상장지수펀드(ETF) 브랜드 아이덴티티 개발 및 인식 효과 연구

The domestic Exchange-Traded Fund (ETF) market has experienced rapid growth and intensified competition, leading to an increasing need for brand differentiation. Accordingly, this study analyzes how the establishment of brand identity in financial products, focusing on ETFs, influences investor perception and trust formation, and proposes effective brand development strategies. Through case analysis, nine domestic ETF brands were compared and analyzed, after which a brand requiring renewal was identified and three new brand concepts were developed. Subsequently, a survey of 100 general investors was conducted to examine perceptual effects across five evaluation criteria by comparing the new brands with the existing brand. The results showed that “PRIME” achieved the highest scores across all categories, confirming that the combination of superlative semantic meaning and a visual structure symbolizing upward movement and peaks enhances perceptions of professionalism and trust in financial products. In contrast, “HANARO” exhibited a relatively weak independent identity as an ETF financial product due to reliance on the parent group brand. This study empirically demonstrates that financial brand identity functions not merely as a visual expression but as a strategic medium that directly influences investor perception and trust. In particular, financial product brand design should convey the core values of growth, stability, and trust through structured visual language, enabling brands to establish visible trust and sustainable competitiveness in the financial market. These findings provide meaningful implications for future financial product rebranding strategies of asset management firms and investor-centered brand communication.