KR102027787B1 - Apparatus for diagnosing brand personality using brand personality map - Google Patents

Abstract

The present invention relates to a brand personality diagnosis method and apparatus using a brand personality map. To this end, to generate a survey information for sending a brand image for a specific brand to the questionnaire client, and receives the questionnaire personality evaluation information for the brand image from the questionnaire client to generate the questionnaire information that is the location information of the questionnaire in the brand personality map module; An ideal point information generation module may be configured to receive, from a brand client, quality evaluation information ideally pursued by a brand official of a specific brand and to generate abnormal point information which is location information of an ideal point in a brand personality map. According to this, the effect of analyzing and improving how far the ideal brand personality is from the current brand personality is generated.

Description

Apparatus for diagnosing brand personality using brand personality map}

The present invention relates to a brand personality diagnosis method and apparatus using a brand personality map.

Recent brand strategies have applied various psychological theories to understand the psychosocial characteristics of consumers. Brand strategy has been partially addressed in various theories and studies related to brands such as brand image, brand association, brand knowledge, brand assets, brand identity, and part of the concept has been actively studied through the concept of 'brand personality'. Brand personality is a concept that forms the core of asset management and identity strategies. It is the means by which brands can be differentiated and perceived by consumers, affect purchase intentions, and form relationships between consumers and brands. It becomes the ground to do it.

Republic of Korea Patent Application Publication No. 10-2002-0079841, Brand personality diagnostic processing method and system, Dentz Corporation Korean Patent Registration No. 10-1003474, Emotional Engineering Measurement System for Diagnostic Evaluation of Brand, Brand Concept, Design, and Naming and Image Diagnostic Evaluation of Objects and People, and Method of Survey and Computer Program for Storing It One record carrier, Republic of Korea Patent Registration 10-1549188, Brand image measuring apparatus and measuring method US Patent Publication 2014/0257990, Method and system for determining correlations between personality traits of a group of consumers and a brand / product U.S. Patent Application Publication No. 2017/0060982, Brand Personality Comparison Engine

However, the existing brand personality model is only to diagnose the brand personality of the survey, and the brand personality model that diagnoses the separation between the ideal brand personality and the brand personality of the survey and manages and improves the brand personality in the ideal direction is It is a necessary situation.

Accordingly, an object of the present invention is to provide a brand personality diagnostic method and apparatus using a brand personality map.

Hereinafter, specific means for achieving the object of the present invention will be described.

An object of the present invention is to transmit a brand image for a specific brand to the questionnaire client, and to receive the questionnaire personality evaluation information of the questionnaire for the brand image from the questionnaire client to obtain questionnaire information which is location information of a questionnaire in a brand personality map. Generating a survey information generating module; An abnormality point information generation module configured to receive, from a brand client, personality evaluation information of the specific brand ideally pursued by a brand official of the specific brand and to generate abnormality point information which is location information of an ideal point in a brand personality map; A diagnostic module for receiving the questionnaire information and the outlier information, and diagnosing and evaluating a brand personality state of the specific brand based on how far the questionnaire information is from the outlier; And a renewal module for generating a renewal image by renewing color information of the brand image such that the brand personality state of the specific brand is closer to the outlier information in the questionnaire information using a color map. The personality map means a map in which the personality elements of the brand are expressed in n dimensions, and the color map means a map in which color information is mapped to the brand personality map, and the brand image is a logo or an electronic sign of the specific brand. And a brand personality diagnosis apparatus using a brand personality map, which includes at least one of a web, an advertisement, a product, and a slogan.

The brand personality map may include a hard-soft first personality axis and a dynamic-static second personality axis.

The renewal module may include: a color extraction module configured to receive the brand image and extract color information configured in the brand image; A renewal color generation module for generating a renewal color that is renewed color information such that the personality state of the specific brand is located close to the outlier information in the questionnaire information; And a renewal image generation module for generating the renewal image by changing a color of the brand image to the renewal color.

The renewal module may include: a generation module configured to receive the brand image and noise and generate the renewal image; And a determination module for receiving the renewal image generated by the generation module and determining whether the renewal image is determined as another brand image corresponding to the outlier information and generating determination information. The determination module may be trained to receive the determination information on the renewal image and generate the renewal image similarly to the other brand image corresponding to the outlier information.

