Media space of sincerity and value.

  Jooyun Kim's 
Spacebranding vol.17

"The added value of the future business depends on how we convey the sincerity of the company by assimilating the customer's consciousness and corporate values."


<Experience the value of sincerity.>
Generation M has separate tastes of ‘substantiality’ and Generation Z ‘convenience’.1) Nevertheless, both Generation M and Z have something in common that they pursue fun, think freely, and hate privacy interference.

They also like sincere experiences in natural places.2) Corporate authenticity becomes an important criterion for purchasing decisions along with the quality of services or products more and more for customers.3)

LUSH Store

Customers seek spiritual and emotional abundance based on their awareness of the value of their lives. Value can be understood as being useful, being able to satisfy needs, and being judged desirable.

The values that a company can deliver to its customers can be divided into four categories: functional values (service quality, facilities, expertise, convenience), social values (strengthening status, invoking pride), emotional values (aesthetics, enjoyment), and relationship-specific values (confidence, special treatment, and social benefits).4)

<The link to sincerity 'Space'.>
The added value of the future business depends on how we convey the sincerity of the company by assimilating the customer's consciousness and corporate values. Space can be the link. Customers, who are the subject of recognition, evaluate the sincerity of a company and establish a valuable relationship through spatial experience.

Alleyway Gwanggyo Hello Ground and KAWS' symbol sculpture Clean Slate © Jooyun Kim

The value experienced in space is the totality of experiences felt through sensory stimuli such as sight, hearing, and touch. Aesthetic stimulation to consume beauty, entertainment stimulation to consume pleasure and pleasure, and symbolic stimulation to show wealth and status through consumption become part of the experience. Brand sincerity is the fulfillment of the essential obligations and responsibilities of companies that consumers expect.

Sincerity can be classified into three categories: First, sincerity of communication, such as openness, advertising integrity, and brand promise. Second, performance sincerity such as CEO's management ability, originality, brand dignity, and consistency. Third, it is social sincerity such as social responsibility, environmental responsibility, fairness of internal workers, and relationships with partners.5) The most important thing in determining sincerity is that the entity that judges value is not the company, but the customer.

<Classification of values ​​in the brand space>
The impression of space should be determined based on the customer's thinking from the customer's point of view. How can brand space have a positive relationship with customers? What value can brand space have for customers' visits? In response to these two questions, design scholar Professor Jihyun Kim reveals important details in his doctoral research.

Jihyun Kim divides the brand space into a function-oriented space for customers' practical and functional values, experience-oriented space for customers' pleasure and emotional values, and a meaning-oriented space that gives customers social and altruistic values.

In the spacebranding space, these three distinct formats are implemented in a single or complex manner depending on the direction in which the company sets the customer's value. Accordingly, the space branding approach can be understood in three ways: form-based functional value, behavior-based relationship value, and meaning-based target value.6)



<5 Summaries>

"The added value of the future business depends on how we convey the sincerity of the company by assimilating the customer's consciousness and corporate values."

"Corporate authenticity becomes an important criterion for purchasing decisions along with the quality of services or products more and more for customers."

"Value can be understood as being useful, being able to satisfy needs, and being judged desirable."

"The most important thing in determining sincerity is that the entity that judges value is not the company, but the customer."

"The impression of space should be determined based on the customer's thinking from the customer's point of view."


 Kim Jooyun <Spacebranding> pp19-21
1) 김신영기자, “MZ세대라고 통칭하지 마세요”··· M세대는 ‘실속’, Z세대는 ‘편리’”, 조선일보, 2021.07.18. from https://www.chosun.com/economy/economy_general/2021/07/18/5ACZGXJ46JEETN7J6SBWAONR7E/
2) Richard Florida, cities and the creative class, Routledge, 2004
3) James H. Gilmore, B. Joseph Pine II, What Consumers Really Want, Harvard Business, 2007, pp. 24-25
4) Yoon, Kyoung Sahn, ‘The Effect of Service Customers' Value Perception on Repurchase Intention : The Mediating Role of Customer Satisfaction and Switching Costs’, Deagu University Phd, 2007.12. 14-16
5) Sung Hyun Park·You Kyung Kim, 'Developing a Scale for Measuring of Authenticity of Brand', "Korean Association of AD & PR 16(2)", 2014 summer, pp. 46~86
6) Kim, Ji Hyun, ‘A study on Value-driven Spatial Design Marketing’, Hongik University Phd, 2016.2.

 

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