시각디자인 관점에서 디자인 마케팅과 브랜드 마케팅의 컬래버레이션 사례 연구

The purpose of this study is to analyze brand marketing which collaborated with cultural marketing from a visual design perspective, and to derive factors that affect collaboration, as well as to suggest guidelines for collaboration. The whole research consisted of 2 phases, case study and derivation and confirmation of effect factors, and this paper covered the case study. The study was made through literature survey and case studies, and at literature survey, comprehensive theoretical analysis for collaboration between brand marketing and culture marketing were conducted including concepts, strategies and methodologies of design marketing and brand marketing. And then, collaboration cases for brand marketing with culture marketing were selected and classified them into successful cases and failure ones. As failure cases, 3 cases were selected including collaborations between Louis Vuitton and modern artist Jeff Koons, between Genesis by Hyundai Motors and Italian fashion brand PRADA and between Samsung PAVV TV and another Italian fashion brand Giorgio Armani. And 3 cases were chosen for successful cases, collaborations between Coca-Cola and modern artist Jean Paul Gaultier, between Samsung Galaxy mobile phones and American fashion brand Thom Browne and between MAC, makeup cosmetic brand from US and Wonder woman, representative heroin of DC Comics. With each of them, qualitative analysis on objectives, market responses and outputs of collaboration was performed. As the results of the analysis, it is more likely that a collaboration becomes successful in case that visual characteristics of Collaboratee, the subject culture, are suitably blended into the output of Collaborator, the hosted brand, in condition of maintaining its unique objectives.