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Analysis of Brand Color Marketing Status for Enhancement of Communication Efficiency
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커뮤니케이션 효율성 제고를 위한 브랜드 칼라마케팅 현황분석

논문 기본 정보

Type
Academic journal
Author
Choi, Jung-Youn (건양대학교)
Journal
the Korean FoodService Association FoodService Industry Journal Vol.12 No.4(Wn.33) KCI Accredited Journals
Published
2016.12
Pages
141 - 150 (10page)

Usage

cover
📌
Topic
본 연구는 브랜드 이미지 형성과 색채 마케팅의 심리적 효과 간의 상관관계를 탐구하고 있다.
📖
Background
소비자의 감정적 요구에 따른 색채 마케팅의 필요성이 증가하면서 디자인의 패러다임 변화가 일어나고 있다.
🔬
Method
국내 아파트 브랜드의 색상 시스템을 색채 심리에 기초하여 분석하고, 수상 브랜드의 사례를 중심으로 연구하였다.
🏆
Result
대우 푸르지오와 동일 하이빌 브랜드는 각기 다른 색상 시스템을 통해 소비자 심리에 긍정적인 영향을 미친 것으로 분석되었다.
Analysis of Brand Color Marketing Status for Enhancement of Communication Efficiency
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Abstract· Keywords

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Consumers are systems out of the unique design and color of the mass production of price competition in the past, started businesses and the consumption of the center of the image of the product. Color, the image of an enterprise is being heavily on the creation and consumer preferences in emotional marketing as a strategy of the times. It would be better if corporate color marketing to use the color, Color is psychologically aware of what affects to us.
Color based on color psychology marketing is in it.Can be effective mediating role in the establishment of integrated marketing communications brand image as a (integrated marketing communication) self.
This research is the sense of color effects, color psychology and older of the current sensibility as a paradigm of age and looking at consumer behavior change and the color marketing brand image. Color brand in Domestic Apartment Building by looking at sentiment analysis and interrelationship that will contribute as efficient marketing communications entity by interpreting the results. Color is logical and effective mediating role in establishing marketing brand image of the emotional period the prospect of being able to do.
Studied the relationship between color and color psychology marketing, brand image with Current Domestic Apartment Brand’s collar system analyzes the images around.
#Color Marketing #Color System #Brand Image

AI Summary

Topic

본 연구는 브랜드 이미지 형성과 색채 마케팅의 심리적 효과 간의 상관관계를 탐구하고 있다.

Background

소비자의 감정적 요구에 따른 색채 마케팅의 필요성이 증가하면서 디자인의 패러다임 변화가 일어나고 있다.

Method

국내 아파트 브랜드의 색상 시스템을 색채 심리에 기초하여 분석하고, 수상 브랜드의 사례를 중심으로 연구하였다.

Result

대우 푸르지오와 동일 하이빌 브랜드는 각기 다른 색상 시스템을 통해 소비자 심리에 긍정적인 영향을 미친 것으로 분석되었다.

주요내용

Contents

Abstract
Ⅰ. 서론
Ⅱ. 이론적 고찰
Ⅲ. 칼라 분석 기준 및 방법
Ⅳ. 결론
참고문헌

References (10)

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[학술지(정기간행물)] - 김동진 / 2015 / 국내 시판 주요 맥주 브랜드의 포지셔닝에 관한 연구 - 대학생들의 인식을 대상으로 - / 한국외식산업학회지 11 (3) : 7 ~ 17 dbpia [학술지(정기간행물)] - 김유진 / 2014 / 프랜차이즈 커피전문점의 사회적 책임이 브랜드이미지와 행동의도에 미치는 영향- 커뮤니케이션 경로의 조절효과를 중심으로 - / 한국외식산업학회지 10 (3) : 135 ~ 149 dbpia [학술지(정기간행물)] - 최정윤 / 2016 / 캐릭터를 활용한 통합 마케팅 커뮤니케이션 전략 / 한국외식산업학회지 12 (1) : 51 ~ 58 dbpia [학술지(정기간행물)] - 정상수 / 2009 / 소비자의 유행색 브랜드 개성 지각과 태도 / 한국콘텐츠학회 논문지 9 (12) : 647 ~ 655 dbpia [학술지(정기간행물)] - 김명진 / 2007 / 디자인 마케팅 활용에 따른 칼라 이미지 차별화 전략 / 마케팅 41 (10) : 41 ~ 44 dbpia

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