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요즘 가장 많이 뜨고 있는 존피터 백팩 브랜드에 대한 정보입니다.

The John Peters New York's design set the stage for industry standards and are copied by every fashion house in the world !

전 세계 가방의 Standard가 된 “존피터(John Peters New York)” 디자인

"When John Peters, the unwitting pioneer of the hippest container around,
founded his company in 1980, he didn't exactly picture Henri Bendel as the backdrop for his messenger bags, which range from $12 to 120. But as soon as high-end accessory designers like Prada and Helmut Lang turned to the streer for inspiration, Fifth Avenue establishments suddenly became his business.

A lifelong mountaineer, Peters used to make his own gear("Eastpak watched every move I ever made, "he claims), When he loaded up his VW Bug out West and landed in Manhattan, Peters asked the question, "Why can't city dwellers have the same high-tech features and closures as backpackers?"

In 1980, he applied Cordura Plus nylon to his shoulder-strap bags. Nowadays, he's justifiably paranoid when a customer comes to his East Village shop three days in a row, studies the new designs, and leaves empty-handed. Though he curses those who have capitalized on his design -- "They've already stolen my logo"-- he hasn't patented anything.

Ultimately he believes, with typical shaggy-climber humility, that his bags are "just functional." Indeed, aside from his varying shapes, closures, and colors(he's created some 400 patterns), Peters hasn't changed the basic formula from year to year. "I'm sticking with the same ballistic nylon I used back in 1983." At least they can't touch his fabric recipe. "Nobody knows my secrets," says the proud Vietnam vet."

METROPOLIS MAGAZINE / AUGUST/SEPTEMBER 1999
(courtesy : Jonathan Kantor)

"Backpacker John Peters' squarely utilitarian bags, as carried on Fifth Avenue by bike messenger-- and Henri Bendel" 



Bike Messenger들의 사랑으로 뉴욕 5번가,
뉴욕 최고의 명품관인 ‘Henri Bendel’에 서게 된 존피터 가방.

Now with his factory and design offices located near Woodstock, NY, Peters continues to design and produce the same high quality, American made classics as he has done for close to 3 decades, now under the label JOHN PETERS NEW YORK (EST. 1980).

He is also producing a special collection of bags under the label PETERS MOUNTAIN WORKS(EST. 1978).



존피터(John Peters)는 어느새 가장 앞서가는 가방의 개척자가  되었지만 1980년에 그의 회사를 설립할 때만 하더라도 뉴욕 최고의 명품관인 헨리 벤델에 그의 메신저백을 내걸지 않았다. 당시 그의 메신저백은 $12에서 $120 정도의 가격이었다. 그러나 프라다나 헬무트 랭 (Helmut Lang)과 같은 최고급 디자이너들이 영감을 얻기 위해 거리로 나오기 시작하면서 뉴욕 5번가는 그의 사업무대가 되었다.

등산을 좋아했던 존피터(John Peters)는 자신의 장비와 복장을 스스로 만들곤 했는데 이스트백(“Eastpak” )이 자신이 만들어온 디자인들을 늘 모방해 오는 점에 대해 불평해 왔다. 그가 맨하탄에 왔을 때, 존피터는 “왜 이곳 도시 사람들은 백팩커로서 모두 좋은 가방을 가지지 못했을까?”라는 의문을 제기하곤 했다.

존피터는 1980년에 “Cordura Plus nylon” 소재를 그의 숄더백에 적용했다. 요즘 John Peters는  그의 매장에 찾아온 손님들이 몇 일 내내 방문하여 새로운 디자인을 살펴보고는 빈손으로 떠나가는 것을 보면 서운해 할 만한 이유가 있다. 그는 그동안 그의 디자인을 바탕으로 돈을 벌기위해 상업화 하는 사람들에게 큰 도움을 주었지만, 정작 그는 자신의 디자인에 대해 법적인 보호를 받지 않아 결과적으로 그의 디자인을 모두 빼앗겼기 때문이다.

전형적인 등산가인 존피터는 궁극적으로 그의 가방이 기능적이다 라고 믿고 있다. 그는 이미 400개가 넘는 패턴을 만들어 왔음에도 불구하고. 디자인 모양, 재질, 색상 등에 있어서는 세월이 지나도 기본적인 형태에는 변화를 주지 않고 있다. “나는 1983년에 가방에 적용했던 같은 ballistic nylon 소재를 사용하고 있습니다.” 최소한 사람들은 John Peters의 가방 소재에 대해서도 따라오지 못하고 있는 것이었다.

백팩커인 존피터의 당당하고 실용적인 가방들은 이제, 자전거 메신저들로 부터의 인기를 바탕으로    뉴욕 5번가와 뉴욕 최고의 명품관인 헨리 벤델에서 판매하게 되었다.

존피터는 현재 뉴욕에 위치한 디자인 사무소와 공장을 통해 그가 30년 동안 만들어온 것과 같은 높은 퀄리티의 제품을 디자인 및 생산하고 있으며, 존피터뉴욕(JOHN PETERS NEW YORK)이라는 브랜드를 통해 출시되고 있다. ALL MADE IN NEW YORK.


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브랜드아이덴티티 개발과정

브랜드 아이덴티티 개념
‘브랜드 아이덴티티(Brand Identity)’라는 개념은 학자들이나 실무자들에게는 매우 복잡하고 혼란스러운 개념이다. 특히 브랜드 이미지, 브랜드 개성, 브랜드 요소 등의 용어와 어떻게 다른 것인지 정확한 구분을 해내기도 그리 쉬운 일이 아니다. 그리고 디자인 업계에서 사용하고 있는 BI(Brand Identity)라는 용어 또한 그 개념을 혼란스럽게 하기는 마찬가지다.

브랜드 아이덴티티라는 용어는 프랑스 HEC(Hautes Etudes Commerciales)의 마케팅 교수인 쟝 노엘 케퍼러(Jean-Noel Kapferer)에 의해서 사용되었다가 1996년에 UC버클리 경영학과 교수인 데이비드 아커(David A. Aaker)가 브랜드 아이덴티티 시스템을 제안하면서 실무적으로 많은 발전을 이루게 되었다.

브랜드 아이덴티티가 기업 입장에서 소비자에게 전달하고자 하는 것이라면, 브랜드 이미지는 소비자에게 형성된 것이라고 할 수 있다.
 
결국 기업이 브랜드를 통해 알리고자 하는 것이 100이라면 그 중 소비자가 이미지로 형성해 기억하고 있는 것은 50이 될 수도 있고, 10이 될 수도 있는 것이다.

그만큼 강력한 브랜드 이미지를 구축하는 것이 어렵다는 것을 알 수 있으며, 브랜드 아이덴티티 자체가 강력한 브랜드 파워를 보장해 주는 것은 아니라는 것을 알 수 있다


브랜드 아이덴티티에 관한 오해

우리 기업들에도 유행처럼 브랜드 아이덴티티에 대한 필요성이 크게 대두되어 왔다. 그래서 이것이 강력한 브랜드를 구축하기 위한 일종의 만병통치약(?)인 것처럼 인식되어 여기저기서 브랜드 아이덴티티란 이름 하에 프로젝트가 실시되어 왔다.
하지만 이에 대한 검증 작업 없이 여러가지 형용사 또는 이미지들의 나열로 그친 것이 사실이다.

