KR20230131757A - Method, system and non-transitory computer-readable recording medium supporting brand design - Google Patents

Abstract

According to one aspect of the present invention, a method for supporting brand design, comprising: obtaining first response information and second response information of at least one user corresponding to a first query and a second query, and the obtained first response information 1. A method comprising determining first analysis information about the at least one user by referring to response information and second response information, and determining second analysis information about the target company by referring to the first analysis information. This is provided.

Description

Method, system and non-transitory computer-readable recording medium supporting brand design {METHOD, SYSTEM AND NON-TRANSITORY COMPUTER-READABLE RECORDING MEDIUM SUPPORTING BRAND DESIGN}

The present invention relates to methods, systems, and non-transitory computer-readable recording media that support brand design.

Recently, the trend in the consumer market is changing from the marketing era to the branding era. In other words, the brand that was used in the past to distinguish between the company and its competitors' products is now a source of income for companies and a means of expressing its value to consumers, making marketing unnecessary.

In addition, the brand, which was a narrow concept that previously meant a trademark for a product, is gradually expanding its scope to a broad concept that includes products, services, retail stores, media, and even people, and is a company that survives in a rapidly changing market environment. To achieve this, there is a need to create a brand that can satisfy various corporate stakeholders, including consumers.

Meanwhile, in order to create a brand like the above, not only must it acquire market power to avoid price competition with market competitors, but it must also significantly reduce the time and cost of marketing by forming a firm identity for the brand, and recreate it as profit, You must be able to attract loyal customers by imprinting your brand image on them.

In particular, the formation of brand identity (BI) can be said to be a key component of branding. Brand identity is a representation of the meaning the brand seeks to express and the promise the company owner gives to customers. During the branding process, the brand identity may be formed by reflecting only the opinions of the company's owner, but the issue of whether the understanding of the company's brand matches that of the members who will lead the company from a long-term perspective can be directly related to the company's potential for continued growth. Therefore, it is desirable for brand identity to be formed by considering the opinions of company members.

Accordingly, the present inventor(s) obtains first response information and second response information of at least one user corresponding to the first query and the second query, and refers to the obtained first response information and second response information. We propose a technique for determining first analysis information about at least one user and determining second analysis information about a target company by referring to the first analysis information.

Korean Patent Publication No. 10-1106454 (2012.01.19)

The purpose of the present invention is to solve all the problems of the prior art described above.

Another purpose of the present invention is to support the establishment of a branding strategy by identifying the tendencies of the target brand pursued by members of the target company based on analytical psychology.

In addition, another purpose of the present invention is to diagnose a style suitable for a target brand based on the preferences of members of the target company for the CI logo type or BI logo type of various industries.

A representative configuration of the present invention to achieve the above object is as follows.

According to one aspect of the present invention, a method for supporting brand design, comprising: obtaining first response information and second response information of at least one user corresponding to a first query and a second query, and the obtained first response information 1. A method comprising determining first analysis information about the at least one user by referring to response information and second response information, and determining second analysis information about the target company by referring to the first analysis information. This is provided.

According to another aspect of the present invention, there is a system for supporting brand design, comprising: an information acquisition unit for acquiring first response information and second response information of at least one user corresponding to a first query and a second query; and An information determination unit that determines first analysis information about the at least one user by referring to the first response information and second response information, and determines second analysis information about the target company by referring to the first analysis information. A system including:

In addition, another method for implementing the present invention, another system, and a non-transitory computer-readable recording medium for recording a computer program for executing the method are further provided.

According to the present invention, it is possible to support the establishment of a branding strategy by identifying the tendencies of the target brand pursued by members of the target company based on analytical psychology.

In addition, according to the present invention, it is possible to diagnose a style suitable for a target brand based on the preferences of members of the target company for CI logo types or BI logo types in various industries.

1 is a diagram showing a schematic configuration of an entire system supporting brand design according to an embodiment of the present invention.
Figure 2 is a diagram illustrating in detail the internal configuration of a design support system according to an embodiment of the present invention.

