ScholarWorks@숙명여자대학교

초록

With the rise of the multi-platform era, effective communication between consumers and companies has become increasingly important. To foster positive and approachable interactions, companies often anthropomorphize their brands by creating distinctive brand characters. This study examines the role of brand anthropomorphism in the healthcare industry, focusing on 365mc’s character, Jibangi. Originally introduced as an advertising figure in the liposuction sector, Jibangi has since evolved into a key brand persona that embodies the company’s identity and values. Jibangi’s well-defined and consistent brand narrative has allowed it to establish a strong presence across multiple transmedia platforms, including social media, making it a vital brand asset. By integrating Jibangi into brand storytelling, 365mc has humanized its brand, strengthened its identity, and fostered deeper emotional connections with consumers. Furthermore, Jibangi’s expansion into product merchandise has reinforced its role as a recognizable and relatable brand ambassador. This study confirms that anthropomorphized brand characters serve as powerful tools for enhancing brand identity, fostering familiarity, and building brand equity. Beyond advertising, they contribute to brand consistency across multiple platforms, ensuring a cohesive and engaging brand experience. By adopting brand anthropomorphism, companies can create long-term brand assets that resonate with consumers on a personal level.

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