가장 큰 오해 중 하나는 다트머스 대학 경영학과 켈러(Kevin Lane Keller) 교수가 사용했던 브랜드 요소(Brand Elements)와의 차이일 것이다.
그는 브랜드 인지도와 브랜드 연상을 강화시켜 주는 요소로 브랜드명, 로고·심볼, 캐릭터, 슬로건, 징글, 패키지 6가지를 들고 있는데 일부에서는 이러한 브랜드 요소를 브랜드 아이덴티티로 오해하는 경우도 있다. 하지만, 켈러 교수 역시 브랜드 요소는 단지 브랜드 아이덴티티 전체의 일부라고 강조한 것을 간과해서는 안된다.

두 번째 큰 오해는 광고 등 커뮤니케이션의 일관성을 유지하기 위해 사용된 비주얼 요소를 브랜드 아이덴티티로 간주하는 것이다. 대표적인 사례가 필립스가 광고에서 지속적으로 사용하였던 웨이브(Wave)일 것이다(그림).


글로벌 브랜드가 되기 위해서는 전세계적으로 동일한 이미지를 커뮤니케이션하는 것이 중요하다는 인식하에 많은 기업들이나 브랜드들이 이러한 동일한 비주얼을 커뮤니케이션에 사용해 온 것도 사실이다. 디자인 업계에서 BI라고 부르는 작업 또한 브랜드 아이덴티티 전체가 아닌 일부분이라고 할 수 있다.
브랜드 아이덴티티 플랫폼

지금까지 많이 언급된 브랜드 아이덴티티 관련 플랫폼은 두 가지다. 하나는, 케퍼러가 제시하는 브랜드 아이덴티티 프리즘(Prism)이고(그림 3-1), 다른 하나는 아커가 제시하는 브랜드 아이덴티티 시스템이다.

브랜드 아이덴티티 정의에 가장 충실하게, 보내는 쪽(발신자 ; 브랜드)과 받는 쪽(수신자 ; 소비자)으로 구분하여 설명하고 있는 것은 케퍼러의 프리즘 모델이다. 소비자가 브랜드를 통하여 얻게 되는 사회적인 투영(Reflection)과 내재적인 이미지(Self-image)까지 함께 설명하고 있다.

하지만, 이 모델의 단점은 구체적으로 브랜드 아이덴티티를 구성하는 요인들에 대한 보다 구체적인 설명이 미흡하다는 점이다.

이에 비해 아커의 브랜드 아이덴티티 시스템은 브랜드 아이덴티티를 핵심 아이덴티티(Core Identity)와 확장된 아이덴티티(Extended Identity)로 나누고 그 구성 요소로 제품, 조직, 개성, 상징 4가지를 포함시켰다. 이로 인해 얻게 되는 편익(Bene-fit)과 신뢰성, 소비자와 브랜드 관계는 브랜드 아이덴티티와는 별도로 설명하고 있다. 하지만 전체적인 브랜드 아이덴티티 시스템은 이 모든 것을 반영해 하나의 플랫폼으로 제시하고 있다.

아커 모델은 기존 브랜드 아이덴티티와 편익, 즉 가치제안(Value Proposition)을 구분하지 않았던 일부 시각에서 좀더 ‘브랜드가 소비자에게 전달하고자 하는 것’이라는 기본 개념에 충실하게 브랜드 아이덴티티를 별도로 분리한다.

개인적인 생각도 실제로 어떤 브랜드를 사용하면서 느끼는 기능적인 편익, 감성적 편익 등을 브랜드 아이덴티티에 포함시키는 것은 무리가 있다고 본다.

따라서, 브랜드 아이덴티티 개발 과정에서는 이런 가치 제안은, 고려는 해야 되겠지만 브랜드 아이덴티티를 확고하게 구축하는 것이 선결 과제라 하겠다.

브랜드 아이덴티티 구성

브랜드의 핵심을 파악하게 해주는 단일한 개념 브랜드 아이덴티티는 크게 핵심 아이덴티티와, 확장된 아이덴티티로 나눌 수 있다.

1996년에 아커는 제품, 조직, 개성, 상징의 4가지 구성요소가 응축되어 핵심, 확장된 아이덴티티가 된다고 했지만, 2000년 이후에는 여기에 브랜드 에센스(Brand Essence)라는 개념을 추가해 설명하고 있다.

그가 말하는 브랜드 에센스는 브랜드의 핵심을 파악하게 해주는 단일한 개념으로, 핵심 아이덴티티의 요소들을 한데 묶어주는 접착제며 모든 핵심 아이덴티티 요소들에 연결된 바퀴의 중심축이라고 정의하고 있다.

이런 브랜드 에센스의 전제조건은 고객이 공감해야 하며, 가치제안을 주도해야 한다는 것이다. 이 말은 브랜드 에센스 하면 바로 기능적 편익, 정서적 편익, 자아표현적 편익이 바로 떠올려져야 한다는 걸 의미한다. 예를 들어, 3M의 혁신(Innovation)은 바로 기능적 편익을 떠올리게도 하지만 기능적 편익을 강력하게 이끌어 혁신이라는 것을 느끼도록 해주는 것이다.

핵심 아이덴티티는 가장 크게 고려해야 할 것이 2가지인데, 하나는 시간에 관계없이 브랜드의 핵심이 되어야 한다는 것과, 다른 하나는 브랜드가 새로운 시장이나 제품에 투입될 때에도 가장 변함이 없을 것 같은 연상작용이라는 것이다.

두 번째 설명이 무엇보다 핵심 아이덴티티를 정하는데 중요한데, 새로운 시장과 새로운 제품에도 똑같이 위력을 발휘해야 하는 것이다.

예를 들어, 나이키는 최고의 운동선수, 높은 퍼포먼스(Performance), 운동을 통한 삶의 고양(高揚) 등이 핵심 아이덴티티며 나이키가 생산하는 모든 제품에서 동일하게 적용되는 것이기도 하다. 나이키 운동화를 신으면 운동을 못하던 사람도 잘할 것 같은 느낌이 바로 강력한 브랜드 아이덴티티를 구축한 노력의 결과라고 할 수 있다.

이에 비해 확장된 아이덴티티는 브랜드 아이덴티티의 모든 기능을 수행하기 위한 세부요소면서, 브랜드 아이덴티티의 구조(Texture)를 짜거나 완전하게 하기 위한 것이다.

시각, 청각으로 자극을 주는 것, 브랜드 개성, 제품 관련 속성, 특징 등은 모두 확장된 아이덴티티라고 할 수 있다.


브랜드 분자 구조
샘 힐(Sam Hill)과 크리스 레더러(Chris Lederer)는 「하버드비즈니스리뷰」에 발표한 글을 발전시켜 브랜드 분자 구조(Brand Molecule)라는 것을 발표했으며, 이는 브랜드 뿐만 아니라 다양한 영역에서 활용되고 있다.

브랜드 분자 구조는 단지 브랜드 아이덴티티를 구축하고자 사용한 것이라기보다는 다양한 브랜드가 존재하는, 브랜드 포트폴리오를 관리해야 하는 상황에서 사람의 기억 속에 어떤 브랜드, 또는 그 이미지의 크기가 어느 정도이며, 그 강도는 어떤지를 살펴보고자 하는 것이었다. 브랜드 이미지가 ‘브랜드 아이덴티티의 함축된 정도’라고 할 때 그 구조를 파악해 보기 위해서라도 브랜드 분자 구조는 유용하게 적용될 수 있다.

일본에서는 히토츠바시 대학의 이쿠츠 교수 등이 ‘콘텍스트 브랜드(Context Brand)’라는 용어를 만들기도 했는데, 문맥이나 환경 속에서 파악되는 브랜드 이미지를 분석하는 방법으로 제안되기도 했다.

이것은 브랜드가 독자적으로 존재한다기보다는 시장상황, 하위 브랜드 등 브랜드 체계, 브랜드 개성 등이 혼재된 환경 속에서 상호작용을 통해 만들어지기도 하며 성장한다는 것을 가정하는 것이다.

