퍼스의 기호학적 분석에 따른 프랜차이즈 브랜드 아이덴티티 전략안 연구 - 프랜차이즈‘미꾸라지 먹은 메기매운탕’ BI 개발 사례를 중심으로 -

Domestic food service industry has been viewed from a new perspective since the end of the 1980s when Korea began to possess economic structure of advanced-country type from the 1988 Olympic Game as starting point until the middle of the 1990s. Activity on food service has been come into the spotlight as a leisure activity as income of national people has been increased and cultural life has been improved for seeking high quality of life. With growth of food service industry, various types of food service franchise industries have been emerged. Food service franchise industries are expanding in a quantitative respect and competition is becoming fierce. Despite such situation, new franchise brands are newly emerging. As a result, food service franchise industry should develop an image strategy reflecting identity for the level of brand awareness. With the reflection of identity, a sensible and differentiated image to consumers plays a pivotal role in imprinting new brands Satisfaction of consumer needs may increase customer’s royalty and awareness toward a brand as well as sales efficiency. This study researches a brand identity strategy for introduction of new franchise and suggests an opportunity to provide positive brand experience due to image differentiation elements. Therefore, it examined the concept of franchise, development progress of food service industry and the concept of brand, and carried out management analysis and identity research by selecting domestic/overseas food service franchise. Based on these, this study sought a key to develop as a prolonged brand by draw a design approach of brand identity of ‘Catfish Spicy Soup Eating Loach’, and suggested IB’s roles as well as designs of graphic elements.