고객경험기반의 브랜드 아이덴티티 핵심가치 도출 프로세스 연구-치과용 저선량 영상진단 서비스를 대상으로-

Brand core value, guiding directions andfundamental standards for product/service marketingand communications is an important factor in the brandidentity design. Recently, with the whole industrytending to focus on customer experiences brand identityis doing so, and the deriving of brand core values mustbe developed to focus on customer experiences. To thisend, this study established two hypotheses -the brandis an important factor that plays a key role in theutilization and development of brand identity design andbrand value should be derived from the customerexperience not the objectives of the provider- and thensuggested a brand value deriving process which isbased on customer experience. To verify this process,it is applied on a dental imaging services and brand corevalue based on customer experience is derived. Unlikethe traditional way of brand core value deriving, whichfocuses on the producer’s purpose, this study shows astrategic framework for deriving brand core valuethrough customer experience. When the traditionalview of the brand values implies the features andbenefits of the product or service, the experiential brandcore value is an emotional message delivered tocustomers through the experience of the product ofservice. The low-dose imaging dental health careservices, showing high involvement of the customerexperience, selected to verify the framework andcustomer experiential value is derived through medicalsite visits, customer research and analysis. Based onthis experience, the deriving of brand core value basedon customer experience process is suggested.
Core value derived by this way is a service brandcore value of dental clinics that provide products orservices in such low-dose imaging equipment, so thatfirst, producers and suppliers can be provided a defaultvalue to establish a customer-based brand and second,provides a standard to determine and select brand corevalue which is the highest level of brand platform, andthird, at brand marketing and brand communications,provides a customer experience-based direction toenable consistent brand activity management.