이런 브랜드 분자 구조의 효용성은 전적으로 소비자 관점에서 이를 파악하고 있다는 데서 나온다. 브랜드 아이덴티티가 기업, 즉 브랜드가 소비자에게 전달하고자 하는 많은 것들로 구성되어 있기 때문에 그 브랜드 아이덴티티가 잘 구축되었는지, 또는 소비자가 어떻게 인식하고 있는지에 대한 검증 작업은 크게 중요시되지 못했다.

우선 브랜드 아이덴티티를 어떤 형태로든 만드는 데 급급했기 때문에 성공 여부에 대한 측정, 향후 관리에 대한 부분은 소홀했던 것이 사실이다. 이에 비해 브랜드 분자 구조는 전적으로 소비자가 현재 브랜드에 대해 갖는 이미지를 분석하기 때문에, 역으로 브랜드 아이덴티티를 더욱 공고히 하기 위해 매우 필요한 작업으로 인식되고 있기도 하다.

하지만, 브랜드 분자 구조는 새롭게 태어난 브랜드에 대해 적용하기 어려운 측면이 있고, 시장 내에서 경쟁상황이 비슷한 경우에는 거의 엇비슷한 구조가 나와 그 차이를 구분지을 때 자의성이 많이 개입되는 단점도 있다. 그렇지만 브랜드 체계가 복잡한 경우에는 그 관계를 소비자 관점에서 파악할 수 있어 유용하기도 하다.

브랜드 포지셔닝

브랜드 아이덴티티를 구축하는 데 있어서 중요하게 고려해야 할 부분이 포지셔닝에 관한 것이다. 오랫동안 마케팅에서 STP(Segmentation, Targeting, Positioning)는 큰 관심을 끌었다. 여기서 포지셔닝은 마케팅의 성공에 매우 중요한 의미를 갖고 있기도 하다. 차별화일 수도 있는데, 경쟁사와 다른 위치를 갖는다는 것은 그만큼 경쟁력 측면에서 중요하다. 브랜드 아이덴티티는 브랜드 포지셔닝을 잘하기 위한 기초체력과도 같은 것이라 할 수 있다.

브랜드 포지셔닝을 세그멘트(분할), 타깃팅 후 찾는 방법도 있겠지만, 브랜드 아이덴티티의 구성요소 등이 어떻게 소비자에게 인식되고 있는지를 파악하고, 이를 바탕으로 강력한 브랜드 포지셔닝을 해 나갈 수 있다.

브랜드 포지셔닝은 크게 상징적인 포지셔닝과 기능적인 포지셔닝으로 나눌 수 있다. 구체적인 포지셔닝을 위해서는 브랜드 아이덴티티의 구성요소가 어떻게 소비자에게, 어떤 강도로 인식되고 있는지를 지속적으로 점검할 필요가 있는 것이다.

처음에는 기능적인 측면이 강조되었지만 나중에는 상징적인 측면이 강조되어 강력한 브랜드가 되어갈 때 브랜드 아이덴티티 구성요소간 관계를 면밀히 살펴봄으로써 관리해 나갈 수 있다.

브랜드 포지셔닝에서 중요한 것은 역시 목표지향적(Goal-directed) 포지셔닝일 것이다. 우리가 옛날 학창 시절에 소풍 갈 때를 생각해보면, 전날 밤 잠 못이루고 아침 일찍 김밥을 싸가지고 공원이나 유원지에 갔던 일을 기억할 것이다. 이때 소풍 때문에 이 모든 일들이 일어났으며, 따라서 우리는 이를 하나로 기억하는 것이다.

마찬가지로 어떤 브랜드가 ‘건강’을 강조한다면, 소비자가 건강이라는 목표를 달성하기 위해 신경 쓰는 것, 즉 먹을 것, 사야 할 것 등과 관련된 이미지를 강력하게 구축하기 위해 브랜드 아이덴티티도 그에 맞추어 개발되어야 한다.

그러기 위해서는 소비자가 느끼는 심층 의식을 깊이 있게 이해할 필요가 있고, 이와 더불어 브랜드 아이덴티티의 어떤 요소들이 그런 목표지향적 이미지를 구축하기 위해 묶여질 수 있는지를 파악해야 한다.

나이키의 브랜드 에센스는 뛰어남(Excelling)이다. 이 ‘뛰어남’이란 목표지향적 이미지를 구축하기 위해 핵심, 확장 아이덴티티가 굳건히 버팀목이 되고 있다고 할 수 있다.

미래 브랜드아이덴티티 개발



브랜드라는 것은 매우 복잡다기(複雜多岐)한 것만은 사실이다. 브랜드 아이덴티티 또한 그렇게 단순하지만은 않다. 향후 브랜드 아이덴티티 개발에서는 과거 비주얼적인 측면에서 청각적인 요소, 즉 징글, 슬로건 등의 중요성이 커질 것이다. 소리와 관련해서는 소닉(Sonic)이라고 하여 청각 분야의 연구가 다양하게 이루어질 전망이다. 아직까지 우리 나라는 전문적으로 다루는 사람이 많이 없기는 하지만 향후에는 더욱 발전할 것으로 보인다.

이와 함께 브랜드 아이덴티티 최적화(Maximization)의 문제가 중요하게 대두될 것이다.

점차 브랜드아이덴티티를 구성하는 어떤 요소를 조합하면 가장 큰 시너지를 낼 수 있을까에 대한 논의는 더 진전될 것이다. 이것은 업종별로, 또는 브랜드별로 가장 성공적인 조합이 있을 것이고, 이를 하나의 전범(典範)으로 하여 브랜드 아이덴티티를 구축해 나가는 노력들이 많아질 것이다. 최적화의 문제는 모든 구성요소의 유기적인 연결과도 관계가 깊다.

결국, 브랜드 아이덴티티는 브랜드 에센스를 키우는 궁극적인 작업이어야 하는데 브랜드 에센스를 정점(頂點)으로 각 구성 요소간 유기적인 연결이라는 문제는 매우 중요해질 전망이다.

향후 브랜드 아이덴티티의 성공 여부는 브랜드 에센스와 다른 구성요소간의 상호관계를 계량적으로 측정한 후에 판단해야 한다. 그래서 개인적으로는 다음과 같은 개괄적 브랜드 아이덴티티 플랫폼을 제안한다'

더 자세한 정보는 BDMI에서 확인 가능합니다. (WWW.BLUE-D.CO.KR)
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웹아이덴티티 구축  - 브랜드아이덴티티를 기반으로
글쓴이: 홍성민(www.blue-d.co.kr)

e비즈니스에 대한 기업의 관심은 어느 때보다 높다. 이와함께 e비즈니스를 가능하게 하는 사이트의 구성은 더욱 더 중요해질 수 밖에 없다. 이제는 인터넷 사이트조차도 단순한 도메인에서 브랜드로 인식되면서, 브랜드아이덴티티를 구축하는 문제는 특히 기업의 생존차원에서 주목받게 되었다. 

현재 많은 인터넷기업에서는 소비자에게 분산된 이미지를 전달하기 보다는 통일된 아이덴티티를 통해 고객의 방문을 유도하고 지속적인 경쟁력을 창출하려는 노력이 계속되고 있다. 우리는 종종 브랜드아이덴티티나 웹아이덴티티라는 용어를 쓰고 있지만 상당히 잘못 인식하고 있다. 실제로 많은 사람들이 브랜드아이덴티티나 웹아이덴티티를 단순히 "사이트를 디자인하는 일"로 국한시켜 생각하는 경우가 많다. 하지만 브랜드아이덴티티에 기반한 웹아이덴티티가 모호하면 강력한 브랜드를 구축하는 일은 요원해질 수 밖에 없다. 

