가치중심의 브랜드디자인개발을 위한 포괄적 정보가치맵작성프로세스 제안 연구 - 자유연상법기법에 근거한 자료수집기법을 중심으로 -

Today, Brand has become more important in order for companies to get better competitveness and been emphasized as a critical factor in evaluating the value of companies. So, brand makes consumers buy a company's image and value rather than simply purchase a product. This tendency puts an emphasis on benefits and values that attributes have, and means brand design development focused on consumer value by finding the benefits and values that consumers need and by expressing them in design. This paper presented a theoritical ground for value-oriented brand development by explaining relationship between attributes, benefits, and values, with Means-End Chain Theory. However, we presented the Single-Attribute Associated Laddering for framing comprehensive information value map with information chain structure that is needed for brand design development to get over the limitation of conventional Laddering method with simplistic information structure. (a total of 12 stages). While the SAAL this study presents is based on Mean-End Chain Theory and Laddering method, it has a significance in that it can be used for practical brand design development by enabling drawing up a information branch map with comprehensive information that is needed for brand design development such as positioning brand, personality, competitive brand, target consumer that traditional laddering method are not able to presents, and by developing a different process from the conventional method in collection, classifying, and arranging data.