후발 브랜드의 제품광고에 나타난 아이덴티티의 표현에 대한 연구- 소주 브랜드‘산’ -

Abstract

Brand identity isn't just a way of packaging and promoting the product, but also is a method of showcasing the product's image to the customers. Brand identity means to synchronize the product management and product image. In other words, it is a strategy of positioning product concept and maximizing product image through visual and/or linguistic element. To create brand identity, every element of product must be consistent with the concept of the brand and complement each other's weaknesses to create synergy effect. Not only the corporeal elements of product take great portion of brand identity, but also incorporeal elements of product take great portion of it as well. To promote the incorporea aspect of the brand identity, it is essential to have constant advertisements publicity by the manufacturer. Without the publicity, it is very difficult to give customer a strong impression of the product. The products already in the market has established their brand identities naturally. And these naturally set brand identities help the promotion of such products and helped the promotion of their products. Jinro's rival Chamjinisulro soju, of product a Doosan's San soju, has a brand identity of 'pure and clean soju’. For the Dosan's San soju, its brand identity has been changed from 'harmonic balance of soju and green tea' to 'fresh soju' then finally became 'mild soju'. Doosan's San soju needs long term marketing plan to give identi仕 various of through the courses advertisements. It is essential to have constant and long-term advertisements and publicity plan for products to plant their product identi 仕 es to customers. strong a impression of their brand identity to the customers. Current brand identity status of San soju is way inferior compare to brand identity of its rival product, Jinro's Chamjinisrulro soju. It is essential for the latecomers to have firm determination if they want to position their product brand identity among customers. However, if you examine advertisements closely, Doosan's San soju has changed its brand identity a few times since its launching of the products. This study is focused on the changes of brand