The brand personality map may be configured such that the plurality of emotional phrases are mapped based on the emotional scores of the plurality of emotional phrases.

In addition, the color map performs an emotional score analysis of evaluation information input from a plurality of questionnaire clients with respect to a plurality of brand images of a plurality of brands, and color information of the plurality of brand images is included in the brand personality map. It may be characterized in that it is configured to be mapped.

The renewal module may be configured to generate persona information renewed using the persona map such that the brand personality state of the specific brand is closer to the outlier information in the questionnaire information, and the persona map may include the persona information. A map mapped to a brand personality map. The emotion score analysis of evaluation information input from a plurality of questionnaire clients is performed on a plurality of personas, and the persona information of the plurality of personas is mapped to the brand personality map. It may be characterized by.

The diagnostic module may further include distance information, which is information about how far the question information and the outlier information are, direction information, which is information on a direction from the question information to the outlier information, and the question information, wherein the question information is the brand. Diagnosing and evaluating concentration information, which is information on how concentratedly is located in a personality map, and the renewal module generates the renewal images sequentially based on the distance information, the direction information, and the concentration information. can do.

Another object of the present invention is to send a brand image for a specific brand to the questionnaire client, and receives the questionnaire personality evaluation information for the brand image from the questionnaire client to the questionnaire information that is the location information of the questionnaire in the brand personality map Generating questionnaire information; An abnormal point information generating step of receiving, by a brand client, personality evaluation information of the specific brand ideally pursued by a brand official of the specific brand and generating abnormal point information which is location information of an abnormal point in a brand personality map; A diagnostic step of receiving the questionnaire information and the outlier information, and diagnosing and evaluating a brand personality state of the specific brand based on how far the questionnaire information is from the outlier; And generating a renewal image by renewing color information of the brand image such that the brand personality state of the specific brand is closer to the outlier information in the questionnaire information by using a color map. The personality map means a map in which the personality elements of the brand are expressed in n dimensions, and the color map means a map in which color information is mapped to the brand personality map, and the brand image is a logo or an electronic sign of the specific brand. It can be achieved by providing a brand personality diagnostic method using a brand personality map, including at least one of a web, an advertisement, a product, and a slogan.

The brand personality map may include a hard-soft first personality axis and a dynamic-static second personality axis.

The renewal step may include: a color extraction step of extracting color information configured in the brand image by receiving the brand image; A renewal color generation step of generating a renewal color which is renewed color information such that the personality state of the specific brand is located close to the outlier information in the questionnaire information; And generating a renewal image by changing a color of the brand image to the renewal color.

The renewal step may include: generating the renewal image by receiving the brand image and noise; And a determining step of receiving the renewal image generated in the generating step and determining whether the renewal image is determined as another brand image corresponding to the outlier information and generating determination information. Receiving the determination information on the renewal image in the determination step, it may be learned to generate the renewal image similar to the other brand image corresponding to the outlier information.

The brand personality map may be configured such that the plurality of emotional phrases are mapped based on the emotional scores of the plurality of emotional phrases.

In addition, the color map performs an emotional score analysis of evaluation information input from a plurality of questionnaire clients with respect to a plurality of brand images of a plurality of brands, and color information of the plurality of brand images is included in the brand personality map. It may be characterized in that it is configured to be mapped.

The renewal may include generating persona information renewed using a persona map such that the brand personality state of the specific brand is closer to the outlier information in the questionnaire information, and the persona map may include the persona information. A map mapped to a brand personality map. The emotion score analysis of evaluation information input from a plurality of questionnaire clients is performed on a plurality of personas, and the persona information of the plurality of personas is mapped to the brand personality map. It may be characterized by.

In addition, the diagnosing step may include distance information, which is information about how far the question information and the outlier information are, direction information, which is information on a direction from the question information to the outlier information, and the question information, wherein the question information is the brand. Diagnosing and evaluating concentration information, which is information about how concentrated the person is in the personality map, and the renewal step may generate the renewal images sequentially based on the distance information, the direction information, and the concentration information.

