브랜드 샾의 소비자 인지형성에 관한 연구 (2) - 대형 커피브랜드 3사의 실내디자인 이미지를 중심으로-

Abstract

The concepts of "Brand Shop" makes with the department store same sale space were developed “Merchandising” with the goods which is various the competitive type of business originated and the competition was deepened gradually and was started. With the different brand is divided to make the strategy demand which is discriminated, became. The specially, 20 younger generation showing the culture only of self with base, starts like this background. The coffee professional brand from take out formats is exchanged little by little in Store formats and is going, Store importances come to be high consequently. Starbucks where is representative, Coffee Bean and Pascucci executes Store Interior Marketing, for a brand promotion is endeavoring. Starbucks was comfortable to provide, Coffee Bean presented the interior marketing which is discriminated. Pascucci is to application of color and shows a discriminational characteristic. Also, there are to Brand Marketing, what which the interior is discriminated the application importance is the thing about color. But, Coffee Bean and Pascucci cannot go over a top, Follows hereupon and makes new Marketing policies demand.