한국 주얼리 회사의 브랜드 디자인 경영

The purpose of this study is to identify management problems of jewelry companies in Korea by empirically analyzing the relationships between design management and brand image. A focus group interview (FGI) was conducted to explore the relationships between design management and brand image. Sixteen jewelry designers from four companies were interviewed. Using the SPSS Win 18.0 program, the data were analyzed through ANOVA test and regression analysis. The results of the study revealed that there was a statistically significant difference in design organization and design investment, but no statistical significant difference in design managers and design staff. These phenomena appeared because jewelry industries mainly operate an original equipment manufacturing (OEM) production system and because they sell their products through the reliability and brand image of companies having places of mass consumption. In addition, there was no statistically significant difference among the design management factors that jewelry companies have. This finding showed that depending on whom the main consumers are, the companies used design management flexibly or improperly. In contrast, new companies were taking full advantage of design management. As seen from the results of the study, it is suggested that jewelry companies have to change their selling methods of their own brands, in order to reinforce the role of design management and brand image of jewelry companies in Korea. Such change can allow successful design management to strengthen brand image.