국내 휴대폰 브랜드 이미지 연상 작용에 있어 브랜드 마크의 영향

Abstract

The mobile phones have been developed with Internet-orientated activity beyond the function for telephone conversation. Unlike the past period, consumers regard the brand value and image of the mobile phones as one of the most important things because there are few differences from the quality and function. The brand mark is an important factor to remind consumers of brand image, which has an important effect on consumers' judgement. Thus, this article aims at the influence of the brand mark on image association, when consumers associate brand image. It also focuses on design development to take effective image consideration for the domestic mobile phones. For this study, based on domestic and oversea market share for the mobile phones of 2007, this paper selected 5 mobile phone makers analyzed these brand marks each other, and summarized the relation between the shape of these brand marks and consumers' brand image association As a result, consumers think of the brand of motorola as the most preferential thing, which is because of the mark of the differentiated brand shape. On the contrary, all the mobile phones produced in Korea pursue the word-centered mark type considering reading. Moreover, they could not make features of expressing their brand image and value. Visual association finally forms high intangible brand assets. Thus, it is very urgent to establish new design so that the brand can appeal to consumers. That is to say, the brand marks of the mobile phones expressed into only words should be deviated from the fixed idea, so that consumers can feel a featured brand mark.