Another object of the present invention is to provide a memory module for storing program code for brand personality diagnosis; A processing module for processing the program code; Wherein the program code transmits a brand image for a specific brand to the questionnaire client, receives the questionnaire's personality evaluation information on the brand image at the questionnaire client, and is the location information of the questionnaire in the brand personality map. A questionnaire information generation step of generating questionnaire information; An abnormal point information generating step of receiving, by a brand client, personality evaluation information of the specific brand ideally pursued by a brand official of the specific brand and generating abnormal point information which is location information of an abnormal point in a brand personality map; A diagnostic step of receiving the questionnaire information and the outlier information, and diagnosing and evaluating a brand personality state of the specific brand based on how far the questionnaire information is from the outlier; And renewing color information of the brand image to generate a renewed image such that the brand personality state of the specific brand is closer to the outlier information in the questionnaire information using a color map. Wherein the brand personality map is a map representing n-dimensional personality elements of a brand, and the color map means a map in which color information is mapped to the brand personality map, and the brand image is the specific image. It can be achieved by providing a brand personality diagnostic device using a brand personality map, including at least one of a brand logo, billboard, web, advertisement, product and slogan.

Another object of the present invention is to send a brand image for a specific brand to the questionnaire client, and receives the questionnaire personality evaluation information for the brand image from the questionnaire client to the questionnaire information that is the location information of the questionnaire in the brand personality map Generating questionnaire information; An abnormal point information generating step of receiving, by a brand client, personality evaluation information of the specific brand ideally pursued by a brand official of the specific brand and generating abnormal point information which is location information of an abnormal point in a brand personality map; A diagnostic step of receiving the questionnaire information and the outlier information, and diagnosing and evaluating a brand personality state of the specific brand based on how far the questionnaire information is from the outlier; And renewing color information of the brand image to generate a renewed image such that the brand personality state of the specific brand is closer to the outlier information in the questionnaire information using a color map. Wherein the brand personality map is a map representing n-dimensional personality elements of a brand, and the color map means a map in which color information is mapped to the brand personality map, and the brand image is the specific image. It can be achieved by providing a computer program stored in a recording medium for performing a brand personality diagnostic method using a brand personality map on a computer, including at least one of a brand logo, billboard, web, advertising, product and slogan.

As described above, the present invention has the following effects.

First, according to one embodiment of the present invention, the effect of analyzing and improving how far apart the ideal brand personality is from the current brand personality is generated.

Second, according to one embodiment of the present invention, the effect of analyzing and improving the brand concentration is generated.

Third, according to one embodiment of the present invention, there is an effect of recommending color information to improve from the current brand personality to the ideal brand personality.

Fourth, according to an embodiment of the present invention, there is an effect that can recommend the persona information to improve from the current brand personality to the ideal brand personality.

The following drawings, which are attached to this specification, illustrate preferred embodiments of the present invention, and together with the detailed description thereof, serve to further understand the technical spirit of the present invention. It should not be interpreted.
1 is a schematic diagram showing a brand personality diagnostic apparatus according to an embodiment of the present invention,
2 is a graph showing a brand personality map according to an embodiment of the present invention;
3 is an exemplary diagram illustrating types of brand images according to an embodiment of the present invention;
4 is an exemplary view showing an example of generating questionnaire information according to an embodiment of the present invention;
5 is an exemplary diagram illustrating an example of generating outlier information according to an embodiment of the present invention;
6 is a graph illustrating a color map according to an embodiment of the present invention;
7 is an exemplary diagram illustrating an example of color information corresponding to an outlier according to an embodiment of the present invention;
8 is an exemplary diagram in which color renewal is applied to a brand image according to an embodiment of the present invention;
9 is a schematic diagram showing the configuration of a renewal module according to an embodiment of the present invention;
10 is a schematic diagram showing the configuration of a renewal module according to another embodiment of the present invention;
11, 12, 13, and 14 are exemplary diagrams illustrating an example of a persona map according to an embodiment of the present invention;
15 is a flowchart illustrating a brand personality diagnosis method according to an embodiment of the present invention.

DETAILED DESCRIPTION Hereinafter, exemplary embodiments of the present invention will be described in detail with reference to the accompanying drawings. However, in describing in detail the principle of operation of the preferred embodiment of the present invention, if it is determined that the detailed description of the related known function or configuration may unnecessarily obscure the subject matter of the present invention, the detailed description thereof will be omitted.

