브랜드 아이덴티티 기반 문화콘텐츠 OSMU 전략 연구

Abstract

This article is to propose a conceptual framework for the One Source Multi Use (OSMU) strategic model of culture content. In this study, OSMU is defined as a series of marketing activities to increase the value created by culture content. The framework of brand equity strategy is applied to develop the strategic model of OSMU, as both share the same goal - maximization of long term value created by brand or culture content. This article suggests the brand identity-based OSMU strategic model, in which the brand identity of culture content guides, integrates, and coordinates every decision-making of OSMU activities. For the maximization of brand equity value of culture content, the copyright holder of original content should decide the content`s brand identity, which should provide the criteria of all decision makings regarding window strategy, adaptation of content to other genre, and merchandising. This brand identity-based OSMU strategic model can not only contribute to the sales of OSMU content, but also the creation of high equity culture content in the long run. Also, the model allows monitoring and evaluation of content`s brand equity, which can be used for the strategic adjustment for the sake of long term value of the content. This study is differentiated from previous study on OSMU and expected to invigorate the further discussion on OSMU in several points. First, it broadens the scope of OSMU discussion as it views OSMU as a series of process including feedback. Second, this study points out the need for integration and coordination of various OSMU activities. Third, the strategic focus is laid on the value maximization of the original content, not `multi used` content. Fourth, the suggested model emphasize the strategic role of copyright holder who takes the charge of the content brand management. Fifth, the model requires discussion on the components of marketing communication in addition to the content itself, which means the model includes the prospects, not only the content consumers, as the major future source for value creation.