실행 적 디자인 매니지먼트로서 브랜드패키지의 표현 전략

Today, Design is the core of the busines management strategy, and a crucial factor deciding national competitive power as wel. The meaning of design is now extending. Companies ned inovative and strategic design based on a thorough understanding of market trend in order to produce competitive products for consumers. We should use design strategicaly for the purpose of making organizational harmony among design elements influencing company's image-making, and of forming consistent brand image. Package design is in particular not only the face of product but an important factor in making company image. In tomorow's market, brand package design development would be an efective method for strengthening competitive power of products, and for constructing brand image which is companies' practical asets. This study is on the introduction of execution design management concept, on the expresion strategy of brand package, and on the strategies' expected utility. In this study, we firstly consider the general idea of brand concept for the theoretical background and the elements of package design as a expresion strategy. Secondly, we study the concept of execution management for brand package, concept of brand package, and the practical usage system of execution management as a design strategy. Thirdly, we study expression element - brand logotype, color, ilustration, layout - with design examples. Finaly, with the result of our study, we argue that the execution design management aproach makes beter brand package design than the ones without execution design management.