In addition, the same reference numerals are used for parts having similar functions and functions throughout the drawings. Throughout the specification, when a particular part is connected to another part, this includes not only the case where it is directly connected, but also the case where it is indirectly connected with another element in between. In addition, the inclusion of a specific component does not exclude other components unless specifically stated otherwise, it means that may further include other components.

Brand personality diagnostic device using brand personality map

1 is a schematic diagram showing a brand personality diagnostic apparatus according to an embodiment of the present invention. As shown in FIG. 1, the brand personality diagnosis apparatus 1 includes a brand personality map module 10, a questionnaire information generation module 11, an abnormality point information generation module 12, a diagnosis module 13, and a renewal module. (14).

The brand personality map module 10 refers to a map in which a personality element of a brand is expressed in one or more dimensions. The dimensional axis of the brand personality map according to an embodiment of the present invention may include a personality axis such as a hard-soft personality axis and a dynamic-static personality axis.

2 is a graph illustrating a brand personality map according to an embodiment of the present invention. As shown in FIG. 2, the brand personality map according to an embodiment of the present invention is a hard-soft first personality axis and a dynamic-static second static. It may consist of a two-dimensional axis of the personality axis, and each brand personality element may be grouped into a plurality of groups and mapped to a brand personality map. Table 1 below shows the grouping results of the brand personality map according to an embodiment of the present invention.

Personality group Personality element Tenderness Static, Relaxed, Moderate, Mild, Calm, Healthy, Tidy, Relaxed, Simple, Peaceful, Well-groomed, Simple, Simple, Neat, Convenient, Easy Freshness Stable, Clear, Clean, Pure, Weak, Soft, Rustic, Smooth, Fresh, Neat, Refreshing, Calm, Refreshing, Flexible Prestigious Intelligent, Conservative, Formal, Classy, Reliable, Sophisticated Lovely Fragrant, Babey, Sweet, Feminine, Lovely, Fresh, Dazzling, Beautiful, Gorgeous, Joyful Charming Cool, Generous, Sensual, Sweet, Cool, Decorative, Mature, Classy, Fantastic, Attractive, Relaxed, Korean, Oriental, Classic Soft Thin, light, smooth, delicate, neat, transparent Dynamic Open, Strong, Passionate, Strong, Lively, Rough, Wild, Muscular, Hi-Tech, Cool, Latest, Confident, Exceptional, Reactive, Artificial, Active, Innovative, Active, Vital, Individual, bright Adventurous Challenging, adventurous, action-oriented, dynamic Imaginative Original, versatile, quirky, curious, creative, unique, imaginative, interesting Excitement Rhythmic, sporty, outgoing, diverse, pursuing, cheerful, cheerful, trendy, funny, bright, free, new, stand out, complex Elegant Older, gloomy, cloudy, old, dignified Gentle Calm, Caring, Quiet, Serving, Family-Oriented, Protective, Dedicated, Secure, Stable, Compassionate, Moderate, Virtue Generous Courteous, cautious, patient, humble, generous, understanding, tender Cautious Dark, Rugged, Focused, Constant, Careful, Self-Control, Faithful, Honest, Masculine, Heavy, Quiet, Deep, Detailed Social Collaborative, Traditional, Self-sufficient, Sympathetic, Seeking Harmonious, Candid, Sympathetic, Friendly, Cozy, Abundant, Essential, Natural, Friendly, Emotional Sincerity Reliable, Fair, Supportive, Objective, Hardworking, Responsible, Sincere, Dedicated, Hard Working, Consistent Logical Hard, Realistic, Realistic, Functional, Organizational, Conceptual, Systematic, Thorough, Firm, Realistic, Logical, Discriminant, Rational, Clear, Structured Friendly Flexible, Adaptive, Intimate, Ideal, Conversational, Attachable, Social Progressive Swift, Agile, Visionary, Enterprising, Leading, Progressive, Applicable, Inquiry, Bold, Autonomous, Urban, Western, Aggressive, Western Competence Insightful, Sure, Cognitive, Persuasive, Efficient, Deterministic, Strategic, Practical, Clever, Independent, Resourceful, Successful, Voluntary

As described in Table 1 above, a plurality of personality elements mapped to a brand personality map according to an embodiment of the present invention may be grouped into a plurality of groups. Brand personality map according to an embodiment of the present invention, as shown in Table 1, a personality element and a personality group can be preset, it is also possible to be derived through a questionnaire questionnaire.

