Repositioning Strategies Following Fast Food Brand Personality

This study attempted to understand the fast food brand personality in the domestic dining market to present the repositioning strategies within the competitive market. Positive analysis results were as follows. First, the five brand individualities of `familiarity`, `passion`, `professionalism`, `reliability`, and `refinement` were derived. Second, the deductions made on perceptions of the population using a Biplot based on the brand personality showed that there were significant differences among the brand personality images of the brands, which were the targets of comparison. Third, there were significant between-group differences in the comparisons of perception among the subgroups according to gender, brand reliability, and brand satisfaction. Fourth, there were significant between-group differences in the consumer fast food brand preferences and ideal point. Such studies can provide information useful for establishing marketing differentiating strategies by grasping the brand personality of competing brands in the market.