그래서 통일된 아이덴티티의 구축은 기업성장의 원천이라고 할 수 있다. 

◆ 웹아이덴티티의 의미와 구성요소 
웹아이덴티티는 브랜드아이덴티티와 유기적인 관계를 가지고 있다. 강력한 브랜드아이덴티티를 구축하는 것은 결국 웹아이덴티티를 강력하게 구축하는 일과 같다. 

웹아이덴티티의 기본 전제는 브랜드아이덴티티의 이해에서 비롯된다고 할 수 있다. 
우선, 브랜드아이덴티티의 의미를 살펴 보면, 기업관점에서 소비자에게 연상시키려는 브랜드에 대한 기획된 연상· 의미의 집합이다. 
이와는 달리 브랜드이미지는 소비자의 연상작용에 의해 형성된 전체적인 인상의 집합이다. 즉, 브랜드아이덴티티는 소비자들이 느끼는 브랜드이미지와는 분명히 다르다. 아이덴티티(Identity)라는 말 속에는 실제로 여러가지 뜻이 내포되어 있다. 신분증명서와 같이 "본인임을 드러내는" 것으로 자신의 신원을 나타낼 수 있고, 나아가 정체성이나 개성을 나타낼 수도 있다. 그리고 "동일함"이라는 뜻으로도 사용된다. 

바로 언제나 똑같이 바뀌지 않고 유지된다는 뜻을 함축하고 있다. 우리는 어떤 사람이 마음이나 일을 자주 바꾸는 것을 보고 "조변석개(朝變夕改)"라고 표현한다. 모든 사람이 이러한 표현을 쓰게 된다면 그만큼 신뢰감을 얻지 못하고 있다고 해도 지나침이 없다. 브랜드도 고객의 신뢰를 잃으면 더 이상 생명력을 유지할 수 없다. 그렇기 때문에 오랫동안 브랜드의 생명력을 유지하기 위해서 견고한 브랜드아이덴티티의 구축과 지속적 관리는 매우 중요하다. 웹아이덴티티는 이러한 "브랜드아이덴티티를 바탕으로 특정 사이트가 가지고 있는 다양한 연상을 체계적으로 창조하고 유지하기 위해 필요한 사이트의 총체적인 연상 요소(elements)의 집합"이라고 정의할 수 있다. 

美 듀크대학 경영학과 켈러(Kevin Lane Keller)교수는 브랜드아이덴티티의 요소(elements)로 브랜드네임, 로고와 심볼, 캐릭터, 패키지, 슬로건, 징글, 패키지 디자인을 예로 들었다. 브랜드아이덴티티를 만들기 위한 재료는 그만큼 다양하다는 것을 알 수 있다. 웹을 기반으로 하는 브랜드아이덴티티는 이러한 구성요소에 유형의 제품을 포장하기 위해 필요한 패키지 디자인 대신 웹사이트 디자인이 포함되며, 웹사이트에 담기는 컨덴츠(내용)는 더욱 중요한 브랜드요소가 된다. 켈러는 "이러한 다양한 브랜드요소의 조합(mix)과 결합(match)이 중요하다"고 강조하기도 하였는 데, 실제적으로는 이 모든 브랜드요소가 브랜드아이덴티티를 구축하는 데 모두 필요하디기 보다는 전략적인 선택에 의해 취사선택되어 효과적인 아이덴티티를 구축하기 위해 이용되는 경우가 많다.  
그는 브랜드아이덴티티를 구성하는 브랜드요소 중에서 기업의 상황에 맞게 선택하여 사용하고자 할 때, 5가지 선택기준(criteria)를 제시하고 있다. 구체적으로 기억성(memorability), 의미성(meaningfulness), 전이성(transferability), 적용성(adaptability), 방어성(Protectability)이 이에 해당된다. 
또한 각 브랜드요소를 5가지 선택기준으로 살펴보면, 장단점이 존재한다. 인터넷 사이트에서는 처음 고객이 쉽게 떠올릴 수 있도록 하기 위해서는 e브랜드명과 슬로건이 중요한 역할을 하지만, 다른 요소는 한 브랜드에 대한 정보가 기억 속에 있는지 여부(재인: recognition)를 알도록 해주는 역할을 한다. 그리고 실제적인 e브랜드에 대한 연상을 불러 일으키기 위해 웹사이트디자인이나 컨텐츠를 기본적으로 생각할 수 있으나 슬로건이나 로고· 심볼, 캐릭터도 유용한 도구가 된다는 점을 알 수 있다. 


◆ 웹아이덴티티의 필요성 
웹아이덴티티는 인터넷을 기반으로 하여 급속히 성장하는 신경제(new economy) 상황에서는 그 중요성이 어느 때보다 높다고 할 수 있다. 
통일되고 총체적인 웹아이덴티티를 구축해야 하는 이유는 우선 치열해지고 있는 경쟁상황에서 경쟁우위(competitive advantage)를 지켜나가기 위해서다. 차별화된 이미지를 일관되게 구축하지 못하면 경쟁자의 도전을 받기가 쉽고, 강력한 이미지를 구축하지 못해 지속적으로 고객의 방문을 기대하기가 어렵게 된다. 
둘째, 내부적으로는 통일된 목표하에 웹아이덴티티를 구축하게 되면 장기적인 핵심역량(core compentency)을 강화할 수 있게 된다. 
동일한 목표와 통일된 아이덴티티는 빠르고 효율적으로 소비자에게 다가갈 수 있는 가장 중요한 인터넷 기업의 핵심역량인 것이다. 
셋째, 통일되지만 고객의 변화에 맞게 유연하게 대처할 수 있는 웹아이덴티티의 요구가 증가하고 있는 추세다. 
시대에 뒤떨어진 이미지나 더 이상 소비자의 마음을 끌어 들일 수 없는 브랜드요소는 궁극적으로 지금까지 구축한 브랜드파워마저 약화시키는 결과를 초래한다. 급변하는 사회와 고객의 원하는 바를 정확히 읽는 웹아이덴티티의 구축은 그만큼 절실하다고 할 수 있다. 
마지막으로 인터넷환경에서는 다양화되는 컨텐츠서비스만큼이나 그 내용 또한 천차만별이다. 아마존처럼 책, 인테리어, 장난감 등 서로 다른 이질적인 컨덴츠서비스를 제공하면서 강력한 브랜드를 구축하기 위해서는 하나의 통일된 이미지를 줄 수 있는 웹아이덴티티의 구축은 필수적이다. 

