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Abstract
A Q-Study on Brand Personality for the Typology of Brand ImageChoi, Won-joo (Chief Researcher, Brand Strategy Institute, Korad) Change in marketing paradigm, which is spoke by brand, made people to search for various ways to build strong brand. Strong brand is determined by brand image building that consumers are aware of. Brand image, which projects consumer? personality, is a channel where one consumer delivers his/her image to others. Brand personality, the core concept of brand image, has changed from corporate marketing where people focus on differentiation by exposing product functional side to the approach that uses emotional characteristics or images. This study defines the relationship between brand image, which uses consumer? self-concept as a base, and brand personality, which is a core concept in building brand image and a strategic point, clearly to help building marketing communication strategy in real brand building. Current studies on brand personality were limited to explanation of type or dimension by picking out factors through interaction within brand personalities. But, this study stretches out further and tries categorizing brand image upon brand characteristics? structural combination, a factor that builds brand image in consumers? minds. In other words, if existing studies on measuring brand personality type explains brand personality, on the basis of similarity between brand personalities, Q-study on brand personality helps to find the overall brand image that consumers are conceived, as consumers themselves define the brand personality and structuring it by themselves. When R-methodology identifies the brand personality through factor analysis, Q-methodology finds difference in brand image perception that is built through brand personality. Brand personality types that are picked out from the factor analysis standardize the brand personality itself by formatted as a characteristics with similar qualities, but approach with Q-methodology finds the typology of brand images based on the findings of consumers? subjective perception on combination of brand personalities that have different qualities. key word : brand personality, brand image, Q-methodology |
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