The detailed description of the present invention described below refers to the accompanying drawings, which show by way of example specific embodiments in which the present invention may be practiced. These embodiments are described in sufficient detail to enable those skilled in the art to practice the invention. It should be understood that the various embodiments of the present invention are different from one another but are not necessarily mutually exclusive. For example, specific shapes, structures and characteristics described herein may be implemented with changes from one embodiment to another without departing from the spirit and scope of the invention. Additionally, it should be understood that the location or arrangement of individual components within each embodiment may be changed without departing from the spirit and scope of the present invention. Accordingly, the detailed description described below is not to be taken in a limiting sense, and the scope of the present invention should be taken to encompass the scope claimed by the claims and all equivalents thereof. Like reference numbers in the drawings indicate identical or similar elements throughout various aspects.

Hereinafter, several preferred embodiments of the present invention will be described in detail with reference to the attached drawings in order to enable those skilled in the art to easily practice the present invention.

Configuration of the entire system

1 is a diagram showing a schematic configuration of an entire system supporting brand design according to an embodiment of the present invention.

As shown in FIG. 1, the entire system according to an embodiment of the present invention may include a communication network 100, a design support system 200, and a device 300.

First, the communication network 100 according to an embodiment of the present invention can be configured regardless of communication mode, such as wired communication or wireless communication, and can be used as a local area network (LAN) or a metropolitan area network (MAN). ), and a wide area network (WAN). Preferably, the communication network 100 referred to in this specification may be the known Internet or World Wide Web (WWW). However, the communication network 100 is not necessarily limited thereto and may include at least a portion of a known wired or wireless data communication network, a known telephone network, or a known wired or wireless television communication network.

For example, the communication network 100 is a wireless data communication network, including WiFi communication, WiFi-Direct communication, Long Term Evolution (LTE) communication, 5G communication, and Bluetooth communication (Bluetooth Low Energy (BLE). It may implement, at least in part, conventional communication methods such as (including Bluetooth Low Energy) communication, infrared communication, ultrasonic communication, etc. For another example, the communication network 100 is an optical communication network and may implement at least a portion of a conventional communication method such as LiFi (Light Fidelity).

Next, the design support system 200 according to an embodiment of the present invention acquires first response information and second response information of at least one user corresponding to the first query and the second query, and obtains the obtained first response information and second response information. A function may be performed to determine first analysis information about at least one user by referring to the response information and second response information, and to determine second analysis information about the target company by referring to the first analysis information.

The configuration and functions of the design support system 200 according to the present invention will be discussed in detail through the detailed description below.

Next, the device 300 according to an embodiment of the present invention is a digital device that includes a function that can communicate after accessing the design support system 200, and is a smartphone, tablet, smart watch, smart band, or smart device. Any digital device equipped with a memory means and equipped with a microprocessor, such as glass, a desktop computer, a laptop computer, a workstation, a PDA, a web pad, a mobile phone, etc., and has computing power can be adopted as the device 300 according to the present invention. You can.

In particular, the device 300 may include an application (not shown) that supports the user to receive services according to the present invention from the design support system 200. Such applications may be downloaded from the design support system 200 or an external application distribution server (not shown). Meanwhile, the nature of this application may be generally similar to the information acquisition unit 210, information decision unit 220, communication unit 230, and control unit 240 of the design support system 200, which will be described later. Here, at least part of the application may be replaced with a hardware device or firmware device that can perform substantially the same or equivalent functions as necessary.

Configuration of the design support system

Below, we will look at the internal structure of the design support system 200 and the function of each component, which performs important functions for implementing the present invention.

FIG. 2 is a diagram illustrating in detail the internal configuration of the design support system 200 according to an embodiment of the present invention.

