| 요약2 |
Emotional consumption is establishing itself as a new consumption pattern in our society. New consumers, who come in contact with a variety of products and designs due to the change of today’s consumer environment, come to have a mature consumer attitude towards active, differentiated consumption. Accordingly, a company is putting emphasis on the strategy of being closer to consumers through brand image and the consequential symbolism, and building up a sense of fellowship with them rather than coming up to consumers through the product itself. Based on such a background, this study is to consider the understanding of emotional branding and its construction process in a bid to express the space with maximized brand image, and to extract the consequential expression characteristic while giving attention to the Flagship Store using emotional branding aiming for emotional value ?based consumption by means of self- congruency between brand and consumer away from one-dimensional space simply for sale. In addition, on the basis of the analyzed contents through Flagship Store types and space construction cases, this study examined the potential expected effect in time of the introduction of emotional branding into the upcoming Flagship Store, and presented its directivity.Conclusively, Flagship Store should be constructed with the space which can imprint differentiation from other brands on consumers’ mind by giving image to the emotional elements in brand identity. |