| Abstract |
| At a current point where the life patterns of consumers are changing at a rapid pace, the products are made at factories but are bought at customer`s hearts. A Brand is an expectation of a company or a product, and also a promise and reputation, Even though it is only a concept that cannot be seen or touched, a brand takes an actual form when it meets design. Furthermore, the new goal of new brand management in all corporations is the brand equity, and the User Experience Design is contributing to it. One must precisely understand the customer`s area of activity, and comprehend when, where, how a customer experiences the brand. It has become very important to how to share emotional and rational experience with the consumers. Plus, much elaborate design communication is needed for not only the brand recognition, but also for consumer`s purchasing behavior decision making. Thus, in this research, a strategic model of User Experience Design to establish a Brand Equity was suggested, while emphasizing on the importance of main points that affect consumer`s purchasing behaviors through examples of theoretical discussions and examples, based on the current data and documents. It can be said that strategically designing Consumer Experience, which is one of communication activities of building a brand equity, is a very important part. |
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| Key Words |
| 브랜드 에쿼티, 소비자 경험디자인, 접점, Brand Equity, User Experience Design, Contact point |
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