[Article] A Study on the Brand Design and Consumer Preference of Tteokbokki Brand

Ago people Tteokbokki favorite food is a syrnLol. Is formed near trillion a year market, currently the domestic Tteokbokki market to continue to grow more of Agriculture, Fisheries and Food predicted. Strategy to differentiate the brand and other Tteokbokki firms attempt was branded a rice cake, rice cake in the market in order to survive, many companies began to build. In this study, to learn about the logo design and brand personality on the relationship between brand differentiation Tteokbokki investigate the desi of the brand that consumers prefer rice cake. Brand logo brand of many documents the disclosure of information to the Fair Trade Conm]ission in 2010 based on the number of stores and sales of domestic rice cake brand were selected in order of the top five brands, including ahttal, olive rice cake, Jaws TteDkbokki, sintteok, international rice cake, rice cake to the center, were included in this study. Brand1s status and characteristics your Tteokbokki learn selected and tailored to women in their CFs, which is the main target Tteokbokki brands and brand personality, brand personality fit and Tteokbokki brand was measured. Study area, the metropolitan area of Seoul and Gyeonggi, Daegu and Gyeongsang-do province of, was not limited to women in their 20s, 104 peDple surveyed were included in this study. The results are as follows: First, the preferred brand of feminine brand personality and brand logo appears Tteokbokki showed matching and Tteokbokki brand by leveraging the brand personality, brand logo design, brand logo is a young creative, effective was Second, consumers experience the brand than consumers who do not experience brand affinity and brand awareness can nopahjindago Brand design and brand personality is an important factor, in order to increase brand of consumer preferences in the domestic market economy brand competitiveness that helped.

발행일 : 2013

발표지 : 조형미디어학. 16권 3호

페이지 : pp.21-30

발행기관 : (사)한국일러스아트학회