this will contribute to expanding corporate brand image and improving consumer value through the production of art culture products with artistic sensibility, practicality and convenience that can express individuality in line with the rapidly changing and extremely personal orientation. |
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| Key Words |
| 커피 브랜드, 아트 컬래버레이션, 브랜드 이미지, coffee brand, art collaboration, brand image |
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