신규 브랜드 런칭을 위한 브랜드 아이덴티티 시스템 개발 -외식 프랜차이즈 ‘고소미 치킨’을 사례중심으로 -

Domestic chicken franchise businesses have been significantly developed and grown. However, the power of brands is weak. The constantly changing situations of food service industry have encouraged chicken specialty stores to construct the power of brand. Sign, B.I, symbol mark, and character play significant roles in visually systematizing the elements of chicken brands. This study is about the development of brand identity system of ‘GOSOMI Chicken’ for its becoming a new trend. It formed the theoretical structure based on precedent studies, literatures websites or other materials, and analyzed similarities and differences through comparison with the competitors. The results of this study are as follows: first, the colors of red and black of which readability and conspicuousness are high received a high-level of preference as the colors adequate to logo-types of chicken brands; second, the signage applying brand logo as well as color remains in memory for a longer time than the logo only bearing the brand name. In other word, it is important to thoroughly organize and manage brand identity and establish the related concept for successful launching of a new brand. This study expects that this brand strategy will become a brand strategy that can survive in the competitive market of identity differentiated from other brands and contributing to obtainment of market competitiveness, such as formation of reliable brand power or efficient marketing effect.