Earticle

초록

영어

Apartment, which has been used as a brand name of housing industry only for 6~7 years, was
now introduced in more than 200 housing industrial companies. Since the government announced
‘8.31 real estate unity policies’, the apartment market was transformed into the market for an end
user, and then the brands, which the customers prefer, were survived from the intense competition of housing market. The apartment brands pursuit to establish their image identities in competitive markets, and it became necessary to consolidate their brand image for optimistic brand image formation. The companies need a new communication method, which is fast and penetrates strongly, with unique brand identity to build good brand image efficiently.
The purpose of this research is to recognize the role and effect of color for the apartment brand
imaging of Domestic and to suggest a strategic source to use the communicational element of
apartment brand identity and colors as image creating source by comparing the differences of
colors of each brand.
The study of strategies and examples of apartment brand imaging formulation could expect to
build new color strategies for other brands that did not establish own brand image yet.

목차

Abstract 
 1. 서론
  1.1. 연구 배경 및 목적
  1.2. 연구 범위 및 방법
 2. 브랜드와 컬러아이덴티티
  2.1. 브랜드아이덴티티와 색채
  2.2. 색채의 역할과 기능
 3. 아파트 브랜드의 색채분석
  3.1. 삼성물산 ‘래미안'
  3.2. 롯데건설 ‘롯데캐슬’
  3.3. 대림산업 ‘e-편한세상’
  3.4. 대우건설 ‘푸르지오’
  3.3. GS건설 ‘자이’
 4. 분석결과 및 결론
 참고문헌

키워드

저자

• 김보연 [ Kim, Bo-Youn ]
• 박연선 [ Park, Yon-Sun ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  한국색채디자인학연구 [Journal of Korean Society of Color Design Studies]

• 간기

  연3회

• pISSN

  1975-6070

• 수록기간

  2005~2007

• 십진분류

  KDC 651 DDC 752