| 요약2 |
The relationship between consumers and brands today has made its transition from the subject and the object to a mutual partnership to share emotions, and a new concept of space known as brand museum is on the rise due to the creation of new consumer culture and marketing areas. There are currently brand history museums or promotional showrooms, corporate museums or galleries with exhibition spaces to promote corporate image, but often their characteristics such as function and role tend to be concentrated on certain criteria, which could limit the possibilities for the function and role of brand museums to increase in variety. In the competitive market of brands, having a brand museum as a mere space for exhibition no longer has a competitive edge. Now there is a need for a brand museum as a multiple culture space where its purpose of establishment and role becomes vague and where various programs exist to adapt to the flow of time and to the changing needs of consumers. In such brand museums, the importance of various experiences and communication is emphasized, and these museums should be able to handle their roles in establishing the icon of culture and arts, as the symbol of the country and the city, and the center of culture as well as branding. Therefore this study aims to analyze the characteristics of each brand museum operated by companies and find the point of the question that we must consider. The purpose of this study is to gather data for basic research that will provide guidelines that include factors that must be satisfied when planning a differentiated brand museum as a combination of corporation and culture. |