미학적 마케팅을 적용한 전시공간 아이덴티티 구축에 관한 연구

Abstract

In recent days brands are considered as the invisible assets or unlimited assets. Slogans like Added Value of Brands, Effects of Brands tell the potentiality of the brand to produce unlimited values and profits. These days, technical competitiveness is becoming equal between nations and the brand is the only key power to create differentiation among productions. I researched the concept of brand, exploring paradigm of aesthetic marketing idea, identity management, style, theme and customers impressions etc. In the last part of brand marketing strategy that is called the brand marketing communication process which directly contacts consumers, brand identity is constructed, brand name is structured and positioned, brand communication is performed and also brand is evaluated and criticized. Brand communication should initiate brand recognition at the first stage, then form a preference and should be continued until it could get the profit through royalty