Recently, as the interest in oneself increases, the time spent in their own space increases and people want to satisfy their various needs in the space. Thus, there is an increasing demand to decorate personal space comfortably and beautifully as one ... Recently, as the interest in oneself increases, the time spent in their own space increases and people want to satisfy their various needs in the space. Thus, there is an increasing demand to decorate personal space comfortably and beautifully as one way to meet their needs. In relation to these changes in the lifestyle of consumers, there is an increase in the interest of the consumers from house related items, furniture, lighting, to kitchen appliances related to overall life, bathroom, bedroom, cleaning, stationary, so more and more companies are handling them Today is the age when it is difficult to compete simply with the product itself. In order to meet the needs of consumers that became mature and clearer than the past, brands should strive to encourage consumers to feel curiosity and experience through the visit to the store by stimulating consumers' emotions rather than universal and everyday things. This is the first step for designing and implementing effective consumption activation strategies and measures. However, it is necessary to change the form of the general VP production space because the VP production space of the current living brand store is expressed in the same style as the actual house, and is universalized as the production space of the realistic suggestion type, which is somewhat far from stimulating consumer's emotions. In addition, we think that it is necessary to make consumers recognize the brand unique image by effectively communicating the differentiation from other brands. Therefore, the VP of living brand store, the de-generalized presentation space, needs to develop a differentiated design strategy focusing on the expression strategy element of brand identity which can go one step further from everyday expression and stimulate consumers' emotions with the brand unique image. Based on the above direction and contents of the study, the study was conducted in the following process. In Chapter 1, we set the background and purpose of the study by considering the perspective of the consumer from the viewpoint of the company, and define the scope and method of the study. In Chapter 2, we examine the brand image that the company wants to allow consumers to recognize through the brand identity in ways of previous research and theoretical review of VP production space of the living brand and VP design expression strategy method and especially, we present a space design solution matrix program that can apply new concepts after comparing and analyzing the brand identity expression strategy in the VP producion space of the living brand. In Chapter 3, as a case study, corporate ideology and culture, design philosophy, product characteristics, form, object, style, and theme, which are components of brand identity were investigated according to a research model as the strategy and method of expression of VP living space of 4 living brand stores. In particular, the study of case focused on the analysis of form, object, style and theme, which expressive elements emotionally reminiscent to consumers through the atmosphere of expression strategy elements of brand identity. In chapter 4, we propose a VP production space design for living brand store and develop design by applying the expression strategy elements of brand identity In Chapter 5, we draw comprehensive conclusions based on the above. The conclusions obtained through such a research procedure are as follows. 1. Since human beings perceive an object perceived by the eye and feel it emotionally, it can be seen that the expressive elements classified as elements of the visual brand identity must be conspicuously expressed in order to attract the attention of the customer to make the emotional atmosphere, feel interesting and finally induce the purchase behavior. 2. It was found that the meaning elements expressed by the corporate ideology and culture, design philosophy, and product characteristics, which are basic elements according to the ideology of the brand identity theorists set as a purpose pursued by each brand serve as basic elements in the VP production space. 3. It was found that the meaning element of the brand identity becomes a basic element of the brand and thus, VP of living brand stores, to which expression elements according to expression strategies are applied, serves as focusing consumer's attention in effectively recognizing and experiencing consumers, imprinting the brand image in the consumer's perception. It can be seen that these expressive elements provide a framework in which the compositional form is balanced and when the object is placed on the basis of it, it is possible to obtain a positive effect on the consumer by providing experience and ornamentality to consumers through the unusual nature of objects. In this way, we concluded that visually expressed elements which can give interest and interest to consumers with emotional approach according to the expression strategy of brand identity should be prominently expressed in VP production space of living brand stores. Therefore, in order to differentiate the brand from other brands, the company should make consumers recognize the brand image by giving the impact to the them by using the expression strategy elements of the brand identity in order to sensibly convey the brand image that is to be recognized effectively to consumers and as a result, VP production space design should be planned so that they can enter the store and reach the purchase. Finally, through this study, we expect VP production space of various living brand stores with a future-oriented new direction to enhance loyalty of companies so that consumers can recognize the mood of the store by stimulating their senses through VP of the living brand store as a differentiated expression strategy of VP production space of the living brand and finally, consumers can remind the brand image. ，韩语论文，韩语论文 |
