브랜드 강화를 위한 다(茶)류 패키지디자인 전략 연구 -태평양 설록차 사례를 중심으로- = Research on the Strategy of Package Design for Improving Brand of Tea Product -concentrating on case of Sulloc Cha produced by AMORE PACIFIC Co

다국어 초록 (Multilingual Abstract)

Many manufacturers have producted goods to the narrow market which are similar with each other in their function, price and shape. It is not only for keen competition and improvement the level of technology, but for enhancement the preference for new products according to the increase of consumers. With the oversupply like this, the brand plays an important role recognizing a good product when it is hard to emulate the performance of the product. So Design can be a core keyword in this situation. The moderns` interests in health and beauty cause the preference of health food and natural food, and there are lots of changes of food and beverage industries. The domestic market size of tea product has been increasing but, there are few products that can get trust in unique design and brand from the consumers. So as a front runner of product cultural point of view, we must stress the need for the competitive design and brand strategy. The unique and characteristic package design for herbal tea, based on sound market survey research and various data, will lead a large number of consumers and their repeated buying. Until lately, there are many designs copied from foreign ones or domestic leading company`s and it is called Me Too strategy. But PEPSI has not copied the red color of COCA COLA, its leading brand and has succeeded in differentiating by getting their own image with the opposite color blue. In this research, the unique package design for improving the competitiveness of brand power will be proposed and it can be compared with the famous coffee brand in the west. Also, the result of this research can be applied to gifts and souvenirs.