抄録
Recent advancement of brand management research is largely owed to the concepts of brand equity and brand identity by D. Aaker. This paper integrates these two concepts and proposes a model for brand strategy analysis. The crux of the proposed model is the use of BPS(Brand Personality Scale). We adopt AHP to quantify EPS so as to enable quantitative analysis. We will conduct the empirical analysis and show the effectiveness of the model.
