공동창조와 공동디자인: 소비자의 디자인 참여를 통한 브랜딩 전략의 진화

With a rapidly changing communication context, customers have effects on enterprise images and promotions, using social network services that contain a variety of channels to communicate. Although corporations have to deal with the customer participations aggressively, the current branding represents a simple type of customer participations. The participation is more superficial in design field which gets a large share in the Brand Image. Customer's participation is just used to reflect opinion by reason of the quality matters with design outcomes. This study suggests the branding strategy through the design participation with an effective way of brand identity in the brand communication. In this paper, the concept of Co-creation and Co-design which are used mixedly as a method of the participatory design approach will be defined within the framework of participatory design as well as classified as both manner and range theoretically. In sequence, the case study in brand identity was analyzed by the conceptual differences which are deducted above. Co-creation is focused on offering the brand experience to customers with the branding strategy which makes customers participate in business process of an enterprise. Co-design is focused on better results, giving participated customers in the design process different points of view. The participatory design strategy which is helping the customers felt with psychological and social satisfactions will bring some positive effects in the brand relationship. The result in this research is expected to expand the design role in business brand communication.