ScholarWorks@숙명여자대학교

초록

In the era of image-consuming images, corporate brand image has been a powerful intangible brand asset that distinguishes it from its competitors. The purpose of this study is to reveal the brand personification image of 10 domestic corporate brand embedded in the consumers' perception through the personification technique based on the company as a person. For this purpose, a total of 1,000 respondents were collected samples company. As a result, the 10 companies showed that the perceived brand image of each brand, that is, the external form (sex, face type, body type, age, occupation, personality, fashion) and inner personality (favorability, enterprising, ability, style, and masculinity). For example, in 'Samsung Electronics', a 30-year-old man with a height of 175-179cm, a long face and a standard body, is an office worker with a casual dress. On the other hand, 'LG Electronics' is an office worker with a height of 165-169cm, an egg-shaped face, and a standard body shape, and is suitable for a casual suit. These results can be used as basic data for research on corporate personality in the future, and can be applied to corporate differentiation strategy and emotion branding strategy in practice.

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