As shown in Figure 2, the design support system 200 according to an embodiment of the present invention includes an information acquisition unit 210, an information determination unit 220, a communication unit 230, and a control unit 240. It can be configured. According to one embodiment of the present invention, the information acquisition unit 210, the information determination unit 220, the communication unit 230, and the control unit 240 are programs, at least some of which communicate with an external system (not shown). It may be a module. These program modules may be included in the design support system 200 in the form of operating systems, application modules, or other program modules, and may be physically stored in various known storage devices. Additionally, these program modules may be stored in a remote memory device capable of communicating with the design support system 200. Meanwhile, such program modules include, but are not limited to, routines, subroutines, programs, objects, components, data structures, etc. that perform specific tasks or execute specific abstract data types according to the present invention.

Meanwhile, although the design support system 200 has been described as above, this description is illustrative and at least some of the components or functions of the design support system 200 may be used as a device 300 or a server (not shown) as needed. ) or may be included in an external system (not shown).

First, the information acquisition unit 210 according to an embodiment of the present invention may acquire first response information and second response information of at least one user corresponding to the first query and the second query.

The first query according to an embodiment of the present invention may include information for confirming the brand personality (BP) or brand identity (BI) of the target brand. Additionally, the second query according to an embodiment of the present invention may include information for confirming the style pursued and preferred by the target brand. Additionally, the first response information and the second response information according to an embodiment of the present invention may mean information about the survey results of at least one user corresponding to the above first query and second query, respectively.

Specifically, the first query according to an embodiment of the present invention includes a plurality of questionnaires, and the plurality of questionnaires may be composed of options corresponding to a plurality of human types classified based on analytical psychology.

More specifically, the first query according to an embodiment of the present invention is 7 questionnaires (e.g., Core value, Message, People, Voice, Drive) ), fear, and strategy), and the seven questionnaires are divided into 12 archetypes that distinguish human characteristics according to analytical psychology (for example, a pure person (Innocent), Sage, Explorer, Outlaw, Magician, Hero, Lover, Jester, Everyman, Creator, Each can be composed of 12 options corresponding to Ruler and Caregiver.

For example, the survey on core values includes the question ‘What is closest to the intrinsic value of our organization?’, with the option corresponding to a pure person being ‘Let’s restore happiness and joy from the essence of nature’, and the option corresponding to a wise person. ‘Knowledge will set us free’, the option corresponding to the explorer, ‘Adventure opens the door to a solution’, the option corresponding to the rebel, ‘Old customs are bound to be broken’, the option corresponding to the wizard, ‘All Dreams can come true', the option corresponding to the hero 'You must become strong to lead', the option corresponding to the lover 'Beauty and love are the greatest joys of life', the option corresponding to the clown 'Not fun' 'I can't work at a company', the option corresponding to an ordinary person, 'Let's be a reliable partner next to the customer', the option corresponding to the creator, 'Let's create something new that has never existed in the world', and the option corresponding to the ruler, 'Let's be the best.' It can include 12 options, such as 'Love begins with caring for those close to you', which is the corresponding option for the person taking care of.

In this way, by specifying the human type of at least one user through a plurality of questionnaires provided primarily according to an embodiment of the present invention, the target company can establish a strategy for establishing the personality or identity of the target brand. The effects contributed by members belonging to can be achieved.

In addition, the first response information of at least one user corresponding to the first query according to an embodiment of the present invention may be obtained with reference to information about a plurality of options selected by at least one user for a plurality of questionnaires. .

Specifically, the first response information according to an embodiment of the present invention may be obtained with reference to the weights reflected in a plurality of questionnaires.

For example, according to one embodiment of the present invention, 3 points were given to the survey on core values, 2 points were given to the survey about drivers and strategies, and 2 points were given to other surveys (i.e., surveys about messages, people, voices, and fears). Assuming that 1 point is given, the first response information may include scores corresponding to each of the 12 prototypes, and the above scores may be distributed from a minimum of 0 to a maximum of 11 points. Through this, it is possible to tally the scores corresponding to the 12 prototypes according to an embodiment of the present invention.

Meanwhile, the second query according to an embodiment of the present invention may be composed of options corresponding to CI (Corporate Identity) logo types or BI (Brand Identity) logo types of a plurality of industries. The CI logo type or BI logo type according to an embodiment of the present invention may mean a logo of a company or brand that can be expressed as a visual image.

