휴대폰의 Product Identity 전략에 관한 연구- 노키아 제품을 중심으로 -

Abstract

Corporations began to be interested in CI(Corporate Identity), PI(Product Identity) by means to go up value of corporation that has competitive power, according as the world approaches to a keen competition for design. PI(Product Identity) is part of synthetic and systematic strategy of corporation to gain an advantage over competitor in market with unity of corporate image. Nokia has build strong and unique Product Identity with their own form language and their product portfolio, which is one of the main reasons that Nokia has succeeded as the world's leading mobile phone manufacturer, which offer attractive, personally relevant products to multiple user segment. And nowadays Nokia tries to produce mor fashion phones according to needs of users and character of mobile phones, which present personality of users. The presentto explore how Nokia has build strong Product Identity and keep their unique form language.