名山의 브랜드 戰略

Brand Strategy of Famous Mountains: Brand Charisma, Personification, Self-Congruity

This research is aim to identify and apply to the variables which are used for consumer goods study, on the assumption that famous mountain as prestige goods. As mountain climbing trend stresses more mental benefit than physical value and famous mountains has been suffered from over-capacity and misdemeanor of visitors, we needs the prestige brand strategy to regulate demand. Brand charisma, personification and self-congruity were used in surveying the mountain climbers in Baekdoo, one of the most prestigious mountains in the context of Korean. Findings said that mountain climbers who hold strong brand charisma will more favorable attitude for climbing and recommendation intention. Strong personification of and self-congruity with the Baekdoo mountain also significantly in influenced attitude and recommendation intention. Based on the brand charisma, intentional and strong storytelling marketing should be deployed to create charismatic image. Also stressing on human characteristics, it is necessary to form a bond between mountain and potential mountain-climbers. As visitors have high possibility of visiting place where their self-image fit together with the image of place, we need to intentionally perform self-image of potential visitors.