초록

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Abstract ▼ AI-Helper

Given the development of industrial technology in contemporary society, quality (once a primary consideration) no longer qualifies as a major factor. Brands induce consumers to buy products, so it can be said that consumers place more importance on the brand image of a product than they do on the ch...

Given the development of industrial technology in contemporary society, quality (once a primary consideration) no longer qualifies as a major factor. Brands induce consumers to buy products, so it can be said that consumers place more importance on the brand image of a product than they do on the characteristics of the product itself. Hence, they are buying a brand rather than the product itself. Strong brand images are effectively and efficiently transmitted through integrated marketing communication. Visual storytelling can be an especially effective means of creating a brand image. Businesses transmit meanings that surpass simple words through storytelling, and such stories include a wide range of expression. Storytelling, which is seen visually, has been proven to be the most effective method of encouraging the consumer to identify with the brand. Such facts show that brands are more accurately interpreted and understood by consumers through storytelling than through any other form of communication in the business world. For this, after integrating the analysis results of the brand image and storytelling case analyses and future brand value, and after the importance and influence of brand image in long-term brand growth, including storytelling, is assessed, an effective direction is presented to maximize future brand value.

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