| 요약2 |
With the advent of various distribution channels, on-line commercial transactions are being activated now. And off-line shops offer their customers a new type of spaces to differentiate themselves from on-line shops where customers cannot touch and have direct contact with products. Each company is using this new type of spaces as a means to show its own brand identity clearly to customers, but a company’s brand image recognized by customers is mostly different from the brand image the company intends to show customers. Most companies are not successful to make their customers correctly and fully recognize their space designs and brand identities because they show their customers inconsistent designs and identities. Therefore, the purpose of this study is to find out effective methods to express brand identities in commercial spaces, especially in IT-related electronic products where customers prefer to have direct contact with products, by investigating and analyzing examples of spatial expression of brand identities and delivery of their meanings. The results of this study will be valuable to designers and marketing experts who plan the arrangement of spaces as a means of marketing. To select direct contact focused brand spaces, I, the researcher of this study, included off-line spaces which are not related to sales and purchases as the objects of this study. I also referred to other researches for theoretical study of the definition, characteristics and functions of brand-experiential spaces. I evaluated and analyzed the given examples by using the evaluation method of image investigation(SD method) and SPSS 12.0 statistics program. I also analyzed the relationship between the brand identities expressed in the selected spaces by companies and the brand identities recognized by customers. |