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A study on camping brand Identity to add value

  • Journal of Communication Design
  • Abbr : JCD
  • 2019, 66(), pp.131-144
  • DOI : 10.25111/jcd.2019.66.10
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : December 18, 2018
  • Accepted : January 28, 2019

Choi, Soo-Ah 1

1단국대학교

Accredited

ABSTRACT

The world’s camping market has been growing centrally U.S. and European markets, and there also has been a rapid growth in S. Korea after 2000. However, Korean camping brands have not been successful in the overseas market, and also is not dominating the Korean market either. The biggest challenge for domestic brands is recognition of the brands according to studies and the specialist survey interview. Therefore, domestic companies need to focus on developing individual ‘Brand Identity’, a proper brand positioning, operating of practice, managing, and maintaining. Also with the continuation of keeping the same brand concept and identity, trends and customer needs will need to be applied on top of it. The researches on brand identities of internationally known successful 6 camping brands such as Coleman, Snow peak, MSR, Vaude, Hilleberg, Fjall raven and on successful brand stories with tradition are studies. Also, case studies on a camping brand renewal of Northpeak and a new brand development process have proceeded. The status of current Korean camping brands and suggested directions to add values were presented throughout the study.

Citation status

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

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