A Study on A Relationship between Brand Image and Visual Communication Elements: Focused on Premium Water Brands

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???????????? ????????? ????????? ????????? ????????? ??????????????? ????????????.In the modern society, since the perception that consumers want to drink water, which is much better for their health, is widespread, premium mineral water market is more standing out. In terms of mineral water, the low brand image-recognition causes the low rate of purchase. There are a wide range of determinants to affect consumer???s purchase decision. However, considering that consumers have difficulty figuring out characteristics and qualities of the goods and making a purchase decision, no factors are more important than forming the brand image. As the brand image referring to the perception of the reflected brand by reminding the brand stored in the consumer???s memory, favorably and creatively reminding the brand is necessary to make the differentiated and powerful brand image. In particular, it needs to pay attention that the brand evolved into the symbolical connecting link through the realistic relation between suppliers and demanders is significantly easy to be formed by the visual element, not by the verbal element. It is because conveying information in visual remains surely much longer memorable. Therefore, the factor of visual communication is regarded as the most indispensable brand strategy in the process of the brand communication. In this sense, it is thought that the visual communication necessary to set up the brand image of premium mineral water should be systematically studied, and the strategic approach to convey ???The Brand Image??? in a right way for continuously creating value is important. Hence, the design direction as well as the differentiated strategy of the efficient brand image by examining characteristics of the current situation of the design for premium mineral waters will be suggested. Ten domestic brands of premium mineral water, which have the high market share and are well-known for consumers, were selected. When it comes to overseas cases, Ten brands selling mineral water, which ranks 1st to 10th place, chosen by Ten Best Water in 2017 were analyzed. Twenty brands of premium mineral water in total were examined for this study. The method of research was that a theory on the correlation between the brand image and visual communication was investigated by reviewing literatures and data from webzines. On the basis of this theory, actual cases in reference to factors of visual communication of domestic and overseas premium mineral water were empirically compared and analyzed. This study was conducted based on factors of visual communication such as the chirograph of the brand, a layout, colors, typography, patterns, textures, and styles as criteria. Findings indicate that in terms of the typeface of the brand, all twenty brands of premium mineral water employed English typeface. It implies that products of each company focus on the global brand and are distributed. The design for the package of premium mineral water became harmonized on the basis of composition principles such as the layout, unification, change, balance, and emphasis. It revealed that the proportion of brands belonging to soft color is higher than that of solid color. Typography not only represented the identity of the brand and differentiation from other brands but also was utilized as a tool to highlight the uniqueness of the brand. The pattern of the brand goods associating with the brand image gave ideal impression to consumers. Textures played a factor in drawing consumers??? interest. Lastly, in terms of style, the flow that concise minimalism of the artistic concept was pursued was found. Based on this analysis, the correlation between the brand image and the visual communication factor was verified. It infers that the brand image was closely relevant to the visual communication factor. In conclusion, by specifically analyzing factors of visual communication of premium mineral water, it is identified that these factors are directly related to making the brand image and play an important role in forming the brand image. Results of this study contributes to providing critical data which can be employed to improve the brand image of mineral water which already became one of daily necessities and to set up the efficient design strategy of products. However, there are a few limitations of this study. For example, the object of study was limited to twenty goods and factors of visual communication were only explored. Therefore, conducting empirical studies by using more comprehensive and objective data is necessary for the future research.Maste