??? [e-mail]

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???1071207_at_Hanmail.net
??(??) ?
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 ??? 250-300 ?   ? 129,000  ?   ?
????? ?   ? 112052  ?   ? WT/SV
Which Brand do you like ?
And Why ?
3
Competence
Nike !
Does this fit your Personality ?
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(No Transcript)
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• An Experience
• An Attitude
• A lifestyle
• Self-expressive
• Symbolic value

• A Vehicle
• A Transportation
• Functional value

Symbolism
Functionality

Symbolic Benefit
Functional Benefit
???? ??????
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Why Brand Personality is important ?

?? ????? ????? ???? ??? ????. ???? ????? ?? ????
?? ?? ??? ??.
????? ?? ?? ??? ???, ??? ?? ? ?? ????? ??? ? ??
??? ??.
???-???? ????? ???? ??, ??? ???? ?? ???? ????
????.
7
Approaches
Ego
??????
???? ???? ??? ??, ??? ?? ??? ???? ???? ??? ???? ?
Id
Super Ego
???? ??? ??
??? ??, ???
???? ???
??? ??? ?? ??? ?? ???? ????, ??? ????? ??
????.(??, ??, ??) ??? ??? ??? ???
??????
??????
????? ??? ?? ??? ?????? ??? ??? ?? ??? ????
??? ??, ??? ?? ??? ??. ???? ???? ??? ?? ??
??? ??
????
??? ???? ?? ????? ??? ???? ??? ??? ?? ??? ??? ???.
8
Antecedents
???
?? ??
Plummer(1985)
??? ??? ??? ???? ? ???? ??
Aaker(1991, 1996)
??? ??? ? ??? ??? ???? ????
Keller(1993)
???? ?? ??? ??? ?? ????? ??? ???? ? ??? ??
Jennifer Aaker(1997)
??? ??? ?? ??(??, ??, ???, ??, ???)
?? ???? ??? ???? ?? ??? ?? (???, ???, ??, ???, ??)
???(1998)
???(2000)
??? ??? ?? ?? ??(??, ??, ??, ??)
FCB??? ?? ??? ?? ??? ??? ?? ?? (???, ???, ???,
???, ???)
???, ???(2000)
???? ??? ???? ??? ??? ?? ?? (??, ??, ???, ??, ???)
???, ???(2000)
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Personality ?

• Persona(???) Mask

• Personality Indivisible (?? ? ?? ?)
• Individuality (????
  ??)

• ??(??) ??? ??? ??? ?? ??? ??? ? ?? ??
• ???? ???(???).

• ??(??) ??? ???? ????? ??? ????.

Distinctive Endurable
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Why Consumers imbue Brands with Personality ?

?? ???? Animism ??
???? ???(Personification)
??? ?? ?? / ???? ??
??? ?? / ??? ?? / ????
???(Identification / Congruity)
??? ??'? ??, ?? (McCracken, 1991)
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Brand Personality ?
????? ?? ???? ????? ???? ??? (Aaker, 1997)
???? ???? ??? ?? ???? ??? ??? (Plummer, 1985)
???? ?? ??? ??? ?? ????? ??? ???? ? ??

(Keller, 1993)
The outward, public face of a brand (Upshaw,
1986)

Cultural Icon (??? ??? ???), Consumption
Symbols

(McCracken, 1986)
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Brand Personality ?
????? ?? ???? ????? ???? ??? (Aaker, 1997,
1999)
????? ?? (??, ??, ??? ??)
?? (???, ???, ????)
?? ??/??? ??? (??, ??, ??)
(Levy, 1959)
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Brand Personality ?
?? ??? ??? ??? Big Five
???/???
??
???
??
???
??
??? ??
??
???
???
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Brand Personality in
BRAND IDENTITY PLANNING MODEL
Aaker Model
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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
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Brand Personality in
THE IDENTITY PRISM
Kapferer Model
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Identity, Essence, Image Personality,
Positioning ?
Total Brand Identity
Brand Image
Brand Essence Strategic Personality Brand
Positioning
Brand Essence
Brand Image (??? ??, ??, ??)
Total Brand Identity
Sender
Receiver
Communication Channel
Brand Positioning
Strategic Personality
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How a Brand Personality is Created ?
1.
????? ?? ???? ????? ???? ??? (Aaker, 1997,
1999)
?? ??
?? ??