◆ 웹아이덴티티 구조 
美 버클리대학 하스경영대학원 데이비드 아커(David Aaker)교수는 브랜드아이덴티티 시스템을 제시하면서 제품으로서 브랜드, 조직으로서 브랜드, 개성으로서 브랜드, 심볼로서 브랜드라는 4가지 얼굴을 강조하였다. 
웹아이덴티티 또한 포괄적 구조하에서 인식할 필요가 있는 데, "브랜드아이덴티티를 통해 외부적으로 구현하고자 하는 총체적인 연상 집합"이라고 볼 때 아커 교수가 강조하는 바를 이해할 필요가 있다. 
웹사이트상에서는 유형의 제품을 보여주는 것이 아니기 때문에 컨텐츠서비스, 서버용량이나 기술력을 바탕으로 구현되는 속도나 편리성, 우수한 기능(시스템, 고객맞춤기능, 보안 등)과 같은 고유자산(Property)으로 대체하여 부를 수 있다. 
브랜드요소(brand elements)가 미시적인 관점에서 세부적인 개별항목을 나열할 것이라면, 아커의 브랜드아이덴티티 시스템은 사용상황, 사용자이미지, 고객-브랜드관계, 브랜드개성 등을 포함하는 거시적인 관점에서의 접근이라고 할 수 있다. 그러나 
이러한 전체적인 브랜드아이덴티티 시스템을 뒷받침할 수 있는 구체적인 실행 프로그램으로서의 브랜드아이덴티티 구조는 좀더 실무적으로 재정립될 필요도 있다. 브랜드요소를 각 사이트에 맞게 적용할 때 어떠한 순서대로 선택하여 사용할지 여부는 구체적인 브랜드아이덴티티 구축 프로세스를 정립한 후 가능하다. 
켈러나 아커가 제안한 브랜드아이덴티티 구축 모형은 병렬식으로 나열되어 정확한 구축순서와 경로가 나와 있지 않은 단점이 있어 실무적으로 적용하기는 어려움이 많은 것이 사실이다.   
가장 먼저 아이덴티티 구축을 위해 테마(theme)가 정해져야 한다. 테마는 브랜드아이덴티티를 통하여 전달하고자 하는 주된 내용이라고 할 수 있는 컨텐츠속성(context attribute)과 소비자편익(consumer benefit)을 고려하여 소비자에게 줄 수 있는 궁극적 가치를 말한다. 
다음으로 스타일(style)과 브랜드요소(elements)를 선택하게 되는 데, 스타일은 모양(shape), 색(color), 서체(typeface), 배치(arrangement)와 같은 시각적 요소와 음악의 고저, 속도, 강약에서 느껴지는 청각적 요소로 구성되어 있다. 스타일과 구성요소를 구분하자면 스타일은 브랜드아이덴티티의 테마를 표현하는 1차적인 요소라고 할 수 있고, 브랜드요소는 2차적인 요소라고 할 수 있다. 


◆ 웹아이덴티티 테마(Theme) 구조 
웹아이덴티티를 통일되게 구축하기 위해 기존에는 웹사이트를 기획하고 디자인하는 데 치중한 경향이 많았다. 
하지만 웹아이덴티티의 근간은 볼보의 안정(safety)같이 궁극적으로 소비자에게 제공할 수 있는 강력한 가치(철학)가 정립되어야만 웹사이트 디자인이나 컨텐츠가 브랜드파워를 키우기 위해 존재할 수 있게 된다. 
웹아이덴티티를 구축하는 데 있어서 테마를 설정하는 작업없이 최종적으로 소비자에게 보여지는 스타일이나 브랜드요소에만 집중하게 되면 강력한 브랜드를 키우는 것이 아니라 사상누각(砂上樓閣) 이 될 수 밖에 없다. 
웹아이덴티티의 구성의 원천인 브랜드아이덴티티 테마(theme) 구조는 우선 브랜드를 연상할 대 떠오르게 하고 싶은 내용으로 브랜드 Philosophy가 있으며, 우리브랜드가 궁극적으로 주는 가치라고 할 수 있다. 이러한 Philosophy는 경쟁자와 차별화되는 내용일 때 경쟁력을 갖게 되는 원천이 된다. 다음으로 Philosophy를 가능하게 해주는 브랜드의 능력인 핵심역량(Core Competency)이 필요하다. 
아무리 좋은 Philosophy라도 브랜드 능력이 이를 뒷받침해주지 못하면 강력한 브랜드아이덴티티와 웹아이덴티티를 구축하지 못한다. 
마지막으로 제품속성과 인식상 다른 브랜드의 제품과는 차별화된 편익을 제공해야 한다. 얼마나 적절한(relevant) 차별적 편익을 제공하느냐에 따라 브랜드아이덴티티 테마(theme)구조는 완성이 된다. 

◆ 웹아이덴티티의 확장 
우리가 형식적으로 알고 있는 브랜드아이덴티티는 단순히 머리 속에서 즉흥적으로 만들어질 때가 많다. 하지만 
서두에서도 말했듯이 브랜드아이덴티티에 기반한 웹아이덴티티 구축은 테마(theme), 스타일, 브랜드요소가 최적으로 구성되어 표출되었을 때 강력한 아이덴티티가 결정된다. 하지만 테마, 스타일, 브랜드요소는 웹아이덴티티를 구성하는 재료가 된다. 

아커의 준거틀을 좀더 확장시켜 보면 최근 브랜드아이덴티티에 기반한 웹아이덴티티는 단순한 테마나 디자인을 포함하여 고객과 브랜드사이의 관계, 브랜드개성, 조직연상, 사용자이미지 등도 중요하게 다루어진다. 컨텐츠내용 인터넷에서 제품은 바로 컨텐츠가 된다. 컨텐츠로 커머스(쇼핑, 경매, 금융 등), 커뮤니티(메일, 채팅, 클럽 등), 방송, 뉴스, 엔터테인먼트, 게임 등 다양한 내용이 포함된다. 상징내용 이미 사이트의 형태를 통일하고 색상을 통일화시켜야 한다는 것은 거의 기본적인 사항이라 할 수 있다. 
E * TRADE의 경우에는 청보라색과 연두색을 야후는 보라색과 노랑색 을 아이덴티티 색깔로 통일화시키고 있다. 
eBay나 다음(DAUM)처럼 보다 많은 색상을 아이덴티티 컬러로 사용하고 있는 브랜드도 있다. 
오프라인의 IBM는 "Big Blue"로 불려질 정도인 데, 인터넷사이트에서 이러한 "Big Blue"의 통일성은 계속 유지된다. 여기서는 브랜드 실무자들이 잘 모르고 있는 바이라인(byline)과 태그라인(tagline)에 대해서 점더 구체적으로 살펴보고자 한다. 

먼저, 브랜드명 아래나 위에 간결하게 적는 것을 바이라인이라고 한다. 브랜드명이 구체적으로 무엇을 뜻하는 지 바로 연상이 되지 않아 쉽게 이해해주거나 지향하고 있는 사업영역을 보충적으로 설명하고자 하는 경우에 유용하게 사용될 수 있다. 이와 함께 
우리에게는 징글(jingle)이나 슬로건(slogan)으로도 알려져 있는 태그라인(byline)은 바이라인과 달리 문장으로 표현되어 보다 구체적이고 차별적으로 브랜드를 인식시키게 된다. 태그라인은 단순히 말을 보기좋게 만드는 것은 아니다. 


우리가 반드시 알아야 하는 것은 태그라인은 기능적 편익(functional benefits)과 감성적 편익(emotional benefits)을 동시에 전달해주도록 만들어져야 한다는 것이다. 닷컴기업 중에는 아마존은 "세상에서 가장 위대한 선택", 다음은 "다음에서 만나자"라는 슬로건을, 야후는 짧은 운율이 있는 후렴구 요들인 "야후~~"라는 징글을 태그라인으로 사용하고 있다. 
미묘하게 기능적 편익과 정서적 편익을 잘 불러 일으키고 있다고 할 수 있다. 브랜드아이덴티티가 브랜드이미지로 전이되기 위해서 커뮤니케이션 단계에서 효과적인 방법을 사용하는 것은 바이라인이나 태그라인 같은 작은 부분에서부터 고려해볼 만하다. 조직연상 고객에게 재미있고 독특한 컨텐츠를 제공해주더라도 고객이 기업의 조직을 신뢰하지 못하면 많은 노력들이 공염불(空念佛)에 그칠 수 있다. 

