| Abstract |
| Brand character plays the role of an important brand identity that brings out the promotion of the particular brand or product. Thus, the purpose of this research was to determine to what extent the visual information of the brand characters delivers the brand image to the customers and what kind of effective promotion conditions are used so that the customers are able to acknowledge such visual information. The research was conducted by focusing on “Ttoro” of Kumho Tire, a domestic tire brand character and “Monsieur Bibendum” of Michelin, a foreign tire brand character. In addition, for a morphological information analysis, an analysis methodology of using morphological recognition theory was utilized to research the visual information of brand characters and the cognitive morphology. Also, to verify the usefulness, a survey based on morphology information was executed to analyze the usefulness of the brand characters. This proves that the visual information shown in the morphology analysis of the overall brand character is changing in line with the changes of the era and that the changes of consumer awareness and common ground too are followed by the image that influences the brand and the product. In this research, the positive effects of the consumer`s brand image are expected to be verified through morphological recognition and the importance of the brand characters would be highlighted. |
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| Key Words |
| 브랜드 캐릭터, 형태재인이론, 타이어 브랜드 캐릭터, Brand character, Morphological recognition theory, Tire brand character |
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