• Product Category
• Brand Name
• Logo / Symbol
• Advertising Style
• Price
• Distribution Channel

• User Imagery
• Endorser
• CEO
• Employee

(McCracken, 1985 Keller, 1993)
(Batra, Lehmann and Singh, 1985)
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How a Brand Personality is Created ?
2.
Brand Personality Drivers (Aaker, 1997)
???? ??
??? ?? ??
1. Product Category 2. Package 3. Price 4.
Attributes
1. User imagery 2. Sponsorships 3. Symbol 4.
Age 5. Ad style 6. Country of origin 7.
Company image 8. CEO 9. Celebrity endorsers
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How a Brand Personality is Created ?
3.
??? ?????
??? ??
??? ?????? ??
????
????
????
?????
????
???? ?? ??? ??
????? ?? ??? ?? ???? Symbol
?? ?? ??
????? ?? ???? ???? ???
CEO ??? ??? ?? ??????
??? ??
??? ???
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What can Personality really do for Brands ?
???? ??? ?? ??, ??, ?? ?? ?? ????? ??? ??? ??? ?
?? ??? ??
??, ?? ?????? ???? ???? ?? ?? ???? ?? ?? ??
???? ???? ?????? ???? ??, ???? ?? ?? ? ??????? ??
?? ? ? ?? ??? ?? ?? Its the glue that holds
together the identity and communication effort
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Creating Brand Equity
??? ??? ?? ??? ??? ??? ??????
Self- Expression Model
Functional Benefit Representation Model
Relationship Basis Model
???? Real Identity? Ideal Self-Identity ?? What
I am What I would like to be
???? ??? ??? ??? ???? ???? ???? ??
??? ??? ???? ??? ?? ???-??? ??? ????.
1. ????? ??? 2. ???, ?????? ???
1. Symbol 2. Country of Region
1. ???? ??? ???? ?? ???? ??? ??????. 2. ??
???? ??? ???? ??(Badge)?? ????. 3. ??? ???
????.
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How to measure it ?
1. ?????? (Personality Adjective Scale) ????
??? ??? ???? ???? ?? ???? ?? ???? ????? ?? ?? 2.
????? (Photo sort) ??? ??? ???? ??? ????? ???
?? ???? ?? ?? ? ?? e.g. Maxwell House? ?? ????
?? ??? Nescafe? ?? ? ??? ??? ???? ?
??? ?? ??? ??? ?? ?? 3. ?? ??? (Free
Association) ??? ???? ?? ???? ???? ???? 5?? ???
?? ?? ??? ???, ???, ?? ?? 4. ?? ??? (Sentence
Completion) ?? ????? ???? ??? ?? ?? ?? ???? ??
?? ??? ????? ?? e.g. BugerKing is
5. ?????? (Psychodrama) ??? ??? ?? ???? ??? ???
??? ??? ?? ??. 6. ?? ??? ??? ?? ???? ????
???? ???? ?????? ???? ??
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Value Personality
Rokeachs Value Survey (RVS)
???? ??? ??(???, 1989)
???? ??? ??? ??? ???? ??? ? ?? ??? ???? ??
?? ??? ???? ??? ?
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Methodology (U.S.)
Jennifer Aaker(1997)
????? ??? ??? ????? ????? ?? ????? ????, ??? ???
???? ????? ???? 114?? ???? ??
3?? ??(? ??? ???, ??? ? ???? ???, ???? ???? ??
???)? ?? 37?? ??? ??
?? ? 1,200?? ???? ??(631? ??), 5? ??? ?? ????
??? ??? ? ???? ???? ??
5?? ??? ????(Brand Personality Scale) ??
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Dimension of Brand Personality
1. U.S.
Sincerity (??)
Excitement (??)
Competence (??)
Sophistication (??)
Ruggedness (???)
Down to Earth(???) Family-Oriented, Small
town Honesty (??) Sincere, Real Wholesomeness
(???) Original, Genuine Cheerfulness(??) Frien
dly, Sentimental
Daring(??) Trendy, Exciting Spirited(??)
Cool, Young Imagination(???) Unique,
Humorous Up to date(???) Contemporary,
Independent
Reliable(?? ? ??) Hard working,
Secure Intelligence(???) Technical,
Corporate Successful(????) Leader, Confident
Upper class(????) Good looking,
Glamorous Charming(????) Feminine, Smooth
Outdoorsy(????) Masculine,
Western Tough(??) Rugged, Strong
Jennifer Aaker(1997)
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Dimension of Brand Personality
2. Japan
Excitement (??)
Competence (??)
Peacefulness (????)
Sincerity (??)
Sophistication (???)
Talkative Funny, Optimistic Freedom
Positive, Contemporary, Free Happiness
Friendly, Happy, Likable Energy Youthful,
Energetic, Spirited
Responsibility Consistent, Responsible,
Reliable Determination Dignified,
Determined, Confident Patience Patient,
Tenacious, Masculine
Mildness Shy, Mild, Mannered, Peaceful Naivety
Naïve, Dependent, Childlike
Warmth Warm, Thoughtful, Kind
Elegance Elegant, Smooth, Romantic Style
Stylish, Sophistication, Extravagant
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Dimension of Brand Personality
3. Spain
Excitement (????)
Sincerity (??)
Sophistication (??)
Peacefulness (????)
Passion (??)
Happiness Happy, Outgoing, Fun Youth Daring,
Young, Spirited Independence Unique, Imaginati
ve, Independent
Thoughtfulness Considerate, Thoughtful,
Well-mannered Realness Real, Sincere, Down
to earth
Style Good looking, Glamorous, Stylish Confide
nce Confident, Persistent, Leader
Affection Affectionate, Sweet, Gentle Naivety
Naïve, Mild, Mannered, Peaceful
Intensity Fervent, Passionate, Intense Spirit
uality Spiritual, Mystical, Bohemian
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Dimension of Brand Personality
4. Korea
?? (Affection)
?? (Excitement)
?? (Sophistication)
?? (Sincerity)
?? ?? ??? ??? ??? ?
?? ??? ???
??? ? ?? ??? ???
??? ??
???(2000)
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Dimension of Brand Personality
5. e-Brand(Korea)
Activity (??)
Competence (??)
Trust (??)
Sincerity (??)
Familiarity (??)
?? ??? ??? ??? ??? ??? ??? ?? ??
??? ?? ???? ??? ????
??? ??? ??? ?? ? ??
??? ??? ???
??? ???
???, ??, ??(2001)
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????? ?? ??? ?? ??
FCB Grid Model
???

