브랜드 프로파일링 툴을 활용한 브랜드 포지셔닝과 인지도의 관계 비교 연구 - 맥주 브랜드를 대상으로 -

Abstract

Background The purpose of this study is to compare and interpret the relationship between brand awareness and brand positioning of beer brands using the Brand Profiling Tool 2. Methods The questionnaire to bear brand were consists of 10 modules. The data of symbolic value among the 10 modules were analyzed. BP2 developed as a smartphone mobile application was used, and the questionnaire panel consisted only of opinion leaders and bloggers with high brand understanding. Result First, it can be seen that the symbolic value of 'pleasure' is the highest or the second highest in most brands, and consumers tend to pursue 'pleasure' regardless of brand when purchasing beer. Second, in case of highly recognized beer brands, the evaluation of symbolic value tends to be quite similar to each other. Third, beer brands with low awareness can be considered to have high customer loyalty as those have high symbolic value sum score. Fourth, there are brands with very low symbolic value summation scores, regardless of their recognition. It implies that high brand awareness does not unconditionally mean successful branding. Fifth, there were some cases amongst the low-recognition brands which received significantly higher marks in symbolic values while the majority of other brands received lower marks. It can be said that they have performed relatively well for differentiating brand positioning. Conclusion A brand with a high awareness is appropriate to enhance the image of the symbolic value of 'pleasure' as a brand positioning strategy. One way to increase awareness of low-recognition brands is to give them an image of "pleasure." For an aggressive brand positioning of a low-recognition brand, it can be differentiated from other brands by focusing on other symbolic values.