| Abstract |
| Marketing activity using charactersrequires business transformation such as creation of brand identity, advertisement using character making, approach which boosts sales through diverse events, marketing for asset cumulation, strategy making and commercialization. America, Japan and many European countries already knew the importance of character in cultural and economic aspects and have built thier own new marketing strategies and character identities which cover most parts of the world. In contrast, Korean character industry is now at the stage of developing and even some known characters failed or lasted a short time because of inexperience and immature business running. But since 2003 Korean characters are getting higher attention in domestic market than foreign characters. So now we need a more specific, well organized strategy and management. Especially 21st century is called `the Time of Culture`. A culture doesn`t exist as culture itself any more and it means the change to culture industry which produces economic additional value. This change reflects our situation; fear for natural resource exhaustion, environmental problems, value standard change in life, andso on. The reason why we need character industry development now is that it can be developed on the basis of human resource and can play an important role in the fields of our culture and economy. |
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| Key Words |
| character, communication, identity |
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