• Archives of design research
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• v.20 no.3 s.71
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• pp.163-178
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• 2007

The importance of brands as well as the consumers' emotional & cultural desire have increased. In the meantime, the companies have made efforts to create their positive brand images through the support of Mecenat using culture or social return. In addition, they made ceaseless efforts to provide consumers with a cultural space by building up brand service areas as part of their purpose. However, the rapidly increasing brand service spaces have not really appealed to consumers. In order to become a competitive and powerful brand in the severe brand market, it is necessary to enhance the brand image and to let the brand be considered as a culture and the lifestyle of consumers. In order to do so, the companies have to establish their market-driving strategies by creating new products or new market. To do so, it is important for them to figure out consumers' inner desire through the touch point with consumers. This study attempted to suggest a method of using a corporate museum as a space that could meet all of the said elements at a time. Through the route of a corporate museum, the companies would be able to study their future directions by looking back their history and they could be reborn as culture brands. Therefore, this study suggested that the corporate museum could be a space for culture and education as well as a brand space and could play a positive role in the companies; in this process, the study could grope for consumers' inner desire with its touch point where companies and consumers would meet and its utilization of brand market-driving strategy as a test marketing strategy observing consumers' responses.