한·중 소비시장에 있어서 글로벌마켓 제품의 브랜드로고타입 이미지 일치성

Abstract

Recently, products should not only have good quality but also satisfy consumers' minds and focus more on the emotional values than the functional ones. That is, the essence of the marketing lies in the emotion. The global companies hope to sell their products not only in their own countries or regions but also, and rather, in the global market. The successful brands in the global market have maximized their marketing and branding strategies suitable to the target markets by accurately understanding the consumer characteristics in each region. We should not overlook that it is necessary to understand the commonality among the nations and peoples and the differences in the delicate taste and preference. For instance, it is necessary to minimize the gap by finding out and maximizing the most commonalities in the preferential responses i.e. to shapes and colors. Therefore, the logo types that serve as the stimulus to form an image of a company have an inheriting limitation because they are subject to sensitive differences depending on the language and the morphological characteristics of the expressions used in the countries or the regions. It is because the letters are structured differently and the emotional response of consumers to each logo is also delicately different. However, global brands have to overcome this problem because it has a serious impact on the corporate image. By giving the same consistent image in the regions where there are different languages and cultures, one can earn the trust of consumers. Therefore, global brands need to unify and manage not only the operational strategies but also the visual designs such as trademarks, symbols and colors. To achieve the eventual objective of this study, existing documents on the global brands, logo types and emotional images have been analyzed and the emotional images of the brands have been assessed. To assess the consistence among the local logos with a global brand objectively in order to raise the trustworthiness and validity, the semantic differential method has been used. For this objective, 10 visual emotional elements were drawn by using the emotional techonology and 20 adjectives were drawn based on the 10 emotional elements. Then 240 Chinese and Korean university students who majored in design were surveyed (table 1-1) and based on their answers, it was analyzed whether the analyzed local logos had emotionally consistent images by the multivariate analysis of variance through the SPSS statistical analysis program.