Abstract

The research field of modernized Korean housing architecture meets the demands of the times in present-day Korea. These demands reflect the need to ensure Korean identity and to share Korean cultural spirit against the increasing influence of the western-style housing model. Modern hanok does not have the brand now, so there is a need to develop its brand. It is necessary for marketing activities to communicate the identity of Korea in the market. Modern hanok can help enhance the national brand and status and have almost an unlimited potential and commercial appeal. In Korea, hanok is viewed as a new eco-friendly mode of housing by many experts and thus its competitiveness in the market is increasing. The brand is a symbol of its value. People could recognize a product’s images from its brand. The brand forms a relationship between the user, the provider and the product. The relationship is important to communicate the product’s value. The brand symbolizes the product’s value designed by the provider. Each element has to be consistent. Most importantly, the designer has to plan the brand’s value carefully based on its relationship to the user. However, architects have not paid careful attention to brand planning until now. The effectiveness of a brand for communicating values provides the standard for this study. This study defines the value elements of the modernized Korean housing architecture systematically. Also, this study is significant in that it seeks to provide basic standards for designing a new brand and using it in applied research.