편의점 브랜드 캐릭터의 개발과 활용 연구

Abstract

The purpose of this study is to find out how brand characters help to form a positive brand image and brand equity through the case of CU. To this end, Heyroo Friends and CU Friends were analyzed based on previous studies on brands and brand characters. Heyroo Friends was only a PB product brand character based on CU's function, but it developed into CU brand character CU Friends by expanding the media from webtoons to web dramas, and metaverse. CU Friends is being actively used as a means to enhance the brand image as the basis for characters in flagship stores and short-form web drama series. Contents based on brand characters is contributing to deepening the relationship between consumers and brands. Through this study, it was confirmed that brand characters can be an effective means of enhancing brand identity and forming familiarity, as well as building brand assets through symbolic differentiation.