콜래보레이션(Collaboration)을 통한 브랜드의 전략에 관한 연구

Abstract

근래 콜래보레이션은 전자제품, 생활용품, 잡화, 자동차, 의류 등 다양한 분야에서 디자이너와 브랜드, 아티스트와 브랜드, 브랜드와 브랜드간에 폭넓게 확산되고 있다. 각 영역별 프리스티지 브랜드와 매스 브랜드에서부터, 고가 라인과 중저가 라인에 이르기까지 다양한 사례로 나타나며 이목을 집중시키고 있다. 즉 콜래보레이션은 기업 및 브랜드 간 경쟁력을 유기적으로 결합해 시너지를 발휘하는 전략으로써, 장르와 영역을 넘나들면서 여러 경계를 허물고 새로운 라이프스타일을 이어주는 21세기의 새로운 마케팅 전략으로 발전되고 있다. 이에 본 연구의 목적은 기술력의 상향 평준화와 소비자들의 욕구의 다변화로 인해 급격하게 변화하고 있는 환경 속에 새로운 부가가치를 창출 중인 콜래보레이션을 최근 사례 중심으로 실태를 파악하고, 성공적인 콜래보레이션을 위해 선행연구를 통한 성공 노하우를 연구하는데 그 의의가 있다. 우선 콜래보레이션이 나타난 배경을 사회, 문화, 소비심리의 측면에서 고찰하며, 성공적인 콜래보레이션을 위한 전략적 특징과 장단점, 성공요인을 분석하였다. 또한 최근 사례를 브랜드 포지셔닝 방법으로 구분하여 1석3조 효과를 누릴 수 있는 콜래보 믹스 효과를 분석하였다. 마지막으로는 설정된 가설 브랜 간의 콜래보레이션 작품을 제안해본다.;Recently Collaboration is widely spreading in various fields which are the electronics, household goods, accessories, cars, clothing, etc. Collaboration is appearing in a wide range of cases which is from prestige brands and mass brands, a high line to low line. Companies and brands' competitiveness strategy to organically combine the synergy Collaboration is breaking down without genres and restriction and being developed as a new marketing strategy following a new lifestyle in the 21st century. The purpose of this study in the upward and rapidly changing technology and value-creation strategies environment is analysis the Collaboration and will study the successful collaboration through case study. Collaboration appeared to background is analyzed in terms of social, cultural, consumer confidence. Strategies for Successful Collaboration are examined and examine the Collabomic effect. Finally, a set of hypotheses suggest the Collaboration works between brands. The results of above study are as follows. First, The Concept of Collaboration in the form of collaboration is to gain a competitive advantage. Unlike strategic alliances and co-branding, Collaboration is more extensive cooperation and the way of cooperation for pursuing the intangible value of the target. Second, Collaboration with appeared background was taken as a social background, environment, cultural environment, Changes in consumer sentiment factor. Collaboration was happen due to era of infinite competition, Snack Culture, Fast Culture. In a short time to do something simple and easy to enjoy the culture and consumers' characteristics that appear in a new brand and marketing strategies were analyzed. Third, collaboration features based on the strength of its market leading to cooperate. The result of collaboration for the brand's identity will continue to reflect positively. In addition to the visual aspects of brand identity component is focused. Two kinds of peers as well as the combined company could also widely select the partners. Fourth, Collaboration appeared between the brand positioning strategy is the strengthen brand image, complement, spread the brand. In this study, Collaboration phenomenon which was done between similar and different concepts of the brand was seen in the category Case Collaboration. Fifth, Conservative, but the national recognition of the high domestic stationery Monami brand was chosen as a collaborator. To be a successful collaboration with fashion brand Paul Smith and the interior of brand Elssi are selected as a collaboratee partner and present selection of exotic collabo-product. Finally, Rather than Following the earlier success stories, the scarcity and availability unexpected resistance should be considered the novelty of animated Collaboration. Collaboration with the adequate access for consumers need to be intentional and compact for satisfaction. In the future, anticipate the many examples of Collaboration together with planning and strategy.