| Abstract |
| This study examines online media web identity discussing new media identity system. The extension of existing brand identity into on-line new media has made applying media for brand identity exand with the process of production and marketing, and on-line and off-line can be used together in the process. The on-line brand and application system in the new media era are extending and blending inducing a new paradigm of brand identity. The emegence of brand identity in existing design identity means expansion of company by developing new brand and new marketing. In the meaning of expansion, it is requred more sophisticated discussion to apply new media system with offline identity system. To include various digital media or online media in existing identity system, the new environment and physical characteristics of existing environment reveal clear differences. In general, position of branding is growing with industries and culture. It means growing concepts of branding. More study is needed to conquest the limitation of existing identity system which has offline media foundation and is possibly applied with new media identity system. |
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| Key Words |
| new media, brand, identity system |
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