프랜차이즈 브랜드 아이덴티티 차별화 전략 연구 - 헤어샵 ‘블루클럽익스프레스’의 브랜드 개발 전략안 -

A human has a desire to show his or her external beauty to others. As the quality of life increases, a desire to of appearance also increases. Because of this, the business areas related to beauty treatment has been constantly increasing. According to the recent rapidly-changing trend, the beauty treatment industry for men also has been changed. This study examined the differentiation strategy for Blue Club Express, an expanded brand of the Blue Club hair shop specialized for men’s hair treatment. Many businesses use brand extension strategy as a way of reducing a potential risk of failure due to the introduction of a new product, and such strategy is a way to link the customers’ favorable impression on the current brand to the new product by using the current product’s brand name for the new product. In addition, in order to construct a brand strategy which is differentiated from those of competitors, it selected the elements necessary for the new business of Blue Club Express and established a strategy draft by analyzing the practical cases, such as the successful company’s brand extension, its process and result, etc. Based on these, it developed the design of symbol, logo and characters for constructing a brand identity. This study is expected to give the Blue Club Express a differentiation from other brands based on the construction of brand identity and to make the customers to realize the characteristics unique to the Blue Club Express. Furthermore, a variety of positive brand extension to the customers is expected through the formation of the culture unique to the brand by step, and thus it will become a successful brand.