According to another embodiment of the present invention, the brand personality map may be composed of an emotion score map to which a plurality of morphemes (phrases) are mapped. Accordingly, each axis of the brand personality map may be configured as an emotion score axis, and a plurality of emotion phrases may be distributed based on the emotion score axis. The brand image, brand personality state may be configured to be mapped by the questionnaire client or the brand client in this brand personality map.

The survey information generation module 11 transmits a brand image (image / video of logo, billboard, web, advertisement, product, slogan, etc.) to the questionnaire client, and the questionnaire's evaluation information on the brand image in the questionnaire client. The module is configured to receive location information (hereinafter referred to as survey information) in the current brand personality map.

3 is an exemplary view illustrating types of brand images according to an embodiment of the present invention. As shown in FIG. 3, the brand image may include an image / video of a logo, a signboard, a web, an advertisement, a product, a slogan, and the like.

4 is an exemplary view showing an example of generating questionnaire information according to an embodiment of the present invention. As shown in FIG. 4, the questionnaire information according to an embodiment of the present invention may include location information in a personality element, a personality group, and a brand personality map currently considered by the questionnaire.

The ideal point information generation module 12 receives the personality evaluation information of the brand ideally pursued by the brand concerned with respect to the corresponding brand image in the brand client, and generates location information (hereinafter, the ideal point information) in the brand personality map of the ideal point. Module to create.

5 is an exemplary diagram illustrating an example of generating outlier information according to an embodiment of the present invention. As shown in FIG. 5, the abnormality point information may include location information in a personality element, a personality group, and a brand personality map that are ideally pursued by brand officials.

The diagnostic module 13 is a module that receives the survey information and the abnormal point information, maps it to a brand personality map, and diagnoses and evaluates how far the current brand personality is from the abnormal point. In the diagnostic module 13 according to an embodiment of the present invention, the distance information (how far from the abnormal point information) of the questionnaire information and the abnormal point information, the direction information (which direction is closer to the abnormal point information), Personality concentration information of the questionnaire information (how concentrated is the brand personality) can be diagnosed.

The renewal module 14 is a module that renews the brand image so that the brand personality is improved as the brand personality gets closer to the ideal point information in the survey information. According to an embodiment of the present invention, the color map may be used to renew the brand image. In addition, the renewal module 14 may generate a sequential renewal image based on distance information, direction information, and personality concentration information diagnosed by the diagnostic module 13. According to this, there is an effect that it is possible to prevent a renewal that fails due to a sharp change in brand personality.

6 is a graph illustrating a color map according to an embodiment of the present invention. As shown in FIG. 6, a color map according to an embodiment of the present invention may be generated by superimposing an I.R.I color map developed by a color research institute on a brand personality map according to an embodiment of the present invention. Using the color map according to an embodiment of the present invention, since the color is matched with the above personality group or personality element, there is an effect that can renew the brand image based on this.

According to another embodiment of the present invention, it is also possible to generate a color map by matching a color with a personality group or a personality element based on main color information extracted from a specific brand image and questionnaire information received from the questionnaire. That is, an emotion score analysis of evaluation information input from a plurality of questionnaire clients is performed on a plurality of brand images of a plurality of brands, and color information of the plurality of brand images is mapped onto the brand personality map. . According to this, since the generation of the color map can be naturally updated, the effect of being able to apply the latest sense and the latest trend of the public to the color map is generated.

7 is an exemplary view showing an example of color information corresponding to an outlier according to an embodiment of the present invention, Figure 8 is an exemplary view applying color renewal to the brand image according to an embodiment of the present invention. 7, 8, the renewal module 14 according to an embodiment of the present invention generates renewal information that is information about the renewal based on the questionnaire information and outlier information, and renewal is applied to the renewal information A renewal image that is a brand image may be generated. As illustrated in FIG. 7 and 8, the renewal module 14 may generate a renewal image by applying color information close to abnormal point information from an existing brand image. According to one embodiment of the invention there is an effect that the renewed image can be automatically proposed.

