BRAND BOOKNOV. 2016.

S M W U. P R A D.

.

- 1995 9 22.

- .

- L : .

- & .

(www.blog.naver.com/onoduo6)

-

(www.(www.facebook.com/dailyduck365)

X

.

?

(Kidult) (Kid) (Adult)

.

8 2,500 , 209

. .

.

.

. ,

. . . .

, .

.

INDEX

1PUBLISHERS NOTE

LINE APP. & STICKERMANIA

2BRAND TO ME

MARKETCUSTOMER

3INNER SPACE

BEHIND STORYHISTORYBIRTH OF FABLESTORE

4BRAND STORY

BRAND ELEMENTFIGUREINTERVIEWBRAND KNOWLEDGEBRAND POSITIONINGBRAND RESONANCE PYRAMID

5BRAND ANALYSIS

Publishers Note .

,

.

.

,

. ,

. .

.

, , .

, , .

. , .

. , . . .

, .

Brand To Me &

BRAND TO MEMANIA

,

. .

.

.

. , , ,

, .

. .

.

, ,

. .

,

. 2

.

. .

.

2016 9

BRAND TO ME

2016 3,

.

.

.

, ,

. 2

. .

. ~ .

.

,

,

. .

,

, .

.

.

,

.

INNER SPACEMARKET

01

1)

9

8.5

8

7.5

( : , 2015 )

2012 2013 2014

( : )7.5

8.3

9.0

.

9 ,

. 5

67% 10.8%

, 112%, 16.3%

. .

INNER SPACEMARKET

01

2-1) :

. OST

. ( , 2013)

2-2) :

. ,

,

, .

. .

INNER SPACECUSTOMER

01 ,

.

. . 2016 11

2 ,

. ,

.

CBBE .

. .

.

INNER SPACECUSTOMER

02

# #

.

,

.

13,329 13,329

,

4,686 .(2016.11.)

# #

,

.

.

BRAND STORYBEHIND STORY

01

.

. (, 2015) ,

.

. . - 2012.04.02.

! - 2012.05.02.

.

,

.

.

. .

.

.

. .

CCO

CCO .

,

.

.

. .

.

,

.

BEHIND STORYBRAND STORY

02

BRAND STORYHISTORY

5,

2011(1)

.

( )

.

2012(2)

.(Hello, Friendsin Tokyo)

.

.

2013(3)

.( )

2014(4)

.

.

.

2015(5)

.

.

.

.

(LAMY) .

2016(6)

, .

.

.

.

Brand StoryBIRTH OF FABLE

2011 10, .

.

.

.

.

.

.

BRAND STORYSTORE

200

3 .

, .

.

BRAND STORYSTORE

8 9

.

, .

.

BRAND STORYSTORE

13 27

.

, 1, 3 4 .

1 3.2 .

BRAND STORYSTORE1) 1-1)

1. . .

, . VR .1 2 .

. , .

,

. . 1

.

1 .

,

. 2 1

. 2 . 2

, . ,

. ,

, SNS

.

BRAND STORYSTORE1) 1-2)

.

, ,

.

BRAND STORYSTORE1) 1-3)

. & .

.

.

, .

.

,

.

. .

.

.

BRAND STORYSTORE1) 1-3)

. ,

, .

. ,

.

,

.

. .

.

LP .

BRAND STORYSTORE

2) GLOBAL TAX FREE

2

. , , , 4

.

.

.

,

.

BRAND STORYSTORE

3) VR

2 VR

VR

VR

VR .

VR

.

VR ,

. VR

.

.

2016 9 102016 10 9

2

4)

BRAND STORYSTORE

USA

COLOMBIA

WISMA ATRIA

Somerset

BRAND STORYSTORE4)

JAPAN &

KOREA

&

CHINA

&

Sino-Ocean

66

K11

Hubin Icerink Hubin Icerink

TAIWAN

Huashan 1914

MALAYSIA

IoI

THILAND

IoI

INDONESIA

Kelapa Gading

BRAND STORYSNS

1)

1-1)

SNS . , . 1 . .

,

, ,

,,

BRAND STORYSNS1) 1-2)

1

X

2

BRAND STORYSNS1) 1-2)

, ,

3

4

BRAND STORYSNS1) 1-2)

s EP 13. s EP 10.

(s )5

6

BRAND STORYSNS2) 2-1)

, .

, SNS . SNS .

2-2)

1

, , . . .

BRAND STORYSNS2) 2-2)

2

. . . .

. , .

, . , .

BRAND STORYGLOBAL

, . . 80% . .

, ,, , .

SNS . .