네티앙이 초기의 어려움을 단기간에 극복하고 안정될 수 있었던 기반은 좋은 커뮤니티를 구축하여 고객의 만족을 꾀하기도 했지만 "네티켓" 운동을 주도적으로 펼치는 등 사회적으로 공감도를 형성하는 노력이 있었기 때문이다. 이렇게 사회적으로 의미있는 일을 하는 기업이라는 점을 지속적으로 부각하는 것이 브랜드파워를 높이는 데 매우 중요하다. 브랜드개성 사람의 성격처럼 브랜드가 가지는 성격을 말한다. 고객과 브랜드간에 얼마나 자신의 개성이 일치하는지는 중요하다. 웹사이트를 방문하면서 나의 개성과 동일시하거나 강력한 브랜드개성을 연상할 수 있으면 웹아이덴티티는 더욱 강력하게 구축될 수 있다. 

문화 · 가치내용 고객 전체에게 줄 수 있는 가치 중에서 문화적인 코드(code)를 찾아보는 것이다. 아이러브스쿨이 동문 등으로 모이기를 좋아하는 한국 사람들의 특징을 간파했기 때문에 짧은 시간에 사람들에게 깊이 인지되었다고 볼 수도 있다. 엽기라는 주제가 다양하게 쓰이는 것도 사람들 마음 속에 은연중에 내재되어 있는 하나의 문화 코드이기 때문이다. 특히, 인터넷에서 이러한 내재적인 문화 코드를 찾아내어 집중적으로 부각시키는 것은 강력한 브랜드아이덴티티를 구축하는 데 효과적인 방법이 될 수 있다. "한국을 대표하는" "개성표출의 장소" "중고품을 나누고자 하는" 등의 내용도 일부 닷컴기업 이 선점하여 활용하고 있는 문화 · 가치내용이기도 하다. 

사용자일치 강력한 브랜드아이덴티티는 결국 사용하는 사람이 누구인지에 따라 결정된다고 할 수 있다. 그래서 
사용하는 고객의 이미지를 반영(reflection)해보는 것은 우리가 간과하기 쉽기 때문에 주의가 필요하다. 사실 사용자를 제한적으로 규정하기는 어려운 것이 사실이다. 하지만 고객이 브랜드에 기대하는 이미지와 자신의 이미지가 일치한다면 강력한 브랜드로서성공가능성이 크기 때문에 브랜드와 사용자의 일치는 처음부터 고려해야 할 점이다. 사용자 이미지는 현재의 사용자가 될 수도 있지만, 미래의 사용자를 구체적으로 그려보는 노력을 끓임없이 할 필요가 있다. 이러한 이미지를 브랜드아이덴티티에 녹여내고, 사이트 디자인, 컨셉, 구체적인 표현물에 담을 때만이 고객의 뇌리 속에 강력한 브랜드이미지로 구축될 수 있다. 


사용자이미지는 다양한 형태의 모습이 될 수 있다. 하지만 사용자가 주는 이미지는 하나로 모아져야 한다. 이럴 때만이 강력한 브랜드를 구축할 수 있는 것이다. 자아일치 사용 고객의 내재적인(inward) 이미지를 그려보는 것이 그렇게 쉬운 일은 아니다. 우선 기업입장에서 고객이 내재적으로 가질 수 있는 이미지를 가정해보는 것이 중요하다. 라코스테(Lacoste)라는 브랜드는 실제 사용자들이 스포츠를 잘 하는 타입은 아니지만 내재적으로는 자신들이 스포츠클럽의 회원으로 보여지기를 원한다. 어떻게 보면 주위의 평가에 상당히 민감한 것이 요즘 고객들의 모습인 것만은 틀림없다. 인터넷환경에서도 마찬가지다. 실제 자신은 외부적으로 보일 때 소극적이고 내성적일 수 있지만 어떤 웹사이트에 들어와서 시간을 보내다 보면 적극적이고 활발한 성격으로 느낀다는 것도 브랜드아이덴티티와 웹아이덴티티를 구축하는 데 크게 중요한 요소가 된다. 

브랜드관계 고객과 브랜드사이의 관계를 규정하는 것을 말한다. 브랜드관계는 다양한 형태로 나타날 수 있는 데 이것을 구체적으로 형상화하는 노력을 다각적으로 기울여야 하겠다. 나이키는 보조자(endorsers)라는 고객과 브랜드사이의 관계가 강력하게 구축되어 있다. 그래서 나이키는 최정상급의 운동선수, 즉 마이클 조던, 안드레 아가시, 타이거 우주, 박찬호 등을 광고에 등장시켜 "최고선수와 함께 할 수 있는 기회를 제공하는" 보조자로 인식되고 있다. 야후나 라이코스 등은 "재미를 주는" 친구로 브랜드관계가 구축되어 있다. 

찰스스왑이나 E*TRADE처럼 전문적인 내용으로 조언을 주는 조언자가 있고, 아마존처럼 자신이 원하는 책을 쉽게 찾도록 도와주는 안내자로서의 브랜드관계를 구축할 수도 있다. 인터넷 환경에서는 고객이 사이트나 브랜드에 "얼마나 몰입(commitment)하느냐?"가 중요한 관건이 된다. 따라서 고객이 브랜드에 대해서 끈끈한 관계를 느끼고 자부심을 느끼게 해주는 것이 다른 무엇보다 최근 중요하게 인식되고 있다. 

◆ 웹아이덴티티의 구축 방향 
웹아이덴티티는 단순히 창조적 디자인의 표현만으로 구성되지는 않는다. 
디자인적 상징요소가 궁극적으로 변하지 않는 브랜드 가치를 제공하기 위해 이용될 때 강력한 웹아이덴티티는 구축된다. 
웹아이덴티티를 구축하기 위해서는 우선 브랜드아이덴티티의 테마(theme)을 설정하고 이에 맞추어 1차적 구성요소인 스타일과 2차적 구성요소인 브랜드요소(elements)를 조합해 나가야 한다. 
테마와 스타일, 브랜드요소의 일관성은 무엇보다 중요하게 고려되어야 한다. 스타일과 브랜드요소가 유기적으로 결합되어 최종적으로 하나의 가치를 제공하는 일이 웹아이덴티티 구축의 바른 길이라고 할 수 있다. 

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브랜드 아이덴티티란 무엇인가?
여기 BI의 정의 개발과정, 그리고 다양한 관련 지식 정보들을 소개합니다.

* 본 글내용은 BDMI 홍성민 대표님께 브랜드 아이덴티티 공식적으로 제공받은 자료입니다.

브랜드아이덴티티 개발과정

브랜드 아이덴티티 개념
‘브랜드 아이덴티티(Brand Identity)’라는 개념은 학자들이나 실무자들에게는 매우 복잡하고 혼란스러운 개념이다. 특히 브랜드 이미지, 브랜드 개성, 브랜드 요소 등의 용어와 어떻게 다른 것인지 정확한 구분을 해내기도 그리 쉬운 일이 아니다. 그리고 디자인 업계에서 사용하고 있는 BI(Brand Identity)라는 용어 또한 그 개념을 혼란스럽게 하기는 마찬가지다.

브랜드 아이덴티티라는 용어는 프랑스 HEC(Hautes Etudes Commerciales)의 마케팅 교수인 쟝 노엘 케퍼러(Jean-Noel Kapferer)에 의해서 사용되었다가 1996년에 UC버클리 경영학과 교수인 데이비드 아커(David A. Aaker)가 브랜드 아이덴티티 시스템을 제안하면서 실무적으로 많은 발전을 이루게 되었다.

브랜드 아이덴티티가 기업 입장에서 소비자에게 전달하고자 하는 것이라면, 브랜드 이미지는 소비자에게 형성된 것이라고 할 수 있다.
 
