| Abstract |
| The incremental of number of the take-out coffee shop has led the standardization in taste, and it requires image marketing strategies to catch customers` sensitivity.
This research suggests the methodology of useful communication with categorizing the visual elements of Bran Identity for take-out coffee brands. Eight coffee brands are analyzed by order in the number of coffee stores for the research. In brief, most of logo and symbol of domestic coffee brands is circle shape, but a few top ranking brands is not.
Moreover, the “Illustration” is occupied by 75% to present the detail meanings of symbols. There is connectivity between coffee market and character industry with the large portion of the use of graphical characters. As main colors, White, Black, Green, and Brown are used in symbols.
This research analyzes only current and popular take-out coffee brands, but this study will be the foundation to develop Brand Identity further.
As a medium presenting some views to customers, Brand Identity Visual Elements will affect to image marketing and help to understand general factors in macro view points. |
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| Key Words |
| 브랜드 아이덴티티, 이미지마케팅, 커뮤니케이션, BI(Brand Identity), Image Marketing, Communication |
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