주택문화관에서 나타난 브랜드아이덴티티 표현특성에 관한 연구

Abstract

Human needs have been changed into the form which demands mental enrichment rather than material affluence as the sensitivity and experience have importantly been emerged at the present. Human needs, which are enjoyed satisfaction and satisfied by recognizing the brand with its own taste as a medium, has played an important role in the brand recognition. The phenomenon of establishing the brand identity has actively been made in the housing cultural center, an interaction space in which human and brand meet each other, as a characteristic of the strategic expressions involved in human’s various needs. The current housing cultural center as a distinctive complex cultural space is the space where the brand identity is activated through the satisfaction and recognition formed when human experiences a space. The strategic design with expression characteristics considering sensual experience and human sensitivity should be considered in the modern design as well as functions. This study intended to analyze the trends in expression characteristics of the brand identity shown in housing cultural centers by a survey after drawing expression characteristics of the brand identity based on previous studies. The result of this study can briefly be summarized as follows. It is expected that a natural recognition about the brand will be made more than now if the environment with various senses such as touch, smell and taste closely related to human’s memory area is more actively provided and expression characteristics which provide surprise and interest for users are more actively shown.