| abstract |
| Background Due to COVID-19, the drinking culture is changed. Having home parties and drinking alone has increased. In this consumption trend, the convenience store industry launched unique collaboration craft beer products to attract the attention of MZ generation consumers who enjoy the experience of different products. Various new craft beer brands are being launched one after another this year, but the appearance of successful products such as Gompyo Wheat Beer is decreasing amid the overflow of collaboration products, and products that are discontinued shortly after launch are increasing. As consumers grew tired of them, sales fluctuated by product. Therefore, the need for research on brand elements to be considered has emerged in order for convenience store craft beer brands to grow into brands that can captivate consumers and receive continuous attention through collaboration in the future.
Methods In this study, the concept and characteristics of funsumer, brand collaboration, and brand elements are examined through theoretical consideration. The elements of brand name, symbol and logo, character, slogan, and package were investigated and analyzed. Through the survey, the preference for the brand elements was investigated and the factors affecting the brand image were analyzed.
Result It was found that the liking for the brand elements leads to the liking for the collaboration and is connected to the purchase intention. Therefore, it was found that a strategy to determine the brand elements by carefully selecting the characteristics related to the awareness of the collaborating brand was necessary.
Conclusion When making collaborations between different brands, it is necessary to develop strategic brand elements that can identify consumers’ tastes and values and expand the synergy between brands, and increase friendliness to consumers through the rarity of design and create fun and storytelling to continue. It can grow into a sustainable brand. |
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| Key Words |
| 브랜드 콜라보레이션, 브랜드 구성요소, 수제맥주, Brand collaboration, Brand elements, Craft beer |
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