(연구배경 및 목적)본 논문에서는 시대적 흐름에 부합하는 브랜드 커뮤니케이션 공간을 제안하고자 한다. 이는 기업 차원에서는 기업 이미지를 제고하고 사회적 차원에서는 지역사회를 위한 복합 문화콘텐츠가 융합된 새로운 개념의 브랜드 뮤지엄 제공을 목적으로 한다. (연구방법)이에 본 연구에서는 브랜드 뮤지엄의 역할과 기능에 대한 포지션을 정립하고 키 메시지를도출하였다. 메시지를 바탕으로 체험 스토리라인, 관람 프로그램이 계획되었고 전시 매체와 공간 연출, 코너별 메시지를 세부적으로 기획하였다. 그리고 지역사회와 소통하고 교류할 수 있는 브랜드 뮤지엄의 역할과 접근성을 제고하였다. (결과)기업 이미지 제고를 위한 직접적인 홍보보다 문화,교육 프로그램이 융합된 브랜드 뮤지엄을 계획하여 지역사회에 질적 우수한 문화정보를 제공하고 기업 이미지도 함께 높일 수 있도록 구성했다. 향후 브랜드 뮤지엄이 활성화되기 위해서는 교육․문화의 질 높은 체험 프로그램에 대한 연구가 지속되어야 할 것이다.
(Background and Purpose)This study aims to enhance corporateimages at the corporate level, creating a brand communicationspace to meet the needs of the times. Furthermore, it proposes thedevelopment of a brand museum at the community level, whichwould be a cultural and educational complex designed to providehigh-quality cultural information and educational programs to localcommunities. (Method)This study establishes the role and functionof the brand museum and presents the key messages necessary fora successful brand museum. The concept, storyline, and experienceprogram of a brand museum are planned based on theaforementioned messages and the exhibition medium; the spacedesign and messages to be conveyed for each corner are alsoplanned. Furthermore, this study emphasizes the role andaccessibility of the brand museum as an institution that cancommunicate and engage with local communities. (Result)Thisstudy aimed to develop a brand museum that would disseminatehigh-quality cultural information to the public and localcommunities. Rather than enhancing a company’s corporate imageby conducting direct promotions, the brand museum would integratecultural and educational programs to enhance the corporate imagewithin a community. Building on this foundation, it is imperative tocontinue to study high-quality culture and education programs inorder to enhance brand museums in the future.
(Background and Purpose)This study aims to enhance corporateimages at the corporate level, creating a brand communicationspace to meet the needs of the times. Furthermore, it proposes thedevelopment of a brand museum at the community level, whichwould be a cultural and educational complex designed to providehigh-quality cultural information and educational programs to localcommunities. (Method)This study establishes the role and functionof the brand museum and presents the key messages necessary fora successful brand museum. The concept, storyline, and experienceprogram of a brand museum are planned based on theaforementioned messages and the exhibition medium; the spacedesign and messages to be conveyed for each corner are alsoplanned. Furthermore, this study emphasizes the role andaccessibility of the brand museum as an institution that cancommunicate and engage with local communities. (Result)Thisstudy aimed to develop a brand museum that would disseminatehigh-quality cultural information to the public and localcommunities. Rather than enhancing a company’s corporate imageby conducting direct promotions, the brand museum would integratecultural and educational programs to enhance the corporate imagewithin a community. Building on this foundation, it is imperative tocontinue to study high-quality culture and education programs inorder to enhance brand museums in the future.