1071207Hanmail net 250 300 129 000 112052 WTSV

개성(個性) ? 장길우 1071207@Hanmail. net

사이즈 : 250 -300 가 격 : 129, 000 소 재 : 천연소가죽 코 드 : 112052 색 상 : WT/SV Which Brand do you like ? And Why ?

Nike ! ‘Competence’ Does this fit your Personality ? Do the right thing, Nike ! 정의는 승리한다. 나이키 !

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• An Experience • An Attitude • A lifestyle • Self-expressive • Symbolic value Symbolism Symbolic Benefit • A Vehicle • A Transportation • Functional value VS. + Functionality Functional Benefit “인간적인 커뮤니케이션” Brand Personality does matter !

Brand Personality in BRAND IDENTITY PLANNING MODEL Aaker Model

Brand Personality in THE CORE OF BRAND IDENTITY Brand Name Logo/ Graphic System Marketing Communications Brand Positioning BRAND ESSENCE Strategic Personality Selling Strategies Promotion/ Merchandising Product/Service Performance TOTAL BRAND IDENTITY Upshaw Model

Brand Personality in THE IDENTITY PRISM Picture of Sender Personality Relationship Culture Reflection Picture of Recipient Kapferer Model Self-image Internalisation Externalisation Physique

Identity, Essence, Image & Personality, Positioning ? Total Brand Identity Brand Image Brand Essence = Strategic Personality + Brand Positioning Brand Essence Brand Image (브랜드 개성, 속성, 결과) Sender Total Brand Identity Receiver Communication Channel Brand Positioning Strategic Personality

How a Brand Personality is Created ? 1. 소비자들이 특정 브랜드에 결부시키는 인간적인 특성들’ 특성들 (Aaker, 1997, 1999) 간접 전이 • Product Category • Brand Name • Logo / Symbol • Advertising Style • Price • Distribution Channel (Batra, Lehmann and Singh, 1985) 직접 전이 • User Imagery • Endorser • CEO • Employee (Mc. Cracken, 1985; Keller, 1993)

How a Brand Personality is Created ? 2. Brand Personality Drivers (Aaker, 1997) 제품관련 특성 1. Product Category 2. Package 3. Price 4. Attributes 비제품 관련 특성 1. User imagery 2. Sponsorships 3. Symbol 4. Age 5. Ad style 6. Country of origin 7. Company image 8. CEO 9. Celebrity endorsers

Dimension of Brand Personality 1. U. S. Sincerity (성실) Down to Earth( 현실성): Earth(현실성) Family-Oriented, Small town Honesty (정직) : Sincere, Real Excitement (열정) Competence (능력) Sophistication (세련) Daring( 모험) : Daring(모험) Trendy, Exciting Reliable(믿을 있는) : Reliable(믿을 수 있는) Hard working, Secure Upper class(상류계층)) : Good looking, Glamorous Spirited( 생기) : Spirited(생기) Cool, Young Intelligence(지적인)) : Technical, Corporate Imagination( 상상력) : Imagination(상상력) Wholesomeness (건전함) : Unique, Humorous Original, Genuine Up to date(현대적)) : Cheerfulness( Contemporary, 활기): Cheerfulness(활기): Friendly, Sentimental Independent Successful(성공적인)) : Leader, Confident Charming(매력적인)) : Feminine, Smooth Ruggedness (강인함) Outdoorsy(외향적인)) : Masculine, Western Tough(거친)) : Rugged, Strong Jennifer Aaker(1997)

Dimension of Brand Personality 2. Japan Excitement (열정) Talkative : Funny, Optimistic Freedom : Positive, Contemporary, Free Happiness : Friendly, Happy, Likable Energy : Youthful, Energetic, Spirited Competence (능력) Responsibility : Consistent, Responsible, Reliable Determination : Dignified, Determined, Confident Patience : Patient, Tenacious, Masculine Peacefulness (평화로움) Mildness : Shy, Mild, Mannered, Peaceful Naivety : Naïve, Dependent, Childlike Sincerity (성실) Warmth : Warm, Thoughtful, Kind Sophistication (세련됨) Elegance : Elegant, Smooth, Romantic Style ; Stylish, Sophistication, Extravagant

Dimension of Brand Personality 3. Spain Excitement (흥미로운) Happiness : Happy, Outgoing, Fun Youth : Daring, Young, Spirited Independence : Unique, Imaginative, Independent Sincerity (성실) Sophistication (세련) Peacefulness (평화로움) Thoughtfulness : Considerate, Thoughtful, Well-mannered Style : Good looking, Glamorous, Stylish Affection : Affectionate, Sweet, Gentle Intensity : Fervent, Passionate, Intense Realness : Real, Sincere, Down to earth Confidence : Confident, Persistent, Leader Naivety : Naïve, Mild, Mannered, Peaceful Spirituality : Spiritual, Mystical, Bohemian Passion (열정)