( )

MBC 1

BRAND STORYCOLLABORATION1)

: DiTODAY vol.201

. .

, ,

.

.

.

.

.

. .

.

. ,

, . , .

.

LINEFRIENS X ARABIA

BRAND STORYCOLLABORATION2)

, , ,, ,

+

,

+

1

, , ,,

2

3

BRAND STORYCOLLABORATION2)

, , ,,

+ +

+ , ,

4

5

BRAND STORYCOLLABORATION2)

3)

1100% 2 X 3 . .

7~800 . .

. .

: DiTODAY vol.201

6

, ,

()

, ,

,

7

3)

BRAND STORYCOLLABORATION

(ARK) ,

.

.

2030

.

2 9 9 2 9 9

.

3 .

(ARK)

(HELLO KITTY)

(Sanrio)

(Hello Kitty) .

(Hello Friends) ,

.

, ,

, .

1 3 1 3

, , SPA, ,

.

.

, ,

.

BRAND ANALYSIS

2(wordmark) = Text

(lettermark) = Initials

full name

(symbol) / (icon)

(Text and Symbol)

(Text Inside Symbol)

(LINE FRINEDS) . . .

1

Descriptive name Suggestive name Arbitrary name

/ / / / / /

(LINE FRIENDS) (LINE)

(FRIENDS) . Brand Na

me Spectrum Descriptive name ,

.

Masterbrand Endorsed Individual

Brand Name Architectures .

(LINE FRIENDS) Masterbrand . LINE

Master Brand, LINE FRIENDS, LINE GAME, LINE DECO

. Branded House .

BRAND ANALYSIS

3

8 8

. . .

.

4 17

., . .

4 27

. . .

BRAND ANALYSIS

3

10 6

. . . .

,

1 15

. . , .

9 21

. . .

BRAND ANALYSIS

3

2 14

. .

.( Behind Story )

6 15

. , .

, ,

3 12

. . .

BRAND ANALYSIS

3 25 ( )

, SNS . .

, . . .

, s .

3

BRAND ANALYSIS

3

Kim, t., Moon, J. H., & Sung, Y. (2015).Im not a banal brand but a real friend: The role of brand anthropomorphism in consumer-brand relationships

Paper Presented at the Annual Conference of the Association for Consumer Research in Hong kong.

(Social Presence)-

.

BRAND ANALYSISFIGURE

1

01

02

03

04

05 limited deition

01

02

03

04

05

01

02

03

04

05

: 2016-10-27 ~ 2016-11-27 / :

.

2 5 .

2015

.

, .

: 2015 / :

2015

, ,

.

,

.

,

.

BRAND ANALYSISFIGURE

2

37%

35%

23%

SNS

: 2015 / :

,

(37%) SNS(35%)

. SNS

, SNS .

. SNS

.

: 2015 / :

( : , )

12,000

10,000

8,000

6,000

4,000

2,000

.

.

,

.

.

, ,

.

.

BRAND ANALYSISFIGURE

3

1,000

5 1,000 .

.

: SEC,

20162015

23.8%23.0%

42.9%

35.5%

29.7%

35.5%

3.6%6.0%

. 1 .

. 70%

.

,

. ,

. 20%

, .

.

.

,

.

. ( : )

BRAND ANALYSISINTERVIEW

, !

23

! ? Q

, .

.

. .

,

! . ,

.

. . . .

, .

,

.

,

. ,

. .

.

.

?

A

Q .

, , , , , ,

, , , USB, ,

.

A

BRAND ANALYSISINTERVIEW

?Q

24 . .

.

.

.

?

. .

A

Q ?

A . . , . .

,

. !

BRAND ANALYSISINTERVIEW

, !

22

, .

.

. , .

?

.

, , , ! .

! . 20 ~ 30 , . .

?

?

! .

BRAND ANALYSIS

1 (associative network memory model)

2

() .

= +

= +

( : brand recognition )

Q. ?

A. ( O) / ( X)

,

( : brand recall )

Q. ?

A. ( O) / (X)

BRAND ANALYSIS

1

IT

,

, 2015. 05. 26.,

182

.

.

.

( ) (Indirect competition)

BRAND ANALYSIS

2 (Poisitioning Map)

5

.

,

.

,

.

.

..

,

.

20

10 ~ 20 10 ~ 20

20

BRAND ANALYSIS

5

(, , )

,

1

.

.

.

2

.

.

BRAND ANALYSIS

2

20

. .

.

.

KAKAO FRIENDS

20

. .

.

LINE FRIENDS

1BRANDS

LINE FRIENDS CUTE CHUBBY CHARACTER

Emotional modifier Descriptive modifier Brand function

X

.