9 is a schematic diagram showing the configuration of a renewal module according to an embodiment of the present invention. As shown in FIG. 9, the renewal module 14 may include a color extraction module 140, a renewal color generation module 141, and a renewal image generation module 142.

The color extraction module 140 is a module that receives the brand image and extracts color information configured in the brand image. Color information according to an embodiment of the present invention may include information of hue, lightness, saturation.

The renewal color generation module 141 is a module for generating a renewal color that is renewed color information so that the personality of the corresponding brand is located close to the abnormal point information in the survey information. The renewal color according to an embodiment of the present invention may be configured to correspond to existing color information.

The renewal image generation module 142 generates a renewal image by changing an existing color from the brand image to the renewal color.

10 is a schematic diagram showing the configuration of a renewal module according to another embodiment of the present invention. As shown in Figure 10, the renewal module 14 may be applied to an artificial neural network, such as a Generative Model. The renewal module 14 according to the generic model may include a generator module 143 and a discriminator module 144.

The generation module 143 generates a renewal image by receiving the brand image and noise, and receives the discrimination information on the renewal image from the determination module 144 to generate the renewal image determined as another brand image corresponding to the outlier. This module is trained to generate (optimize the loss function).

The discriminator module 144 receives the renewal image generated by the generation module 143 and determines whether it is discriminated as another brand image corresponding to the same outlier and generates discrimination information.

According to another embodiment of the present invention, when the renewal module 14 according to the genetic model is used, not only the renewal of colors but also the atmosphere, composition, texture, texture, etc. can be renewed.

11, 12, 13, and 14 are exemplary diagrams illustrating an example of a persona map according to an embodiment of the present invention. 11, 12, 13, and 14, the renewal module 14 according to an embodiment of the present invention may propose a persona corresponding to an outlier through a brand personality map. Persona is the most sure and consistent way to remain in the consumer's memory, in one embodiment of the present invention to renew the image of the brand by exposing the image of 'Persona' associated with the brand personality to consumers can do.

11 is an example of a persona corresponding to Dynamic according to an embodiment of the present invention, Figure 12 is an example of a persona corresponding to Static according to an embodiment of the present invention, Figure 13 corresponds to a Hard according to an embodiment of the present invention Example persona, Figure 14 illustrates a persona example corresponding to Soft in accordance with an embodiment of the present invention. A persona map according to an embodiment of the present invention may be generated by superimposing a persona corresponding to each personality element or a personality group on a brand personality map. Using the persona map according to an embodiment of the present invention, since the above personality group or personality element and persona match, there is an effect that can renew the brand image based on this.

According to another embodiment of the present invention, a personality map or a personality element and a persona map are matched with a personality group or a personality element based on the survey information received from the questionnaire for the specific brand image and the personality information of the persona received from the questionnaire for the specific persona. It is also possible to generate. In other words, a map in which persona information is mapped to the brand personality map, and an emotion score analysis of evaluation information input from a plurality of questionnaire clients is performed on a plurality of personas, and the brand personality map includes a plurality of personas. You can configure a persona map to map persona information. According to this, since the persona map is updated naturally, it is possible to apply the latest sense and the latest trend of the public.

Accordingly, the renewal module 14 according to an embodiment of the present invention may output the persona corresponding to the outlier to the brand client.

Brand Personality Diagnosis Method Using Brand Personality Map

15 is a flowchart illustrating a brand personality diagnosis method according to an embodiment of the present invention. As shown in Figure 15, the brand personality diagnostic method according to an embodiment of the present invention, the questionnaire information generation step (S10), outlier information generation step (S20), diagnosis step (S30), renewal step (S40) It may include.

Survey information generation step (S10) transmits the brand image (image / video of logos, billboards, web, advertisements, products, slogans, etc.) to the questionnaire client, and the questionnaire client to evaluate the questionnaire about the brand image Receiving and generating location information (survey information) in the current brand personality map.

