‘나이키(NIKE)’ 브랜드 정체성 유지를 위한 디지털 플랫폼 커뮤니케이션 디자인 사례 연구

초록

The proliferation of digital content platforms has fundamentally transformed the paradigm of brand communication. Social media channels such as Instagram and TikTok have reshaped the format and consumption of content, redefining how brands interact with consumers. In this evolving environment, maintaining a consistent brand identity across diverse platforms has become a critical challenge. This study explores how communication design contributes to sustaining brand identity in digital environments, focusing on Nike’s official Instagram content. Using Gillian Rose’s visual analysis framework, 78 Instagram posts were analyzed in terms of content structure, tone and emotion, color strategies, text and logo placement, and the elements of Kapferer’s Brand Identity Prism. In addition, in-depth interviews with Nike’s internal brand creatives were conducted to examine how organizational structures and brand philosophy are embedded in the design process. The analysis revealed that Nike strategically emphasizes the brand’s core identity-“performancedriven self-efficacy”—through intense performance visuals, high-contrast color schemes, and the consistent use of logos and concise slogans. Among the six prism elements, Personality and Self-image were the most dominant, supported by Culture, Physique, Relationship, and Reflection through visual and textual storytelling. These strategies enabled Nike to deliver emotionally resonant messages and maintain brand consistency in a platform environment where consumer attention is limited. The interviews further confirmed that Nike integrates its brand philosophy through a global creative system and collaborative organizational structure. This study has practical and theoretical implications in that it systematically analyzed how brand identity is formed through communication design in the era of digital content and clarified the visual design principles underlying such strategies. Future research may extend to comparative analyses across platforms and industries.

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