브랜드인지도 향상을 위한 아트마케팅 현황연구

These days companies are continuously trying to convey ‘value’ to customers through brands, while beginning to change their marketing brands, while beginning to change their marketing strategies focusing on functions and service to cultural added value. Therefore, companies started to pay more attention to art as a method to get closer to customers and use this for their marketing strategies. Like this, art marketing is to improve competitiveness of companies by combining art with marketing. The current study used the existing literature and materials in order to explain the importance of art marketing, and further examined various cases of art marketing and especially conducted the study in order to improve brand image. The study consists of four chapters. In Chapter 1, the background and the necessity of the study were explained. In Chapter 2, the concept and types of art marketing were explained and the demand of the times of art marketing were examined. In Chapter 3, the relationship between companies and brands were examined in order to explain the importance of brands in business, and changes in brand management activities of companies and correlations with art marketing were examines. In Chapter 4, cases using art marketing were introduced in four areas. Lastly, the conclusion explained effects of collaborative work by artists and brands, and suggested direction for future studies.