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한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.37 no.1, 2013년, pp.1 - 16
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This study identified the effects of history length and brand legitimacy succession on Brand Historicity (BH) in Fashion Brand Stories and Brand Attitude (BA) with Consumer Orientation (CO). The study conducted an experiment where participants were surveyed after reading a manipulated brand story co...
| 핵심어 | 질문 | 논문에서 추출한 답변 |
|---|---|---|
| 인지도 있는 오래된 브랜드를 사들여 리모델링하여 재탄생한 경우로 들 수 있는 예는? | 또한 역사를 날조하는 정도는 아니지만 공공연하게 인지도 있는 오래된 브랜드를 사들여 리모델링하여 재탄생시킨 경우도 종종 볼 수 있다. 5대까지 지속된 프랑스의 로코코시대 장인의 여행용 트렁크 제작업체에서 대자본과 현대적 마케팅 기법으로 거듭난 글로벌 명품 패션브랜드 루이비통(Louis Vuitton)이 대표적인 예이다. 이 경우는 브랜드의 역사를 현재의 브랜드 가치를 상승시키기 위해 오래된 브랜드의 역사를 차용하여 계승한 경우이다. | |
| 브랜드 스토리는 무엇을 강조하는가? | , 2004; Kim, 2008; Kim, 2006; Kwon & Park, 2008). 브랜드의 마케팅 도구로서 브랜드 스토리는 기본적으로 전통성(傳統性)과 희귀성(稀貴性)을 강조한다. 그러나 전통성은 옛것의 그대로가 아닌, 역사가 지속되면서 창조되고 진화되는 성질이 있고 인간의 조작화가 개입된 결과라는 견해가 지배적이다(Hobsbawn & Ranger, 1983). | |
| 브랜드는 어떻게 나눌 수 있는가? | 브랜드는 사회적 인간의 역사나 소비를 위해 탄생된 제품의 역사와 같이 보편적인 도입기, 성장기, 성숙기, 쇠퇴기로 요약되는 위로 볼록한 곡선의 라이프 싸이클 (life cycle)을 갖는다(Keller, 2008). 하지만 경우에 따라 서 한 번도 사회적으로, 상업적으로 두각을 나타내지 못하거나, 두각을 나타낼 기회를 갖지만 그것이 짧은 기간인 경우, 또는 장시간 동안 사람들의 관심의 대상이었다가 사라진 경우, 마지막으로 세대와 다음 세대를 걸쳐서 불굴의 역사를 지속하는 경우로 나뉜다. 본 연구의 대상은 불굴의 역사를 지속하고 있거나, 그럴 가능성이 있는 브랜드 스토리를 갖은 역사성 있는 패션 브랜드이다. |
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