결국 기업이 브랜드를 통해 알리고자 하는 것이 100이라면 그 중 소비자가 이미지로 형성해 기억하고 있는 것은 50이 될 수도 있고, 10이 될 수도 있는 것이다.

그만큼 강력한 브랜드 이미지를 구축하는 것이 어렵다는 것을 알 수 있으며, 브랜드 아이덴티티 자체가 강력한 브랜드 파워를 보장해 주는 것은 아니라는 것을 알 수 있다


브랜드 아이덴티티에 관한 오해

우리 기업들에도 유행처럼 브랜드 아이덴티티에 대한 필요성이 크게 대두되어 왔다. 그래서 이것이 강력한 브랜드를 구축하기 위한 일종의 만병통치약(?)인 것처럼 인식되어 여기저기서 브랜드 아이덴티티란 이름 하에 프로젝트가 실시되어 왔다.
하지만 이에 대한 검증 작업 없이 여러가지 형용사 또는 이미지들의 나열로 그친 것이 사실이다.

가장 큰 오해 중 하나는 다트머스 대학 경영학과 켈러(Kevin Lane Keller) 교수가 사용했던 브랜드 요소(Brand Elements)와의 차이일 것이다.
그는 브랜드 인지도와 브랜드 연상을 강화시켜 주는 요소로 브랜드명, 로고·심볼, 캐릭터, 슬로건, 징글, 패키지 6가지를 들고 있는데 일부에서는 이러한 브랜드 요소를 브랜드 아이덴티티로 오해하는 경우도 있다. 하지만, 켈러 교수 역시 브랜드 요소는 단지 브랜드 아이덴티티 전체의 일부라고 강조한 것을 간과해서는 안된다.

두 번째 큰 오해는 광고 등 커뮤니케이션의 일관성을 유지하기 위해 사용된 비주얼 요소를 브랜드 아이덴티티로 간주하는 것이다. 대표적인 사례가 필립스가 광고에서 지속적으로 사용하였던 웨이브(Wave)일 것이다(그림).


글로벌 브랜드가 되기 위해서는 전세계적으로 동일한 이미지를 커뮤니케이션하는 것이 중요하다는 인식하에 많은 기업들이나 브랜드들이 이러한 동일한 비주얼을 커뮤니케이션에 사용해 온 것도 사실이다. 디자인 업계에서 BI라고 부르는 작업 또한 브랜드 아이덴티티 전체가 아닌 일부분이라고 할 수 있다.
브랜드 아이덴티티 플랫폼

지금까지 많이 언급된 브랜드 아이덴티티 관련 플랫폼은 두 가지다. 하나는, 케퍼러가 제시하는 브랜드 아이덴티티 프리즘(Prism)이고(그림 3-1), 다른 하나는 아커가 제시하는 브랜드 아이덴티티 시스템이다.

브랜드 아이덴티티 정의에 가장 충실하게, 보내는 쪽(발신자 ; 브랜드)과 받는 쪽(수신자 ; 소비자)으로 구분하여 설명하고 있는 것은 케퍼러의 프리즘 모델이다. 소비자가 브랜드를 통하여 얻게 되는 사회적인 투영(Reflection)과 내재적인 이미지(Self-image)까지 함께 설명하고 있다.

하지만, 이 모델의 단점은 구체적으로 브랜드 아이덴티티를 구성하는 요인들에 대한 보다 구체적인 설명이 미흡하다는 점이다.

이에 비해 아커의 브랜드 아이덴티티 시스템은 브랜드 아이덴티티를 핵심 아이덴티티(Core Identity)와 확장된 아이덴티티(Extended Identity)로 나누고 그 구성 요소로 제품, 조직, 개성, 상징 4가지를 포함시켰다. 이로 인해 얻게 되는 편익(Bene-fit)과 신뢰성, 소비자와 브랜드 관계는 브랜드 아이덴티티와는 별도로 설명하고 있다. 하지만 전체적인 브랜드 아이덴티티 시스템은 이 모든 것을 반영해 하나의 플랫폼으로 제시하고 있다.

아커 모델은 기존 브랜드 아이덴티티와 편익, 즉 가치제안(Value Proposition)을 구분하지 않았던 일부 시각에서 좀더 ‘브랜드가 소비자에게 전달하고자 하는 것’이라는 기본 개념에 충실하게 브랜드 아이덴티티를 별도로 분리한다.

개인적인 생각도 실제로 어떤 브랜드를 사용하면서 느끼는 기능적인 편익, 감성적 편익 등을 브랜드 아이덴티티에 포함시키는 것은 무리가 있다고 본다.

따라서, 브랜드 아이덴티티 개발 과정에서는 이런 가치 제안은, 고려는 해야 되겠지만 브랜드 아이덴티티를 확고하게 구축하는 것이 선결 과제라 하겠다.

브랜드 아이덴티티 구성

브랜드의 핵심을 파악하게 해주는 단일한 개념 브랜드 아이덴티티는 크게 핵심 아이덴티티와, 확장된 아이덴티티로 나눌 수 있다.

1996년에 아커는 제품, 조직, 개성, 상징의 4가지 구성요소가 응축되어 핵심, 확장된 아이덴티티가 된다고 했지만, 2000년 이후에는 여기에 브랜드 에센스(Brand Essence)라는 개념을 추가해 설명하고 있다.

그가 말하는 브랜드 에센스는 브랜드의 핵심을 파악하게 해주는 단일한 개념으로, 핵심 아이덴티티의 요소들을 한데 묶어주는 접착제며 모든 핵심 아이덴티티 요소들에 연결된 바퀴의 중심축이라고 정의하고 있다.

이런 브랜드 에센스의 전제조건은 고객이 공감해야 하며, 가치제안을 주도해야 한다는 것이다. 이 말은 브랜드 에센스 하면 바로 기능적 편익, 정서적 편익, 자아표현적 편익이 바로 떠올려져야 한다는 걸 의미한다. 예를 들어, 3M의 혁신(Innovation)은 바로 기능적 편익을 떠올리게도 하지만 기능적 편익을 강력하게 이끌어 혁신이라는 것을 느끼도록 해주는 것이다.

핵심 아이덴티티는 가장 크게 고려해야 할 것이 2가지인데, 하나는 시간에 관계없이 브랜드의 핵심이 되어야 한다는 것과, 다른 하나는 브랜드가 새로운 시장이나 제품에 투입될 때에도 가장 변함이 없을 것 같은 연상작용이라는 것이다.

두 번째 설명이 무엇보다 핵심 아이덴티티를 정하는데 중요한데, 새로운 시장과 새로운 제품에도 똑같이 위력을 발휘해야 하는 것이다.

예를 들어, 나이키는 최고의 운동선수, 높은 퍼포먼스(Performance), 운동을 통한 삶의 고양(高揚) 등이 핵심 아이덴티티며 나이키가 생산하는 모든 제품에서 동일하게 적용되는 것이기도 하다. 나이키 운동화를 신으면 운동을 못하던 사람도 잘할 것 같은 느낌이 바로 강력한 브랜드 아이덴티티를 구축한 노력의 결과라고 할 수 있다.

이에 비해 확장된 아이덴티티는 브랜드 아이덴티티의 모든 기능을 수행하기 위한 세부요소면서, 브랜드 아이덴티티의 구조(Texture)를 짜거나 완전하게 하기 위한 것이다.

시각, 청각으로 자극을 주는 것, 브랜드 개성, 제품 관련 속성, 특징 등은 모두 확장된 아이덴티티라고 할 수 있다.


브랜드 분자 구조
샘 힐(Sam Hill)과 크리스 레더러(Chris Lederer)는 「하버드비즈니스리뷰」에 발표한 글을 발전시켜 브랜드 분자 구조(Brand Molecule)라는 것을 발표했으며, 이는 브랜드 뿐만 아니라 다양한 영역에서 활용되고 있다.

