디자인 역량에 의한 브랜드파워 강화 방안 연구

This article aims to suggest a design strategy against the diverse brand power competitions in the future global market. Main scopes and contents of this article are formed with the role of design in company and brand, some real brand power reinforcement examples by design competence such as service-applied-design․management-centered design․developed-brand design․innovative technology-based design, an analysis of design policy for promoting power brand in domestic, and a suggestion of design strategy for brand power reinforcement. The main method of this article is to analyze the working papers about brand power reinforcement by design competence and brand power in field of industry, various documents about the tendency of brand in domestic and advanced countries, design competition between companies, to review the data from internet D/B in domestic and abroad, and variety of literatures including thesis, books, periodicals and the other publications. As the result of this analysis, brand brought out design competence based on detailed observations and concerns for consumer’s viewpoint which implies needs and wants were proposed to continue for a wide range of choices by consumer as the developing brand power reinforcement plan in rapidly changed environment in 21C global market.