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A study on camping brand's BI formation and branding strategy - Focused on related word research based on big data for sensible approach & market research for cognitive approach

  • Journal of Communication Design
  • Abbr : JCD
  • 2018, 63(), pp.335-347
  • DOI : 10.25111/jcd.2018.63.26
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : January 9, 2018
  • Accepted : April 24, 2018

Choi, Soo-Ah 1,  이애진 1

1단국대학교

Accredited

ABSTRACT

Nowadays, in Korea, the number of campers is increased over 5 million. Many Korean camping brands have excellent qualities however, a lot of times weak brand identities to be globally known. The purpose of this study is to provide helpful sources to have strong brand identities, add more values based on related word research from big data and market research. The data is to be analysed by sensible & cognitive approaches. The keywords for the sensible research are ‘camping, camp, camping brand, and camping design’. Then 17 representative oversea brands and 10 Korean brands were analysed for the market researches. From related word research from big data, we can find out the thinking process of potential consumers, how people communicates to exchange information, and what can be the sources to add brand values. Also from the market researches, we were able to find that successful brands have distinctive brand identities, stories, logos with representable colors and they continuous produce signature designs and own way of color matching.

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* References for papers published after 2023 are currently being built.

This paper was written with support from the National Research Foundation of Korea.
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