브랜드 이미지 강화를 위한 프랜차이즈 키즈카페 실내 공간 표현특성 연구

초록

Kids café is one of the most attractive places for kids and parents nowadays because both child care and leisure can be done at the same time. Kids café appeared in 2000’s but recently it is developing into the form of providing various programs as well as the place for playing. And it is growing quickly changing from the type of private café to the franchise system. Thus, Kids café is also at the time of recognizing the need to represent its brand image positively through the unique concept differentiated from other competitors. So this research investigates the interior space design elements used for enhancing the brand image of kids café which is expected to increase constantly and analyzes how much it is positive. This research is to provide the basic data about the elements represent inginterior space in order to enhance the brand image of kids café to be established in the future, and furthermore, it is to promote the space decoration through more creative brand image afterwards. The method is to study the theory about brand image and kids café using reference books, and after selecting the franchise café which is considered to have its own brand concept, I made the analysis framework and the checklist about the elements representing interior space and put together the result through sitevisit. This research investigates the exterior façade,interior space, interior design elements and experiential factors of franchise kids café, and it analyzes the elements representing brand image, the way of representing and the positiveness by extracting the items representing brand image through previousresearch. As a result of analyzing the elements representing brand image and the positiveness of franchise café,though the design elements which can enhance the brand image are various, the limited elements like logo,brand color and character are used mainly. It is considered that exterior façade or interior space needsto utilize positively the various and creative concep tstory which can enhance its brand image.

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