상품의 명품화 기획과 마케팅 전략: 서유럽 예술적 관점에서 본명품의 속성 분석

The Korean economy has achieved supreme high growth of their economic size extraordinarily last 50 years. Rare are, however, high brands and products of robust added value made in Korea. So, it is needed to search the second engine of economic growth for Korea. In this viewpoint, it is very needed to research of “being luxury brand strategy” of Korean commodities. The luxury brand strategy must to be approached at point of its planning stage. This study approached in viewpoint of artistic aspect not such as prior researches. So, this research suggested the luxury strategy not through the traditional SWOT analysis but through art. The Western Europe has held implicitly “Kalokagathia” that means aesthetic worldview and philosophy since 15th centuries. This study researched intuition and index of artistic senses for the luxury brand strategy and application of artistic commodities. The Hyundai Credit Card was analyzed for the case study of this research. Specifically, the Card was analyzed in viewpoint of artistic aspect in related with the Renaissance, the Baroque, the Classicism, the Romanticism, and the Impressionism for development of luxury brand. In results, the luxury brand strategy would be successful in condition of routinization and generalization of personal artistic possession in product attributes. The brand based on not price but on value would shine its own meaning in condition of taking the historical art movements on.