Abstract
Television viewers
accustomed to a large number of television channels have been changed to choose a channel by channel
brand image rather than a simple comparison of contents. Therefore, many studies have been conducted on channel brand.
However, the study of kid s’ channel brands have so far researched only a couple of channels. Animation programs, which
mainly comprise kid s’ channels, are less culturally distinct than live action programs, so they are easy for a foreign culture
to accept. Therefore, if a network is open to foreign investors, then the domestic kid s’ channels will most likely be the first
to be modified by the global media. For this reason, this research aims to study the effect of channel brand identity design
on brand image, with particular focus on kids channels, targeting ages 11 12 Of the lowest- and highest-ranked kids’ channels on the brand power index, I compared brand identity and brand image of two kids’ channels. In accordance with the findings, I created two IDs of the lowest channel, and then a positive change of brand image was confirmed.
