A Study on the Creation of Popular Culture Brand Based on "Big Marketing"

• Published in: 인문사회과학연구 Vol. 32; no. 3; pp. 35 - 60
• Main Authors: Wu Yongjie, Wu Liyao
• Format: Journal Article
• Language: English
• Published: 세명대학교 인문사회과학연구소 01.08.2024; 인문사회과학연구소
• Subjects: 사회과학일반; Mass cultural activities; 빅 마케팅; Brand Creation; 대중문화 활동; 브랜드 창출; Big marketing thinking
• ISSN: 2288-8861; 2671-5376
• DOI: 10.22924/jhss.32.3.202408.002

Research topics: This paper attempts to explore a practical path that integrates popular culture brands and 'big marketing' thinking. In this study, the concept of creating popular culture brands is analyzed by 'big marketing' thinking and integrated with global marketing trends for brand creation to propose ideas for creating popular culture brands including the level of appearance, the level of functionalization, the level of awareness, and the level of life. · Research background: "Big Marketing" emphasizes the entire process rather than a single marketing link, which is different from general "marketing". Marketing exists everywhere, from planning, promotion, and implementation of brand activities to long-term practice, and it is the most basic implication of "Big Marketing" thinking. This mode of thinking enhances understanding of brand creation. "Big Marketing" thinking, a new way of thinking in the process of creating a popular culture brand, is organically connected to each other in four aspects: overall collaboration, emotional connection, digital empowerment, and subject connection. · Differences from prior research: First, existing studies generally focus on traditional marketing strategies or specific marketing techniques, but this study introduced a new concept of 'big marketing' and applied it to the creation of popular culture brands. Second, while many preceding studies focused on specific industries or product categories, this study explored brand creation strategies targeting a wide category of popular culture. Third, existing studies often tend to focus only on specific elements of marketing, and this study comprehensively deals with various aspects of brand creation using big marketing as part of an integrated marketing communication strategy. Fourth, this study presented specific strategies and examples that can be applied in the actual marketing field as well as theoretical contributions. Fifth, instead of the traditional brand creation methodology, an innovative approach using data analysis and technology was proposed. · Research method: This study referred to various literatures from a theoretical perspective and suggested a practical path through popular culture brand and 'big marketing' thinking by referring to recent global marketing trends from a practical perspective. · Research results: Based on the concept of 'big marketing' as a result of this paper, a 'full chain' service system was developed to create popular culture brands. It suggested building resource pockets as a first step, drawing participant portraits as a second step, extracting activity topics as a third step, building various experiences as a fourth step, and connecting various platforms as a fifth step. · Contribution points and expected effects: First, big marketing based on data was applied to the creation of popular culture brands. Second, a plan to induce consumer interest through a brand strategy reflecting the characteristics of popular culture was suggested. Third, useful information was provided for establishing an integrated strategy that combines various marketing channels. Fourth, a platform was developed to help derive specific marketing strategies in consideration of practical aspects and global trends. Fifth, the idea of creating an innovative brand was proposed. Sixth, through the big marketing-based brand creation plan presented in this study, cost reduction and efficient resource utilization can be expected through efficient marketing activities. Seventh, the big marketing-based brand creation plan is expected to discover new market opportunities and promote creative marketing activities. KCI Citation Count: 0