More specifically, the second query according to an embodiment of the present invention is the logo of a plurality of companies or brands included in various industries (e.g., logos for Adidas, Melon, YBM, Air Jordan, Domino's Pizza, JTBC, etc.) It may consist of images related to.

Here, images related to the logos of a plurality of companies or brands according to an embodiment of the present invention may include tag information regarding color and style. Tag information about color according to an embodiment of the present invention may include information about color combination, hue, and brightness tagged in an image. For example, information about color combination is information about the composition and arrangement of colors included in the logo, and may mean information about single color, contrasting color, point color, similar color, etc. For another example, information about color is information about the type of color and may mean information about multicolor, blue, black and white, red, orange, etc. For another example, information about light saturation is information about color change and may mean information about complex light saturation, strong, bright, light, dark tone, etc.

In addition, tag information about style according to an embodiment of the present invention is information about the style tagged in the image, and may include information about typography, flat design, kitsch emotional design, negative space design, overlapping design, and art nouveau design. You can. For example, typography can refer to a style that designs and expresses the shape, arrangement, and placement of sheave fonts. As another example, flat design can refer to a two-dimensional design method that excludes complex graphic effects and uses simple colors and composition to enable intuitive recognition. As another example, kitsch emotional design can refer to a design method that uses popular or cultural icons. As another example, negative space design can refer to a method of conveying the identity of a company or brand implicitly and effectively using negative space. As another example, overlapping design can mean having a text box act as a border around letters, which has the effect of making the font and the name of the company or brand stand out from any type of background. As another example, Art Nouveau design borrows motifs from natural forms and is reminiscent of the shapes of plants such as grass or ivy, and can refer to a style expressed with flexible, fluid lines and organic graphics.

In addition, the second response information of at least one user corresponding to the second query according to an embodiment of the present invention refers to information about a plurality of images selected by at least one user for the logos of a plurality of companies or brands. can be obtained.

Specifically, the second response information according to an embodiment of the present invention may be obtained by referring to the color and style tagged in the CI logo type or BI logo type.

For example, according to one embodiment of the present invention, 10 images related to the logos of companies or brands in various industries may be selected by the user, and the second response information may be a tag related to the color and style included in the selected images. May contain information. Through this, by combining tag information about the color and style included in the image of the logo of 10 companies or brands according to an embodiment of the present invention, a ranking of the color and style of at least one user's preferred brand is obtained. can be decided.

In this way, by specifying at least one user's preferred style through images related to the logos of a plurality of companies or brands that are secondarily provided according to an embodiment of the present invention, a strategy regarding the style and color of the target brand is established. The effect can be achieved through the contributions of members belonging to the target company so that it can be established.

Meanwhile, the first query and the second query according to an embodiment of the present invention may be dynamically determined. Specifically, the questionnaire and options included in the first query according to an embodiment of the present invention and the images related to the logos of a plurality of companies or brands included in the second query may be modified or changed with reference to the opinions of managers or experts. You can.

Additionally, the first response information and the second response information according to an embodiment of the present invention may be dynamically obtained through a user-friendly user interface or user experience. For example, in the process of obtaining first response information according to an embodiment of the present invention, even if the user clicks the check box for the first option for one survey and moves on to the next survey, the user returns to the previous survey. It is possible to select the second option by selecting again the first option. Here, when options for all surveys included in the first query according to an embodiment of the present invention are not selected, a notification regarding whether to proceed may be provided to the user. In addition, when options for all surveys included in the first query according to an embodiment of the present invention are selected, a notification regarding confirmation may be provided to the user, and a first response may be provided in response to the user confirming the result. Information can be obtained.

For another example, in the process of obtaining second response information according to an embodiment of the present invention, images of about 500 companies or brands may be provided in a scroll format. Here, according to an embodiment of the present invention, images can be selected and canceled through a user's click, and a user interface (for example, a user interface indicating the number of selected images) that changes dynamically according to the user's selection is provided. can be provided. Additionally, when 10 images are selected according to an embodiment of the present invention, a notification regarding confirmation may be provided to the user, and second response information may be obtained in response to the user confirming the result. However, the number of images related to a company or brand provided according to an embodiment of the present invention and the number of images selectable by the user are not limited, and may be changed in various ways within the scope of achieving the purpose of the present invention. You can.

