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한국디자인문화학회 한국디자인문화학회지 디자인학연구집 제6권 제1호
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The consumption form of people is respectively different in abundance of material society. We can assume that consumption of material is changed into another form - the consumption itself has a symbolism; it means that consumption culture is changing from `functional consumption` focused on main functions of products to `taste consumption` focused on image or symbolism of products. For this `taste consumption,` something to be able to satisfy the symbolic value is needed, and from this point of view, the meaning of brand is further important. The modern consumption form, which makes the meaning of brand more important, may be regarded as a cause or result of social change. In this aspect, following problems must be important facts to understand a mutual relation between our life and brand; `What is the meaning of brand and how is it formed and changed?` `How does the brand relate to our life?` `How can people apply the symbolic meaning of brand to their lives?` This paper is to study the social and cultural symbolism of the meaning of brand, which is symbolic expression of an aesthetic form about product in addition to tool of profit creation and forms our tastes, emotion, and further people`s culture, on the basis of the above mentioned. In addition, this paper is to understand brand and culture as an `interrelated system` by examining how the symbolic meaning of brand does act to in people`s emotion and general culture in a new consumption form, and then to be a help for understanding social and cultural symbolism of brand by examining cultural phenomenon from interrelation of brand, culture, and symbol. Brand plays an important role in affecting various human senses and exchanging mentally people and things, by transferring message of how it should be used and experienced to receiver via things and image, unlike language communication through the communicating method of word sensed by sound sign and writings understood by visual sign. If you assume that the concept of communication means a `process interrelating with someone via media for intented result or purpose`. And the important thing in this communication process is intention of sender is transferred effectively to receiver by efficient sending process, the role of brand can be regarded as one of `nonverbal communication media` intended to induce consumption by transferring message to consumer or user in the view of communication concept. In the recent purchase tendency of consumer, the significant thing is that the consumption form has been changed into for their own identities prior to the utility of product. In this new consumption form, brand is considered to function as a medium to make their own identities like job, physical conditions, and language, to play a role as a symbolic meaning, which is set randomly according to the conscious need and concern of people. And consumers are to express their identities through these symbolic meanings. From a point of view the cultural thing involves all spheres of activities for life, we can say that brands play an important role in forming and recording culture, as they reflect our daily life itself and they are formed with the range and principles of culture and offer their nature of identities. The brand, therefore, which causes our emotions, shows symbolically public preference or taste and delivers a sort of message, may be considered itself `a cultural phenomenon`. Like this, the brand has `social and cultural symbolism`, which reflects the life style and makes that flow. Consequently, we have to recognize such a `social and cultural symbolism` of the brand and understand visual identity for that, not only as a means which have been recognized just as the subject of customer goods or image-making but also as a kind of cultural behavior that forms our culture as well as life.

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