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Characteristics of Brand Extension and Brandscaping Strategy for F&B Store of Domestic and Foreign Fashion Brand
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국내외 패션 브랜드 식음료 매장의 브랜드 확장 및 브랜드스케이핑 전략 특성

논문 기본 정보

Type
Academic journal
Author
Kim ji in (서경대학교) Park Hae Shin (서경대학교)
Journal
한국공간디자인학회 한국공간디자인학회 논문집 한국공간디자인학회 논문집 제17권 제7호 KCI Accredited Journals
Published
2022.10
Pages
235 - 248 (14page)

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Characteristics of Brand Extension and Brandscaping Strategy for F&B Store of Domestic and Foreign Fashion Brand
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(Background and Purpose) This study aims to study brand extension strategies and brandscaping characteristics of domestic and foreign fashion brands, including domestic fashion brands that have not often been covered in past studies. This study’s purpose is as follows. First, it aims to analyze the F&B brand extension strategy of domestic and foreign fashion brands. Second, it aims to examine how the brand identity of the parent brand is implemented in the extended brand by analyzing the brandscaping characteristics of the parent brand and that of the extended brand. (Method) First, a theoretical review of previous studies on brand extension and brand scaping was conducted. Second, the scope of the research topic was determined through a literature review. Based on the search results of “Fashion Brand F&B” on Google, Naver, and Datum, relevant news and magazine articles published in the past three years were collected. Regarding the inclusion of foreign brands in the article—a foreign brand was only included when it had opened an F&B store in Korea. Third, a theoretical framework was established to analyze the collected cases based on a theoretical review, and conclusions were drawn through case analysis based on the frame. (Results) First, in terms of brand extension strategies, extended foreign brands mainly used the status and strength of the parent brand. Second, regarding the brandscaping strategies of the parent brand, brand image reinforcement accounted for the largest number of strategies in foreign brands. Many cases of extension of brand perception and consistent brand strategy were observed. Meanwhile, a consistent brand strategy was employed by most domestic brands. (Conclusions) The above result can be attributed to the high probability of reducing the risk of failure by opting for brand extension since foreign brands possess a solid reputation and credibility of the parent brand. Contrarily, it can be deduced that domestic fashion brands do not use extension strategies by using the status of their parent brands because such brands possess a relatively lower level of brand awareness, thus making the strategy less effective for brand extension. Since most foreign brands have adopted the extension strategy by utilizing the status of the parent brand, it can be observed that strengthening the connection of the extended brand with the parent brand can increase the success of brand extension, thus leading foreign brands to focus on brand reinforcement when brandscaping. Conversely, since most domestic brands did not utilize the status of their parent brand, it can be concluded that they can adopt a brandscaping strategy of a new extended brand more freely by sharing only brand value and concept aspects in a larger context, thus explaining why a consistent brand strategy was the most used strategy for brandscaping by domestic brands.
#브랜드 확장 #브랜드스케이핑 #브랜드 전략 #패션브랜드 #식음료 매장 #Brand Extension #Brandscaping #Brand Strategy #Fashion Brand #F& #B Store

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