- Volume 16 Issue 9
Korean biopharmaceutical industry is a high value-added industries of the country as a key business strategy of the country. The overseas market is accelerating rapidly due to drug demand according to population aging, new drug R&D investment performance visualization, changes in biopharmaceutical R&D center, strategic foreign technology exports, and the active support of government. Therefore, the domestic pharmaceutical companies also should enhance the competitiveness as global pharmaceutical companies and need to build the image of their own company that can be trusted by consumers. This study compared and analyzed visual characteristics shown in the CI symbol mark and age-specific preferences of domestic pharmaceutical companies recognizing the importance of CI as a marketing tool. As a result, preference for the symbol mark had been shown to be significantly higher preference of the old logotype as the age group is higher being proportional to awareness. In addition, the picture-type symbol mark was totally preferred rather than the word mark. Among the picture-type symbol mark, the form of the nature was strongly preferred rather than abstract form. The company also requires a sense of responsibility for recognizing changes in the mass to the globalization. It is hoped that this study will help to develop symbol mark direction as the basis for the identity strategies to improve the image of domestic pharmaceutical companies with global competitiveness.
- 김주용, 2016년 제약.바이오산업 전망, 키움증권 리서치센터, 2015.
- 김이나, 심볼마크의 조형변화와 시각적 단순화에 관한 연구, 건국대학교 대학원, 석사학위논문, 2014.
- 단교교, 여성화장품브랜드 심벌마크의 시각표현에 따른 브랜드인지도에 관한 연구, 중앙대학교 대학원, 석사학위논문, 2013.
- 주혜영, "국내 기업 심볼마크 형태와 색채의 시대적 흐름," 디자인학연구, 제102호, Vol.25, No.3, pp.189-191, 2012.