브랜드개성에 따른 커피전문점 포지셔닝 전략 - 부산지역 대상 -

This study aims to apply brand personality to the local coffee franchise market in order to figure out with which images the coffee franchise brands are being actually perceived by consumers and also provide their directivity and positioning strategies regarding effective marketing differentiation by drawing a perception map. According to the result of this research, the coffee franchise images according to the brand personality include ‘sophistication․specialization’, ‘amiability․pleasantness’, and ‘solidness’, etc. According to the result of making a perception map based on the attributes of image evaluation, there was significant difference in brand personality among the subjects of comparison, the coffee franchise brands. And also in the subdivided groups of consumers, there was a significant difference about the ideal point and preference for coffee franchises. It is expected that these research findings will provide basically useful information in strategy establishment for marketing market subdivision in the local coffee franchise market that is getting more competitive.