브랜드 분자 구조는 단지 브랜드 아이덴티티를 구축하고자 사용한 것이라기보다는 다양한 브랜드가 존재하는, 브랜드 포트폴리오를 관리해야 하는 상황에서 사람의 기억 속에 어떤 브랜드, 또는 그 이미지의 크기가 어느 정도이며, 그 강도는 어떤지를 살펴보고자 하는 것이었다. 브랜드 이미지가 ‘브랜드 아이덴티티의 함축된 정도’라고 할 때 그 구조를 파악해 보기 위해서라도 브랜드 분자 구조는 유용하게 적용될 수 있다.

일본에서는 히토츠바시 대학의 이쿠츠 교수 등이 ‘콘텍스트 브랜드(Context Brand)’라는 용어를 만들기도 했는데, 문맥이나 환경 속에서 파악되는 브랜드 이미지를 분석하는 방법으로 제안되기도 했다.

이것은 브랜드가 독자적으로 존재한다기보다는 시장상황, 하위 브랜드 등 브랜드 체계, 브랜드 개성 등이 혼재된 환경 속에서 상호작용을 통해 만들어지기도 하며 성장한다는 것을 가정하는 것이다.

이런 브랜드 분자 구조의 효용성은 전적으로 소비자 관점에서 이를 파악하고 있다는 데서 나온다. 브랜드 아이덴티티가 기업, 즉 브랜드가 소비자에게 전달하고자 하는 많은 것들로 구성되어 있기 때문에 그 브랜드 아이덴티티가 잘 구축되었는지, 또는 소비자가 어떻게 인식하고 있는지에 대한 검증 작업은 크게 중요시되지 못했다.

우선 브랜드 아이덴티티를 어떤 형태로든 만드는 데 급급했기 때문에 성공 여부에 대한 측정, 향후 관리에 대한 부분은 소홀했던 것이 사실이다. 이에 비해 브랜드 분자 구조는 전적으로 소비자가 현재 브랜드에 대해 갖는 이미지를 분석하기 때문에, 역으로 브랜드 아이덴티티를 더욱 공고히 하기 위해 매우 필요한 작업으로 인식되고 있기도 하다.

하지만, 브랜드 분자 구조는 새롭게 태어난 브랜드에 대해 적용하기 어려운 측면이 있고, 시장 내에서 경쟁상황이 비슷한 경우에는 거의 엇비슷한 구조가 나와 그 차이를 구분지을 때 자의성이 많이 개입되는 단점도 있다. 그렇지만 브랜드 체계가 복잡한 경우에는 그 관계를 소비자 관점에서 파악할 수 있어 유용하기도 하다.

브랜드 포지셔닝

브랜드 아이덴티티를 구축하는 데 있어서 중요하게 고려해야 할 부분이 포지셔닝에 관한 것이다. 오랫동안 마케팅에서 STP(Segmentation, Targeting, Positioning)는 큰 관심을 끌었다. 여기서 포지셔닝은 마케팅의 성공에 매우 중요한 의미를 갖고 있기도 하다. 차별화일 수도 있는데, 경쟁사와 다른 위치를 갖는다는 것은 그만큼 경쟁력 측면에서 중요하다. 브랜드 아이덴티티는 브랜드 포지셔닝을 잘하기 위한 기초체력과도 같은 것이라 할 수 있다.

브랜드 포지셔닝을 세그멘트(분할), 타깃팅 후 찾는 방법도 있겠지만, 브랜드 아이덴티티의 구성요소 등이 어떻게 소비자에게 인식되고 있는지를 파악하고, 이를 바탕으로 강력한 브랜드 포지셔닝을 해 나갈 수 있다.

브랜드 포지셔닝은 크게 상징적인 포지셔닝과 기능적인 포지셔닝으로 나눌 수 있다. 구체적인 포지셔닝을 위해서는 브랜드 아이덴티티의 구성요소가 어떻게 소비자에게, 어떤 강도로 인식되고 있는지를 지속적으로 점검할 필요가 있는 것이다.

처음에는 기능적인 측면이 강조되었지만 나중에는 상징적인 측면이 강조되어 강력한 브랜드가 되어갈 때 브랜드 아이덴티티 구성요소간 관계를 면밀히 살펴봄으로써 관리해 나갈 수 있다.

브랜드 포지셔닝에서 중요한 것은 역시 목표지향적(Goal-directed) 포지셔닝일 것이다. 우리가 옛날 학창 시절에 소풍 갈 때를 생각해보면, 전날 밤 잠 못이루고 아침 일찍 김밥을 싸가지고 공원이나 유원지에 갔던 일을 기억할 것이다. 이때 소풍 때문에 이 모든 일들이 일어났으며, 따라서 우리는 이를 하나로 기억하는 것이다.

마찬가지로 어떤 브랜드가 ‘건강’을 강조한다면, 소비자가 건강이라는 목표를 달성하기 위해 신경 쓰는 것, 즉 먹을 것, 사야 할 것 등과 관련된 이미지를 강력하게 구축하기 위해 브랜드 아이덴티티도 그에 맞추어 개발되어야 한다.

그러기 위해서는 소비자가 느끼는 심층 의식을 깊이 있게 이해할 필요가 있고, 이와 더불어 브랜드 아이덴티티의 어떤 요소들이 그런 목표지향적 이미지를 구축하기 위해 묶여질 수 있는지를 파악해야 한다.

나이키의 브랜드 에센스는 뛰어남(Excelling)이다. 이 ‘뛰어남’이란 목표지향적 이미지를 구축하기 위해 핵심, 확장 아이덴티티가 굳건히 버팀목이 되고 있다고 할 수 있다.

미래 브랜드아이덴티티 개발


브랜드라는 것은 매우 복잡다기(複雜多岐)한 것만은 사실이다. 브랜드 아이덴티티 또한 그렇게 단순하지만은 않다. 향후 브랜드 아이덴티티 개발에서는 과거 비주얼적인 측면에서 청각적인 요소, 즉 징글, 슬로건 등의 중요성이 커질 것이다. 소리와 관련해서는 소닉(Sonic)이라고 하여 청각 분야의 연구가 다양하게 이루어질 전망이다. 아직까지 우리 나라는 전문적으로 다루는 사람이 많이 없기는 하지만 향후에는 더욱 발전할 것으로 보인다.

이와 함께 브랜드 아이덴티티 최적화(Maximization)의 문제가 중요하게 대두될 것이다.

점차 브랜드아이덴티티를 구성하는 어떤 요소를 조합하면 가장 큰 시너지를 낼 수 있을까에 대한 논의는 더 진전될 것이다. 이것은 업종별로, 또는 브랜드별로 가장 성공적인 조합이 있을 것이고, 이를 하나의 전범(典範)으로 하여 브랜드 아이덴티티를 구축해 나가는 노력들이 많아질 것이다. 최적화의 문제는 모든 구성요소의 유기적인 연결과도 관계가 깊다.

결국, 브랜드 아이덴티티는 브랜드 에센스를 키우는 궁극적인 작업이어야 하는데 브랜드 에센스를 정점(頂點)으로 각 구성 요소간 유기적인 연결이라는 문제는 매우 중요해질 전망이다.

향후 브랜드 아이덴티티의 성공 여부는 브랜드 에센스와 다른 구성요소간의 상호관계를 계량적으로 측정한 후에 판단해야 한다. 그래서 개인적으로는 다음과 같은 개괄적 브랜드 아이덴티티 플랫폼을 제안한다'

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