중국 프로 농구단의 엠블럼 디자인과 아이덴티티 전략 복합 연구

초록

This study examines the direction of the professional basketball team"s identity communication, and aims to suggest directionality for the strategy of Chinese professional basketball identity, focusing on the design of the club"s emblem at home and abroad.The improvements in the design of the Chinese professional basketball team emblem, which emerged through comparative analysis of the U.S., Korea, China and three other countries, can be greatly summarized into three. First, it is necessary to produce an emblem in such a way that it can be easily recognized and enhanced preferences through various forming elements, as shown by the component and form analysis of the emblem. Second, elements such as representative symbols of the club"s hometown, buildings, and animals and plants need to be used more actively. Third, some Chinese professional basketball clubs tended to have limited symbolic materials and expressions.Based on the results of the above study, the direction of brand communication centering on the emblem design of the Chinese professional basketball team is first, the team name of the Chinese professional basketball team and the elements of commercialization are infused excessively in the emblem design. Second, in expressing identity, an attempt is needed to represent a team identity that is well beyond the conventional format. Third, a useful brand identity strategy not only benefits from high brand value but also requires continued management and utilization of identity to gain competitive advantage with other brands.

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