브랜드 인식 차별화 측면에서의 프랜차이즈 커피전문점테이크아웃 컵 디자인분석

초록

Currently, franchise coffee shops have been seeing rapid growth. Although main customers of coffee shops were twenties in the past, now, different age groups of people such as from teenagers to sixties go to coffee shops, where become one of important cultural and community space. The researcher investigates the influences of the design of paper cups to take out from franchise coffee shops and consumers’ brand preferences. The researcher proposes the effective design of paper cups to take out of franchise coffee shops, which makes to improve brand preference through this research. The researcher explores the design of paper cups to take out from franchise coffee shops from 2005 to 2013 to achieve this aim. The main contents of the research are the observation of the precedent researches, expert interview, and case analyses. The design of paper cups of coffee shops might be utilized not only as the functionality to keep the taste and smell of coffee but as the medium (campaign, promotional event, company image). As the result, this research will suggest the possibility of the design of paper cups to take out from franchise coffee shops, as a tool to construct positive brand image. As a result, the researcher analyzes the design of paper cups to take out from franchise coffee shops and try to deduct the ideas how special cup designs affect to brand awareness differencing.

키워드