This study is purposed to provide proved data effectively applicable to the establishment of brand property through understanding of characteristics by brand of a swimming suit of corporations related to sale of swimming suits by analyzing brand characteristics by swimming suit and the effect of brand characteristics on brand recognition, brand preference and consumer behavior by survey of brands used depending on the individual participation characteristics of users of the swimming pool. Following conclusion is derived as the result analyzing data concerning 583 users at 6 swimming pools that are operated in the D-metropolitan city and the G-city by using SPSS 18.0 for Windows.
First, it was that the brand most frequently by users of swimming pools were Arena and that users below the 20-age mostly used Nequin. Second, it was for brand characteristics that Rally and Arena were brand showing the highest brand characteristics, and that Nequin was brand showing the lowest brand characteristics. Third, it was that a positive (+) relationship was constituted between brand characteristics, brand recognition, brand preference and consumer behavior. Fourth, it was that design, quality and reliability of brand characteristics had a positive effect on the brand recognition. Fifth, it was that functionality, quality, advertisement satisfaction and reliability of brand characteristics had a positive effect on the brand preference. Sixth, it was that price, recognition, color and reliability of brand characteristics had a positive effect on consumer behavior. Consequently, since consumers purchasing and using Rally and Arena brands have a positive effect on brand recognition, brand preference and consumer behavior and raise the property value of these brands and give a significant effect on consumer behavior, corporations that are involved in production, distribution and sale of Nequin brand must urgently prepare the revolutionary advertisement activity methods for reliability, design quality, price, recognition and color of brands.