경쟁력 있는 브랜드 시각 아이덴티티 구축을 위한 플렉서블 아이덴티티 적용에 관한 탐색적 연구
경쟁력 있는 브랜드 시각 아이덴티티 구축을 위한 플렉서블 아이덴티티 적용에 관한 탐색적 연구
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我想知道我想知道的 연구
DOI：
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发表时间：
2010
期刊：
影响因子：
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通讯作者：
김재범
中科院分区：
文献类型：
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作者：
황연희;김재범
This paper deals with how flexible identity can be applied in building competitive visual identity of a corporate/product brand from design perspectives. Flexible identity has recently been gaining recognition in the field of design research. Flexible identity refers to an identity that can be flexible to be in line with the changing situations over time. It is different from the traditional notion of identity that has emphasized the fixed nature of the tenn. Flexible identity can be explained on two fronts. to begin with, the term can be explained from consumer/user perspectives to reflect the ever changing needs/wants/tastes of the consumers especially in the age of affluence with a variety of products and services to be launched on the market with fast pace. Flexible identity can also be understood from firm perspectives to efficiently and effectively utilize various communication channels with consumers/users. After critically reviewing the literature on variety seeking in relation to the optimal stimulation level, we deal with the definition of flexible identity and the drivers of its emergence in the visual identity of corporate and product brand across industries, followed by the introduction of the cases of flexible identity.