Next, the information determination unit 220 according to an embodiment of the present invention may determine first analysis information about at least one user by referring to the obtained first response information and second response information. The first analysis information according to an embodiment of the present invention is information analyzed about the brand personality and preferred style of at least one user, and is analysis information about the first response information (e.g., ranking of a plurality of prototypes, corresponding Information on core values, main values, and related brands corresponding to the prototype) and analysis information on secondary response information (e.g., classification ranking and overlap rate of colors and styles, related brands corresponding to styles, color combinations) Information on duplicate tag ranking, duplicate tag ranking regarding brightness, duplicate tag ranking regarding color, etc.) may be included.

Specifically, the first analysis information according to an embodiment of the present invention may be determined based on ranking information regarding the first response information and the second response information. Ranking information according to an embodiment of the present invention may mean information about the ranking determined by considering the scores or frequencies of elements included in the first response information and the second response information.

For example, the first analysis information according to an embodiment of the present invention includes scores corresponding to each of a plurality of human types (e.g., 12 archetypes) classified based on analytical psychology included in the first response information. It can be determined by referring to the considered ranking information.

As another example, the first analysis information according to an embodiment of the present invention may be determined with reference to ranking information considering the overlap of colors and styles included in the second response information.

More specifically, the first analysis information according to an embodiment of the present invention may include information about the human type according to the ranking determined to have the highest score from the first response information, and the highest tag frequency from the second response information. and information on color and style according to the ranking in which the overlap rate is judged to be high.

Additionally, the information determination unit 220 according to an embodiment of the present invention may determine second analysis information about the target company by referring to the first analysis information. The second analysis information according to an embodiment of the present invention is information analyzed regarding the brand personality and preferred style of the target company by combining the first analysis information about at least one user belonging to the target company. It may further include information on the target company's branding and communication strategy and mood board derived by synthesizing the first analysis information about at least one user.

Specifically, information about the branding and communication strategy according to an embodiment of the present invention is information about the direction in which the target company should communicate externally with customers and internally through communication with members belonging to the target company. It can contain information about the direction to take. In addition, information about the mood board according to an embodiment of the present invention includes the logo of a company or brand similar to the ranking information about color and style determined by combining the first analysis information about at least one user belonging to the target company. It may include information about.

For example, if the top human type derived by synthesizing the first analysis information on members belonging to the target company according to an embodiment of the present invention is Explorer, information on branding and communication strategy It can include information about how to communicate externally with customers without fear and a bold attitude, and information about how to encourage challenges among members internally. For another example, the first rank of style and color derived by synthesizing the first analysis information on members belonging to the target company according to an embodiment of the present invention is typography, single color, blue series, and complex name by element. In the case of saturation, information about the mood board may include information about the logo of a similar company or brand (e.g., Genius Textbook, AUTOPLUS, etc.).

Meanwhile, the first analysis information and the second analysis information according to an embodiment of the present invention may each be visualized and provided to the user.

For example, the first analysis information according to an embodiment of the present invention may be provided by visualizing information on the top three prototypes and information on the top four colors and styles according to ranking information. In addition, the second analysis information according to an embodiment of the present invention includes information on each prototype according to ranking information derived by combining the first analysis information on members belonging to the target company, information on color and style, branding and Information about communication strategies and mood boards can be visualized and provided. Additionally, the second analysis information according to an embodiment of the present invention may be visualized and provided so that the first analysis information for each at least one user belonging to the target company can be confirmed.

However, the number of circles, colors, and styles included in the first analysis information visualized according to an embodiment of the present invention is not limited, and may be changed in various ways within the scope of achieving the purpose of the present invention.

Next, the communication unit 230 according to an embodiment of the present invention may perform a function that enables data transmission and reception from/to the information acquisition unit 210 and the information determination unit 220.

