해외 패션 고급 상표들의 일반적인 이미지와 상표 이미지

The purpose of this study is to review the previous researches, to make clear the difference between general image and brand image in overseas luxury fashion brands. The questionaries were given to female residents in the ages of 20s'~40s' in Seoul and Kyung-gi province in October 2007. The collected data were analyzed by using SPSS 12.0 software such as paired t-test. The results of this study as follows; 1. As the result of the analysis of the difference across general images, it was regarded as the most Reputed’ and ‘Conspicuous’ image. 2. As the result of the analysis of the difference across brand images of oversea fashion luxury brands, it was regarded as the most Reputed’ image. 3. As the result of analysis of the difference between general images and brand images in overseas fashion luxury goods, it was found out that Chanel brand was regarded as more 'luxurious' and ‘original' image, on the other hand, Giorgio Armani and Burberry were not.