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http://dx.doi.org/10.5392/JKCA.2018.18.11.038

Case Study about BX(Brand Experience) Design System Development -Focusing on JUNGGANEGOTGAN Brand-  

Kim, Sung-Jae (신라대학교 광고홍보학과)
Publication Information
The Journal of the Korea Contents Association / v.18, no.11, 2018 , pp. 38-46 More about this Journal
Abstract
This study is about brand design system development cases based on BX, focusing on research of JUNGGANEGOTGAN brand conducted from January 2018 to April. BX is a subjective and internal response of consumers arising from design stimulus including brand identity. BX design is brand-related stimulus based on brand experience and BX is generated when stimulant of brand design and consumers' contacting with brand are interacting. The most important thing of BX design system is that BX design system plays a very important role when consumers choose goods or services of some brand at the various touch points of brand in the process that consumers form the certain brand image. This study suggests the final completed brand design draft plan along with brand design system development strategy conducted about JUNGGANEGOTGAN based on BX design. As a result, modeling and associations of JUNGGANEGOTGAN brand experience design seem to be statistically meaningful (F=30.961, p<.001). Preferences of brand design is rated by modeling (=.443, p<.001), associations (=.218, p<.001) in order and it turns out to be affected.
Keywords
Brand Experience; Brand Experience Design; Brand Identity; Brand Design Preference;
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