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open access
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ISSN : 1229-8778
This study evaluated the recent consumer's decision making phenomenon; which consumers make decisions based on the overall brand image, rather than the product's features. Focusing on food and beverage brand, the study intended to find a meaning in a new relationship between image and text as well as it's intention which evaluates the communication between brands and consumers. Through the study a new issue was brought out; if the brand image can be designed with the combinations of image/ text and the emotional connection to the consumer, then the brand identity will play an important role. The first result of the analysis was made to a point of 'a dream and stories' has to be put into a brand image. the methode is to bring “a dream and stories” of a brand image to consumers, rather than the brand product itself. Most of the leading brands have common theme which they have created “the story” as their own PR strategies. Secondly, in order to establish emotional brand image, identity is necessary for their brand image building. The elements of emotional branding methode will be mind identity, behavior identity, and visual identity. Finally, the two medium, text and images express sharp opposition to each other, but according to the change of trend, a phenomenon which a proportion gradually moving images was observed.Now, companies should act quickly upon on the analysis of the consumer's behavior for the competition between companies as the company of prior occupation among the market.
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