| abstract |
| Background In Korea, the number of coffee shops has surpassed 100,000, with a large proportion operated by small businesses and SMEs. As consumers increasingly prioritize experience and value over product quality, this study investigates key components of brand space and experience providers based on successful small business cases.
Methods As a research method, First, this study examines the current status of the coffee and dessert industry among small businesses and SMEs, and discusses the changes in their brand spaces. Second, it derives the key characteristics of brand space elements and experience providers through a review of prior studies and literature, and proposes an analytical framework for case analysis. Third, it investigates the expression intensity of brand space elements and experience providers by analyzing five selected cases.
Result According to the case analysis, the expression intensity of brand space elements was ranked as follows: attractiveness, harmony, wholeness, symbolism, and informativeness. The analyzed coffee and dessert shops mainly emphasized attractiveness as a key element to provide consumers with differentiated experiences from their daily lives. For experience providers, the expression intensity followed the order of product appearance, spatial environment, identity, communication, and human factors. Notably, product appearance played a crucial role in consistently delivering the brand identity.
Conclusion This study highlights the importance of attractiveness and spatial environment in the brand spaces of small and medium-sized coffee and dessert businesses. It also identifies the need to ensure consistency between product appearance and spatial identity, while suggesting the potential for improvement in informativeness and human interaction. For a brand space to maintain a coherent identity, it must offer an integrated brand experience where products and physical space work together, emphasizing the strategic need to strengthen the connection between spatial environment and brand identity. |
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| Key Words |
| 브랜드 공간, 체험 제공 수단, 커피·디저트 중소기업 브랜드, Brand space, Experience Providers(Expros), SMEs coffee and dessert brands |
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