브랜드 경험을 구성하는 디자인 요소 도출에 관한 연구

This study is an analysis of factors of brand experience creation in terms of design elements. The study aims to look at design elements that will enable the designer to gain insight into what needs to be considered to create brand loyalty. Modern consumers spend for their specific subjective satisfaction and experience and this has become the focus of companies reaching for strategic branding and/or marketing. Design has been recognized as an important strategic factor that stimulates emotional satisfaction. Under such context, this paper centers around experiential marketing theory to analyze brand experience creation elements in relation to consumer emotions. The elements are connected via design factors to result in a strategic design process that aims to create brand experience. The study is divided into two parts. The first part is a pre-research stage where experiential marketing's SEMs are used to organize experience causing factors. The second stage looks at experience factors related to tangible design factors and converts them a process useful information for designers. This paper proposes design factors that affects brand experience creation by looking at Starbucks Korea as an example of consumer experience context.