뉴미디어 환경에서 트랜스 브랜딩 스토리텔링 전략에 관한 연구 -구글과 네이버 비교 분석을 중심으로-

초록

The modern media environment is creating the more multidimensional environment over time. This new media environment has also actively changed the role of consumers. Also, such changes have had the major impacts on the corporate branding activities. Therefore, there is a need to pay attention to trans-branding as a brand marketing strategy, The purpose of this study is to present a strategy for using trans-branding in a new media environment. First, I studied about new media environment, trans-branding, and storytelling through theoretical considerations, Based on this, the brand storytelling requires the storytelling strategy consisting of the Story, the Tell and the Ing. In this study, I compared Google (the top brand in the world) and Naver (the top brand in Korea) using media based on such a brand storytelling. These two companies have the common features of maintaining the brand messages consistently and providing the services by recognizing users as collaborators. However, while Google is actively leveraging new media to provide the multidimensional experience, Naver is somewhat lacking in this respect. So when I look at the results based on the market share, Google took the top share in the world. This high share of Google seems to be due to the following trans-brand storytelling strategy. In other words, such a high share of Google seems to be because Google has consistently maintained the brand story, but also actively utilizes the new media and provides the multidimensional experience.

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