기업 아이덴티티 변화의 원인에 관한 연구A Study on Corporate Identity: The Reason for Change
- Other Titles
- A Study on Corporate Identity: The Reason for Change
- Authors
- 김귀련; 김원택
- Issue Date
- 2014
- Publisher
- 한국디지털디자인학회
- Keywords
- Corporate Identity; Reason for Change; Criteria for the success; Case study; Guideline
- Citation
- 디지털디자인학연구, v.14, no.2, pp.11 - 22
- Journal Title
- 디지털디자인학연구
- Volume
- 14
- Number
- 2
- Start Page
- 11
- End Page
- 22
- URI
- https://scholarworks.bwise.kr/hongik/handle/2020.sw.hongik/18668
- DOI
- 10.17280/jdd.2014.14.2.002002
- ISSN
- 1598-2319
- Abstract
- Corporate Identity plays a significant role in today’s society. Corporate identity communicates a company’s business goals to the outside world. To do this properly, the company’s identity needs to evolve constantly so it can continue to maintain an identity consistent and appropriate with its changes as a business. Sometimes the change is necessary and satisfies needs, but other times the need for change is questionable and could result in unexpected confusion. Unnecessary changes can lead to a reduction of identity recognition, often earned after many years through exposure. Change without adequate reason can also cause an alienation of consumers, and waste resources for unsuccessful campaigns. This paper will (1)examines the history of corporate identity change based on categorizing the industry to detect the reason for CI change.
(2)Through preceding research analysis, the common thread of the criteria for success will be extracted. (3)Also, comparing successful and unsuccessful solutions will be conducted to investigate what makes corporate identity change successful. By doing so, this paper will suggest the overall design guideline for the successful corporate identity change.
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Collections - International Desing for Advanced Studies > Design Management > 1. Journal Articles
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