The ideal point information generation step (S20) receives the personality evaluation information of the brand ideally pursued by the brand concerned with respect to the corresponding brand image in the brand client and generates location information (outlier point information) in the brand personality map of the ideal point. Step.

The diagnosis step (S30) is a step of diagnosing and evaluating how far apart the current brand personality is from the abnormal point by receiving the survey information and the abnormal point information.

The renewal step (S40) is a step of renewing the brand image such that the brand personality is improved as the brand personality becomes closer to the ideal point information in the survey information using the color map or the persona map.

As described above, those skilled in the art will appreciate that the present invention can be implemented in other specific forms without changing the technical spirit or essential features. Therefore, the above-described embodiments are to be understood in all respects as illustrative and not restrictive. The scope of the present invention is shown by the following claims rather than the detailed description, and all changes or modifications derived from the meaning and scope of the claims and equivalent concepts should be construed as being included in the scope of the present invention.

The features and advantages described herein do not include all, and in particular many additional features and advantages will become apparent to those skilled in the art in view of the drawings, specification, and claims. Moreover, it should be noted that the language used herein has been chosen primarily for ease of reading and for teaching purposes, and may not be selected to describe or limit the subject matter of the present invention.

The foregoing description of the embodiments of the invention has been presented for purposes of illustration. It is not intended to be exhaustive or to limit the invention to the precise form disclosed. Those skilled in the art can appreciate that many modifications and variations are possible in light of the above disclosure.

Therefore, the scope of the present invention is not limited by the detailed description, but is defined by any claims of the application on which it is based. Accordingly, the disclosure of the embodiments of the present invention is illustrative and does not limit the scope of the invention described in the claims below.

10: brand personality map
11: Survey Information Generation Module
12: outlier generation module
13: Diagnostic Module
14: Renewal Module
140: color extraction module
141: Renewal color generation module
142: renewal image generation module
143: Generation module
144: Discrimination Module

Claims (18)

Sending the brand image for a specific brand to the questionnaire client, and receives the questionnaire evaluation information which is the personality evaluation information of the questionnaire for the brand image from the questionnaire client to generate the questionnaire information which is the location information of the questionnaire in the brand personality map. A survey information generation module;
Receiving the stakeholder evaluation information, which is the personality evaluation information of the brand official with respect to the specific brand that the brand official of the specific brand is ideally pursued by a brand client, and generates outlier information, which is location information of the outlier in the brand personality map. Outlier information generation module;
A diagnostic module for receiving the questionnaire information and the outlier information, and diagnosing and evaluating a brand personality state of the specific brand based on how far the questionnaire information is from the outlier; And
Renew the color information of the brand image to generate a renewal image such that the brand personality state of the specific brand is closer to the outlier information in the questionnaire information using a color map, and generate a renewal image using a persona map. A renewal module for generating persona information renewed such that the brand personality status is closer to the outlier information in the questionnaire information;
Including,
The brand personality map refers to a map in which the personality elements of the brand are expressed in n dimensions, and is a hard-soft first personality axis and a dynamic-static second personality. Wherein the plurality of emotional phrases are mapped to the emotional scores of the plurality of emotional phrases including the axis,
The color map refers to a map in which a plurality of color information is mapped to the brand personality map, and performs emotion score analysis of personality evaluation information input from a plurality of questionnaire clients on a plurality of brand images of a plurality of brands. And color information of the plurality of brand images is mapped onto the brand personality map.
The brand image includes at least one of a logo, a signboard, a web, an advertisement, a product, and a slogan of the specific brand,
The persona map refers to a map in which a plurality of persona information is mapped to the brand personality map, and the emotion score analysis of the personality evaluation information input from the plurality of questionnaire clients is performed on the plurality of persona information to perform the emotion brand analysis. The plurality of persona information is mapped to a personality map,
The diagnostic module may include distance information, which is information about how far the question information and the outlier information are, direction information, which is information about a direction from the question information to the outlier information, and the question information, wherein the question information is the brand personality map. Create concentration information, which is information about how concentrated you are at
The renewal module may be configured to sequentially update the renewal image based on the distance information, the direction information, and the concentration information, so that the concentration information is improved while the brand personality state is closer to the abnormal point information in the questionnaire information. Characterized in that
Brand personality diagnostic device using a brand personality map.
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