브랜드디자인경영의 개념정립과 시스템구축에 관한 연구

Abstract

In pursuit of design-oriented management structures, contemporary business company makes an efforts to achieve its increment both of the competitive power and brand value through the enhancement of design power.

Design is very important element to create the brand-asset-value, however, the powerful brand-asset-value is possible only when the concept of Brand Management is realized efficiently dealt traditionally with the management of its culture, operation system and personnel except of increment of design value.

It must be true that Design Management and Brand Management are core strategies for the contemporary business companies targeting the most powerful brand-asset-value establishment. But this study suggests that these two concepts should have organic relationship on the diachronic point of view. In the other words, only when the design-oriented Brand Management and brand-asset-value oriented Design Management is realized, it could be the most desirable business management strategy for its powerful brand-asset-value.

On this premise, Design Management and Brand Management should be developed as a synthetic concept which should be understood as one system, not the independent separate concept, in order to create the brand-asset-value in the more and more competitive environment. This concept is defined as "Brand Design Management" in this study. This study aims to be the guidelines for business management strategy in order to increment the company's brand value by suggesting the efficient Brand Design Management System and new execution method resulting from defining the concept of Brand Design Management and extracting the necessary elements.

First, I defined the concept of the Brand Design Management on the diachronic point of view understood as one system through the theoretical consideration of each Brand Management and Design Management. Second, I extracted “Purpose”, “Personal”, “Personality”, “Project”, “Positioning” and “Practice” as the elements of Brand Design Management through the experts' interview based on the element of Brand Management and Design Management. Third, we suggested the specific execution methods and developed its checklist. Forth, we built the Brand Design Management System based on its elements and performance process and verified the efficiency to companies.

The suggested Brand Design Management system and execution method are very significant both of the business and the academic aspects. In the business aspect, it gives the ideas of planning and performing the design and brand oriented business operation strategy to the companies aiming the establishment of brand-asset value focusing on design. Also in the academic aspect, it is significant that suggests the new concept of "Brand Design Management System" complementing Brand Management with Design Management and it is expected to help the future studies for the management operation methodology.

In the end, I hope this study leads continuous studies for revisions and complements of the suggested system elements and its execution methods and ultimately helps business company to establish its management system and practice in order to increment the brand-asset value.