브랜드 이미지 강화를 위한 시각적 상징에 관한 연구 - 프랜차이즈 브랜드 ‘제주 뜰 향 갈치’ 개발 사례를 중심으로 -

Today, we are living in the ‘Brand Era’.’ With the industrial development, a brand has been evolved and now has an enormous power. The power of brand began to receive attention as companies’ important intangible value, and companies has been using their strategic means in communication activity for a long time. In such situation companies launches a number of new brands. In addition, they are inputting many efforts and costs in order to manage and maintain the existing brands. This is because making recognition of a brand value differentiated from competitors and reinforcing brand image are very difficult.Thus, this study intended to define visual symbols as a strategic method for reinforcing a brand image. After defining visual symbols, as a strategy for expression that visually conveys such visual symbols to consumers, it will increase the level of awareness by improving the brand image to consumers through visual communication in the stage of application of brand identity. In addition, this study conducted literature research and focused on the element of visual experience. Using the methods of literature research, definition of visual symbols, and experiencing elements of brand identity in visual communication that can improve brand image and awareness, this study conducted a research for ‘Jeju Garden Scent Hairtail’ B.I. B.I through the study should not be a single matter but should be comprehensively managed for maintaining its consistency.