화장품 브랜드샵에 나타난 브랜드 아이덴티티 특성에 관한 연구

Abstract

Corporate brand identity(BI) is a powerful tool to illustrate a company, delivering the corporate ideology to consumers the right way and showing its individuality and reliability. The purpose of this study was to analyze how cosmetic brand shops were expressed in space in connection with their BI colors containing their unique identities in order to identify elements to deliver BI to consumers effectively. The subjects include six brands whose shops were located in Myeong-dong. The findings show that each of the companies appealed their ideologies to consumers by integrating color and shade image and expressing them in BI colors to embody their corporate identities. In addition, BI colors were expressed in various ways in the structural(walls, floors, and ceilings) and furniture elements(signs, counters, and showcases). In future, it is required to investigate and analyze other brands in addition to the six and conduct diverse spatial analysis researches on cosmetic brand identity.