브랜드 경험 향상을 위한 온라인 브랜드의 통합 디자인 커뮤니케이션(IDC) 전략에 관한 연구

초록

Recently, in that the brand types are diverse and complex in the media environment, a more user-oriented brand experience should be planned systematically. However, for digital media-based online brands that are developing recently, a systematic integrated design communication system has not yet been studied. Thus, in this study, we conducted a study on the IDC strategy of online brands through theoretical considerations and case studies. These types of online brands are classified into three categories: the business type, the distribution channel type and the communication type. As a way to improve the brand experience of these online brands, I investigated the concepts and strategies for integrated design communication. As a result, the aspects of vision, media and structure were derived based on the characteristics of online brands. Based on this, the results of case analysis are as follows. First, in the case of the business type, the brands that provide the services required by the daily lives of modern people were observed, and the characteristics of event marketing, profit structure through merchant commissions, and personalized content proposals appeared. Second, in terms of distribution channel type, the brands related to leisure and hobbies have mainstream. In addition, when used in various platforms such as PC and smart TV in addition to mobile environment, the revenue structure appeared through advertisement. Finally, in the case of communication type, the chat brands have mainstream for various targets. And the marketing and personalization structure mainly focused on customized content were found to be provided. Therefore, based on these results, when designing an online brand, the design communication strategy based on visual, media, and structural characteristics should be effectively organized according to the brand type.

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