• ??? ??(??? ???)
• - ???, ????, ????
• ?? feel?learn?do
• ?? ???
• - ?? ????, ????
• - ?? ? ??, ??? ??? ?? ??
• - ?????? ?? ? ?? ???

• ????? ??(??? ???)
• - ???, ??, ???
• ?? learn?feel?do
• ?? ???
• - ?? recall diagnostic
• - ?? ? ??, ??? ??? ??
• - ?????? ??? ????, ??

??
??

• ???? ??(???? ??)
• - ??, ??, ??
• ?? do?feel?learn
• ?? ???
• - ?? ???
• - ?? ???, ??, POS
• - ?????? ????

• ??????(???? ???)
• - ??, ????
• ?? do?learn?feel
• ?? ???
• - ?? ???
• - ?? ?? ??, ???
• - ?????? ???? ??

???
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????? ?? ??? ?? ??
FCB Grid Model
???
???, ??, ???
???, ????, ????
??
??
??, ??, ??
??, ????
???
???(2000)
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3 Steps to Implementing a Brand
Personality Strategy
1. Researching Brand Personality Associations -
??? ?? ???? ?? ??? ??? ?? ?? (??? ??? ??)
2. Targeting a Brand Personality - ?? ????
??? ?? ??(value) ? ???? ?? - ?? ??? ??
?????? ??? - ?? ??? ???? ?? ? ??? ??? ??? ???
?? - ????? ???? ???, ??? ??? ??? ?? -
Social Trend? ??? ??? ?? ??? ??? ?? ??
3. Executing a Brand Personality Strategy - ??
?????? ??? ??? ??? ?? ??? ??? ??, ??, ?? - ??
??? ?? ?? (Endorser, User Imagery,
Executional Elements, Symbols, Consistency)
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Conclusion
??? ??? ???? (????? ?? ??)
????? ???? ??? ??? ??
???? ??? ??? ??? ??
Brand Personality Of Power Brand
??? ?? ?? ?????? (?? ???, ????)
?? ???? ??? ??