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Study on the Domestic & Overseas Men’s SPA Brands VMD Implementation Characteristics -Focus on Brand Communication Strategy Perspectiv -

  • Journal of Communication Design
  • Abbr : JCD
  • 2019, 66(), pp.173-188
  • DOI : 10.25111/jcd.2019.66.13
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : December 3, 2018
  • Accepted : January 27, 2019

Kim Mi-hyun 1

1중앙대학교

Accredited

ABSTRACT

The VMD through comparative analysis of the domestic and foreign brands of men’s SPA introduce the product in the store effectively to customers seeking ways of VMD as a brand communication strategy that represents the brand image of the company directly. The purpose of this study is to first seek theoretical understanding and examine characteristics by reviewing related previous studies and publications on brand communication strategy, VMD type and SPA brand. Second, this study will search for a method to review the VMD implementation characteristics applying brand communication strategy types. Third, it will deduce brand communication strategies through VMD types of domestic & overseas men’s SPA brands. This result and the expected effect of the Study First, sense of marketing is to stimulate the five senses strengthen relationships with customers are leveraging the VMD deployment strategy making have a crush on the brand to the customer direct stamping and communicate with customers brand It can provide a channel to strengthen the management and maintenance of the brand. Second, emotional marketing will serve to strengthen the brand identity of the customer by increasing the interaction of experience and other distinctive brand VMD provides the intimacy of a marketing and brand. Third, the deployment characteristics of VMD in cultural marketing perspective, it shows clearly the theme of the cultural events organized or sponsored by the VMD directing customers to get the sympathy to placate customers increase sales and improve the image of the brand involved.

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