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한국실내디자인학회 / v.16, no.2, 2007년, pp.201-208 
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상업공간의 브랜드 이미지와 표현경향(表現傾向)에 관한 연구 - 프라다 리테일 샵을 중심으로 -
( A Study of brand image and expressive trends in commercial spaces - Focusing on the analysis of Prada Retail Shop - ) |
| 강소연; 홍익대학교 건축공학과;
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| 초 록 |
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| The $21^{st}$ century is the age of sentiment and image. As industrial development pushes the demands of consumers for various goods, the marketing patterns of these goods have individualized. They are expressions embedded with various meanings. Retail shops, now going beyond the practical purpose of display and sales of goods, enhancing brand images and establishing a consumer-oriented strategy, play a key role in reacting to and creating overall cultural issues. This study will analyze and investigate the Prada retail shop, which has distinguished its brand image and effectively promoted its identity through a sustained management strategy. The Prada retail shop has established an image of a cultural icon through cultural marketing. It suggests individuality and creativity along with diversity It reflects the basic concepts of cultural marketing, freedom of expression combined with information and high technology. The Prada building symbolizes the brand itself. To foster these kinds of retail shops, data and information based on continuous studies must be provided and shared, and also the systematic reinterpretation and the effective presentation of expressive trends in interior design needs to be studied on an ongoing basis. |
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| 키워드 |
| 리테일 샵;프라다;브랜드 이미지;표현경향;Retail Shop;Prada Epicenter;Brand Image;Expressionism; |
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한국실내디자인학회논문집 / v.16, no.2, 2007년, pp.201-208
한국실내디자인학회
ISSN : 1229-7992
UCI : G100:I100-KOI(KISTI1.1003/JNL.JAKO200717317770922)
언어 : 한국어 |
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| 논문 제공 : KISTI 한국과학기술정보연구원 |
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