온라인몰 신유통 확장 아이덴티티가 브랜드 이미지에 미치는 영향 -모바일 웹 식료품 구매 중심으로-

The paradigm is changing to a new distribution trend that moves online and offline and breaks down its boundaries. This study defines online mall brands for grocery purchases as parent-brand. We compare and analyze the identity of a new retail brand extended at a parent-brand. It compared and analyzed the core identity of ‘Coupang & Rocket Fresh, E-Mart Mall & SSG Delivery, Market Curly & Saetbyeol Delivery, Homeplus & Direct Delivery’ parent-brand and new retail Expansion brands. We identify brand identity strategies through comparative analysis. For brand strategy objectivity, a survey of design experts and general consumers was conducted. The survey was conducted on a total of 150 people. According to the comparative analysis, the new retail expansion brand, which links the visual core identity of the brand, influenced the similarity with the brand, and among them, color was the most influential factor in each other’s connection. The extended brand design for the new retail service intuitively reflected the characteristics of the service and the expanded brand, which built a new image that was not seen in the parent brand, had a positive impact on the parent brand image.
Research shows that when a brand expands and develops a new retail trend, it properly links the color identity of the brand and proposes to build a new brand image suitable for the new retail service. We objectively verified that building a new brand image suitable for various environments across digital and offline, while continuing the reputation of a brand with core identity links, is an effective strategy suitable for new retail trends. Unlike the existing simple brand expansion strategy, we could see the need for a brand strategy suitable for the new media environment amid new distribution trends and accelerating competition. I hope this research will be a practical guide in the development strategy of existing brands’ expansion brands amid new distribution trends across on and off and fierce competition.