<아기공룡 둘리>의 브랜드 아이덴티티에 관한 연구

초록

Creation of ‘power brand’ is one of the most critical issue of companies, who find it difficult to secure the competitive advantage from product itself. This study is to propose the brand equity management system for Dooly-The Little Dinosaur , by applying the brand identity theory to animation. The existing quantitative research showed that Dooly has the positive brand equity of high awareness, brand preference and cute, popular, friendly image as well-known character. But the research told us that it has the problem of old and out-of-date image. Further Focus Group Interview on children to find out positive and negative brand equity and consumer’s insight on Dooly brand is conducted. According to FGI result, children dislike Dooly, not because it is the old animation character, but because they cannot reflect themselves from Dooly and his family, while they like Dooly’s cute and funny image. This resulted from the error of brand strategy in production of new TV series in 2009, which focused on the renewal of Dooly by showing the image of today’s Seoul and new popular songs while duplicating the major portion of original animation in order to introduce Dooly as it was to the today’s children consumers. From the analysis on consumer research and existing brand identity theories, this study suggests Dooly’s brand identity program for Dooly as follow : ① The cute and funny brand personality of Dooly is well-accepted brand equity to be maintained and reinforced. ② The ‘user-related’ identity components such as user’s self image and relationship should be added in the brand identity program for Dooly, by reflecting new lifestyle and family life of today’s children. ③ Dooly’s consumer value proposition is needed by proposing the value message which children can sympathize with. ④ Stronger visual and audio brand identity program is needed to strengthen the brand identity of Dooly. This study confirms the effectiveness of brand management approach to animation which can contribute to increasing the brand equity of animation, and this brand management approach should be effective for strengthening Korean Wave and for risk management of culture content business.

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