Lastly, the control unit 240 according to an embodiment of the present invention may perform a function of controlling the flow of data between the information acquisition unit 210, the information determination unit 220, and the communication unit 230. That is, the control unit 240 according to an embodiment of the present invention controls the data flow to/from the outside of the design support system 200 or the data flow between each component of the design support system 200, thereby forming an information acquisition unit. (210), the information determination unit 220, and the communication unit 230 can each be controlled to perform their own functions.

The embodiments according to the present invention described above can be implemented in the form of program instructions that can be executed through various computer components and recorded on a computer-readable recording medium. The computer-readable recording medium may include program instructions, data files, data structures, etc., singly or in combination. Program instructions recorded on the computer-readable recording medium may be specially designed and configured for the present invention, or may be known and usable by those skilled in the computer software field. Examples of computer-readable recording media include magnetic media such as hard disks, floppy disks, and magnetic tapes, optical recording media such as CD-ROMs and DVDs, and magneto-optical media such as floptical disks. medium), and hardware devices specifically configured to store and execute program instructions, such as ROM, RAM, flash memory, etc. Examples of program instructions include not only machine language code such as that created by a compiler, but also high-level language code that can be executed by a computer using an interpreter or the like. A hardware device can be converted into one or more software modules to perform processing according to the invention and vice versa.

In the above, the present invention has been described in terms of specific details, such as specific components, and limited embodiments and drawings, but this is only provided to facilitate a more general understanding of the present invention, and the present invention is not limited to the above embodiments. Anyone with ordinary knowledge in the technical field to which the invention pertains can make various modifications and changes from this description.

100: communication network
200: Design support system
210: Information acquisition department
220: Information decision unit
230: Department of Communications
240: control unit
300: device

Claims (15)

As a way to support brand design,
Obtaining first response information and second response information of at least one user corresponding to the first query and the second query, and
Determining first analysis information about the at least one user with reference to the obtained first response information and second response information, and determining second analysis information about the target company with reference to the first analysis information. containing
method. According to paragraph 1,
In the acquisition step, the first query includes a plurality of questionnaires, and the plurality of questionnaires consists of options corresponding to a plurality of human types classified based on analytical psychology.
method. According to paragraph 1,
In the acquisition step, the second query consists of options corresponding to the CI (Corporate Identity) logo type or BI (Brand Identity) logo type of a plurality of industries.
method. According to paragraph 2,
In the acquisition step, the first response information is obtained with reference to the weights reflected in the plurality of questionnaires.
method. According to paragraph 3,
In the acquisition step, the second response information is obtained with reference to the color and style tagged with the CI logo type or BI logo type.
method. According to clause 5,
In the decision step, the first analysis information is determined with reference to ranking information considering the overlap of the color and style included in the second response information.
method. According to paragraph 1,
The first analysis information and the second analysis information are each visualized and provided to the user.
method. A non-transitory computer-readable recording medium recording a computer program for executing the method according to claim 1. As a system that supports brand design,
an information acquisition unit that acquires first response information and second response information of at least one user corresponding to the first query and the second query, and
Information for determining first analysis information about the at least one user with reference to the obtained first response information and second response information, and determining second analysis information about the target company with reference to the first analysis information. containing a decision part
system. According to clause 9,
The first query includes a plurality of questionnaires, and the plurality of questionnaires consists of options corresponding to a plurality of human types classified based on analytical psychology.
system. According to clause 9,
The second query consists of options corresponding to CI (Corporate Identity) logo types or BI (Brand Identity) logo types of multiple industries.
system. According to clause 10,
The first response information is obtained by referring to the weights reflected in the plurality of questionnaires.
system. According to clause 11,
The second response information is obtained by referring to the color and style tagged in the CI logo type or BI logo type.
system. According to clause 13,
The first analysis information is determined with reference to ranking information considering the overlap of the color and style included in the second response information.
system. According to clause 9,
The first analysis information and the second analysis information are each visualized and provided to the user.
system.

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