Abstract

New paradigm of brand Image typology and role of communications

Kim, Yoo-Kyung, Ph. D. Associate Professor Dept. of Journalism & Mass Communication Hankuk University of Foreign Studies

Most researchers and practitioners agree about the importance of stressing brand image, because it helps consumers to process information, differentiating the brand, and giving positive feelings. This study attempted to standardize the typology of brand image from the communication point of view, thereby grouping into a series of significant factors. In addition, it comparatively analyzed brand image factors in terms of their relative influences. Given that advertising was presumed to be the most influential means in forming brand image, this study examined the role of advertising elements and their distinctive degree. In order to fulfil these objectives, this study conducted the survey on consumer perception on brand and subsequently content analyzed 400 advertisements in accordance with given criteria. Survey found a new typology of brand image-¡®Organizational Image', 'Character Image', 'Social Image', 'Symbolic Image', 'Economic Image', 'Cultural Image which accounted for 58% of total variances. Subsequent analysis showed that albeit slight, there were significant differences among I-pros. in influencing the image-building process. Lastly, the content analysis of advertisements showed that the results of concept mapping identified clear patterns of distances among advertising elements. Especially, Character Image, Organizational Image, Symbolic Image and Cultural Image tended to employ the same elements, while social image and economic image were as distinct from them. More implications and significances were discussed.

Key Word : Brand Image, Image Providers, Image Typology, Advertising Elements