Abstract
A study on building brand image in advertising
Kim, Hung Kyu, PH.D.
Professor
Dept. of School of Communication and Information
Han Kuk University of Foreign Studies
Kim, Yoo Kyung, PH. D.
Associate Professor
Dept. of School of Communication and Information
Han Kuk University of Foreign Studies
Choi, Won Joo
Planning Manager
Marketing Team, KORAD
This study is focused on the role of advertising in building brand equity, From this study, we try to confirm the premise that states strong brand image that forms brand personality is built in advertising. We also concretely look into helpful factors in expressing brand personality. Therefore, this study approaches from the strategic viewpoint of how brand personality/image con be expressed in the creative. This is surely the point that brings more specific and more strategic implication to both advertising agency and the client who create messages.
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