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@article{ART002370262},
author={Park Jiyu and SANGHUN SUL},
title={Study of Tactile Cognition for Automobile Brand Strategy},
journal={Journal of Communication Design},
issn={1976-1562},
year={2018},
volume={64},
pages={33-48},
doi={10.25111/jcd.2018.64.03}

TY - JOUR
AU - Park Jiyu
AU - SANGHUN SUL
TI - Study of Tactile Cognition for Automobile Brand Strategy
JO - Journal of Communication Design
PY - 2018
VL - 64
IS - null
PB - CDAK Society of Communication Design
SP - 33
EP - 48
SN - 1976-1562
AB - 'Sensory Branding' that utilizes unconscious emotion is gaining attention as a differentiation strategy to Brand saturation. Also, the sensation has great potential as a measure to go through expanding brand communication. In the automotive market, the importance of brand image is emphasized according to changes in technology capabilities, and various strategies for creating positive images are studied. Automobiles touch the skin, regardless of the user's intention, so the tactility has great influence. However, tactile utilization is limited by technical strength like haptic and coupling with sensibility and material. In this research, set up the guide map for utilizing the tactility of Automobile branding strategy. Utilized the pattern used in the tactile diagram, it matched specific brand image and tactile image, also presented the application guide map based on this experiment. As a result of the experiment, it's confirmed that it is possible for the user to connect the image formed in the previous experience with the physical feel. This application guide of tactility will be the foundation of substantial utilization expanding the method of brand communication.
KW - Brand Communication;Tactile Branding;Brand Image
DO - 10.25111/jcd.2018.64.03
ER -

Park Jiyu and SANGHUN SUL. (2018). Study of Tactile Cognition for Automobile Brand Strategy. Journal of Communication Design, 64, 33-48.

Park Jiyu and SANGHUN SUL. 2018, "Study of Tactile Cognition for Automobile Brand Strategy", Journal of Communication Design, vol.64, pp.33-48. Available from: doi:10.25111/jcd.2018.64.03

Park Jiyu, SANGHUN SUL "Study of Tactile Cognition for Automobile Brand Strategy" Journal of Communication Design 64 pp.33-48 (2018) : 33.

Park Jiyu, SANGHUN SUL. Study of Tactile Cognition for Automobile Brand Strategy. 2018; 64 33-48. Available from: doi:10.25111/jcd.2018.64.03

Park Jiyu and SANGHUN SUL. "Study of Tactile Cognition for Automobile Brand Strategy" Journal of Communication Design 64(2018) : 33-48.doi: 10.25111/jcd.2018.64.03

Park Jiyu; SANGHUN SUL. Study of Tactile Cognition for Automobile Brand Strategy. Journal of Communication Design, 64, 33-48. doi: 10.25111/jcd.2018.64.03

Park Jiyu; SANGHUN SUL. Study of Tactile Cognition for Automobile Brand Strategy. Journal of Communication Design. 2018; 64 33-48. doi: 10.25111/jcd.2018.64.03

Park Jiyu, SANGHUN SUL. Study of Tactile Cognition for Automobile Brand Strategy. 2018; 64 33-48. Available from: doi:10.25111/jcd.2018.64.03

Park Jiyu and SANGHUN SUL. "Study of Tactile Cognition for Automobile Brand Strategy" Journal of Communication Design 64(2018) : 33-48.doi: 10.25111/jcd.2018.64.03