In the current market situation, the product differentiation is not evident, the criteria for consumers' choice of products are not limited to function or quality. The cultural contents of products or brands are also valued.
Even in the cosmetics market, where there is little difference in quality by brand, the package design of the product has become a major factor in consumer choice by giving the product a discriminatory image through character collaboration as part of the marketing strategy enhancing the product's attention, differentiation, improving memory so that role of advertising become improving the communication between consumers and products.
However, there is not enough research on the 'Brand Reputation', which is the variable and purpose of marketing through character collaboration.
Therefore, in this research, the 'Brand Reputation' was analyzed annually after character types used in the package were classified. According to the analysis, when character collaboration is applied to cosmetics packages, brand reputation is elevated regardless of the type of character or the classification of cosmetics, but this effect is temporary.
Because other brands also release their characters and collaboration products, reducing brand differentiation, and brand reputation is a determinant of 'Customer Loyalty' that indicates the degree of attachment to the brand by forming various internal and external customers with choice.