Abstract
This study started from the need for a study that needs to look holistically from the design thinking base in order to establish innovative branding as a branding process for new value creation in the era of digital transformation. The purpose of this study is to propose branding framework and process by utilizing the design thinking of an innovative approach that can build innovative branding as a strategic tool as a strategic tool in accordance with the changes of the era in which humans and technology coexist. Therefore, this paper attempted an exploratory study through case studies and expert interviews of qualitative research within the scope of research focusing on the expansion of brand experience that conveys brand identity in the innovative branding process.
The research results and contents are as follows First, in order to consider the necessity of innovative branding, a theoretical study was conducted through precedent research on changes in the digital transformation era, innovative branding, and design thinking. Second, through the case of innovative companies, an exploratory research process was conducted to identify the influence relationship between the elements of design thinking-based innovation and the elements of brand experience, and to seek the development direction of the framework. Third, based on the previous exploratory review of the framework, innovative branding based on design thinking was proposed as a conceptual framework. Fourth, the usable process of the proposed framework was summarized into the first stage brand identity and the second stage brand experience, and application examples were presented to increase the usability of the research results.
Based on these research results, it is expected that innovative branding framework and process proposal that considers human, technology, and business perspectives holistically based on design thinking in the context of innovation can be used as a convergence tool that can be implemented in practice.
The research results and contents are as follows First, in order to consider the necessity of innovative branding, a theoretical study was conducted through precedent research on changes in the digital transformation era, innovative branding, and design thinking. Second, through the case of innovative companies, an exploratory research process was conducted to identify the influence relationship between the elements of design thinking-based innovation and the elements of brand experience, and to seek the development direction of the framework. Third, based on the previous exploratory review of the framework, innovative branding based on design thinking was proposed as a conceptual framework. Fourth, the usable process of the proposed framework was summarized into the first stage brand identity and the second stage brand experience, and application examples were presented to increase the usability of the research results.
Based on these research results, it is expected that innovative branding framework and process proposal that considers human, technology, and business perspectives holistically based on design thinking in the context of innovation can be used as a convergence tool that can be implemented in practice.
| Translated title of the contribution | A Study on the Convergence of Innovative Branding Framework and Process Based on Design Thinking in the Digital Transformation Era |
|---|---|
| Original language | Korean |
| Pages (from-to) | 73-94 |
| Number of pages | 22 |
| Journal | 한국과학예술융합학회 |
| Volume | 40 |
| Issue number | 2 |
| DOIs | |
| State | Published - 2022 |