In response to growing instability and a perceived over-commercialization also of luxury brands, there is a trend among consumers to search for meaning and for experiences that feel genuine. The “humanization” of brands may feed the consumers growing desire for authenticity. This paper combines the brand personality concept and brand anthropomorphization and introduces the notion of personality-driven brand management especially for luxury brands and high-end cultural and creative businesses. After an introduction into the concept of brand personality, and with reference to identitydriven brand management, we explain what personality-driven brand management actually means. When the focal point of brand management shifts to the enlivened brand, the brand personality becomes the main source of inspiration for brand-building and influences all branding decisions. With personality-driven branding, managers may leverage the full potential of brand anthropomorphization. For instance, it can help to turn the brand into a strong character, which can spark the employee’s enthusiasm and thus also the customer’s passion for the brand. As a prerequisite of (internal) brand anthropomorphization, managers need to decide what kind of person they would like their brand to represent. For this purpose, they can consult a framework of brand personality dimensions for some guidance. A central part of this paper is a study about the major dimensions of luxury brand personality. Results suggest that there exist five distinct luxury personality dimensions including tradition, modesty, elitism, eccentricity, and sensuality. They help brand managers to develop distinct brand personalities by encouraging them to decide between contrasting traits. After presenting the major strategies to bring a luxury brand personality alive, the paper discusses the benefits of personality-based brand management and concludes with some major lessons learned.

人性敎育에 대한 德目과 內容 體制는 시대의 요구와 가치 미래비 전에 따라 달라진다. 따라서 인성교육에 대한 요구와 내용을 현시점 과 미래 지향의 방향에서 재점검하고 시대에 적합한 방안을 제시할 필요가 있다. 우리의 교육체계도 8차 교육과정에서는 創意的 人性敎育이라는 융 합된 형태로 인성교육의 내용이 바뀌어 추진된다. 하지만 오늘의 인성 교육이 主知主義적 관점에서 실천적인 관점으로 기본취지가 변경되고, 실천 중심의 창의적 인성교육은 체계적으로 진행되지 못하고 있다. 이에 창의적 인성교육의 실천에 대한 고민이 광의적인 검토되고 확 장될 필요가 있다. 뿐만 아니라 창의적 인성교육의 프로그램 개발과 실천을 위한 제반 노력들도 요구되고 있다. 예술교육은 창의적 사고력을 기를 수 있는 장점과 인성을 함양할 수 있는 장점을 두루 갖추고 있다. 이런 점에서 많은 예술관련 과목 들이 개설되었다. 하지만 書藝의 경우는 미술과목 자체속의 일부분인 현실이다. 서예가 교육현장에서 저 평가받고 있는 현실은 書藝 자체 와 서예를 둘러싸고 있는 제반 관계들에서 기인한다. 그간의 서예는 시대를 달리하면서 발전하고 변화하는 제반의 조건들과 무관하게 과 거의 시점들에 갇혀 지내온 것이 사실이다. 외연과 내용의 변화에도 둔감하게 반응하며, 修養論적 측면에서 인 성의 涵養이라는 구시대적 프레임으로 일관해온 측면이 강하다. 이러 한 상황에서 서예를 통한 창조성이나 인성의 함양을 제기 할 수 없 다. 따라서 독창성이나 유창성, 공동체성, 그리고 도덕적 판단력 등의 창의적 인성을 함양할 수 있는 지표들을 높일 수 있는 서예의 대안적 프로그램들의 개발은 더욱 절실하게 요구된다고 할 수 있다.

This study was conducted to investigate the effects and influences of horticultural activities program which has the educational element of creativity and personality applied to the primary school aged children. To confirm the effects of the Horticultural Activities Program (HAP), 31 children aged 8-10 years from J child community center in S city was set to test. 16 children were chosen for the experimental group, and 15 children who were not participated for the HAP were selected as the control group. This study was carried out for 40 minutes each time, once a week, from May ~ July/2016. To measure the creativity of children with horticultural activities program, Kim’s (2004) creative personality test was used. Before proceeding the HAP, homogeneity test was carried out for creative personality to two different groups and it was confirmed that they are in homogeneity as there was no significant difference statistically. It could be found that the children in experimental group who participated HAP has improvement of creative personality in average with 9 times of program and it is considered that there is positive effect to enhance the creative personality of child. There was significant difference statistically when creative personality was divided into 8 sub factors; patience/obsession, self conviction, humor, curiosity, imagination, openness, adventure and independence. All of 8 factors were improved in average. On the other hands, the control group had no significant difference statistically for all factors except humor. Therefore, Horticultural Activities Program which has the educational element of creativity and personality applied has the positive effects to the children’s patience/obsession, self conviction, humor, curiosity, imagination, openness, adventure and independence.