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A Study on the Evaluation of Design Quality for the Improvement of Brand Asset Value in TV Program and Channels -Focused on Peter Moville‘s Honeycomb Model-

  • Journal of Communication Design
  • Abbr : JCD
  • 2020, 70(), pp.9-22
  • DOI : 10.25111/jcd.2020.70.01
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : December 10, 2019
  • Accepted : January 27, 2020
  • Published : January 31, 2020

INHYE CHA 1,  Boyeun Kim 1

1홍익대학교

Accredited

ABSTRACT

The purpose of this study is to investigate the system for evaluating design quality of broadcasting programs currently being conducted in South Korea, and to propose a quality evaluation method for enhancing the value of brand assets. Considering the phenomena behind the research, two research questions were drawn. First, is it possible to analyze the program's design elements with evaluation indicators based on Keller's brand equity model? Second, can loyalty to program branding be linked to channel loyalty? Keller's Brand Equity model and Kevin Roberts' Lovemarks theory were applied to channel branding and analyzed with two research questions. Experiments 1 and 2, which were designed based on Peter Morville's revised User Experience Honeycomb model, carried out detailed quantitative and static quality evaluation experiments. With the result that the choice is made through the program rather than the channel, this study concluded that the competitiveness of the program becomes the competitiveness of the channel.

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