In this study, the case of brand IMC communication of LG Hausys’ total interior solution brand Z:IN was dealt with. The target consumer of the Z:IN brand is a general end consumer and also shows the character of industrial goods. Accordingly, there should be a unique aspect that brand management and communication methods must be made from more angles. For many companies which are active in the industry, this case study should be significant. This case study was researched in terms of consumer’s purchase decision-making process and consumer participation and experience. Brand Zi:in developed a brand communication strategy following the flow of the consumer purchasing decision process. And the brand actively induces consumer experience and participation so that consumers can communicate more closely with the brand. Brand communication from the perspective of consumer purchasing decision-making and consumer experience and participation is a crystal that fully considers LG Hausys’ products, markets, and competitors, and will be an effective strategy to continue to preoccupy the market not only in the present but in the future.

1. 서 론
2. 이론적 배경
    2.1 구매의사결정과정
    2.2 IMC(통합적 마케팅커뮤니케이션)
3. 브랜드 Z:IN의 소비자구매의사결정과정 기반IMC전략
    3.1 소비자경로 커뮤니케이션 로드맵
    3.2 참여와 체험의 IMC 전략
4. 지:인Z:IN의 브랜드 지수
    4.1 국내 인테리어 브랜드들을 대상으로 브랜드최초상기와 선호도 조사
5. 결 론
    5.1 연구의 시사점
    5.2 향후 제안
References

• Jae-Jin Lee(인하대학교 산업경영학과) | 이재진 Corresponding Author