혁신적 미디어 크리에이티비티 활용이 브랜드 포지셔닝에 미치는 영향성 연구

초록

Industrial greatly affects media environment, which is a form of relaying of information to its members in society, thus, being a major factor leading to the change in media environment. The advances in smart media, cutting edge devices, telecommunications technology has created innovative media, and this has made possible quality service through media creativity. As a result, firms have used media creativity for the brand positioning of their company, and this called on a need for research on this. This research verified that there is a high correlation between the important factors of innovative media creativity for effective strategies of brand positioning (differentiation, uniqueness, suitability and being able to empathize) and the factors of brand positioning ( value, uniqueness, suitability, credibility and durability). Based on the deducted features, cases of innovative media creativity were analyzed for the formation of brand uniqueness and positioning, and arrived at the following results, first, providing a new experience never experienced before, second, an environment suitable for the use of creativity, third, possible positioning of brand by customers differentiating other brands, fourth, this is the result of combination of various environments which can be easily applied to many field, fifth constructing of trust need for the economic matters for media realization and sixth, the need for a system to retain brand position for creative experience. As a result, we can conclude that the use creativity activities will have a positive effect on brand positioning.

키워드