Abstract In order to acquire target brand images, companies develop various activities to manage brands as assets. However, in fact, since companies cannot grasp the necessary elements for the image, there are companies that make inconsistent products and promotions into the world. Therefore, in this research, we verified the factors that form "quality" brand image, which is said to be ambiguous and complicated. Quality is said to include not only objective value (Functional value) such as performance and durability but also subjective value (Emotional value) such as beauty and perceived quality. In recent years, companies such as Apple and Samsung, which have excellent emotional value, are emerging, so the value is considered as a major source of competition in the manufacturing industry. We believe that this research will enable companies to undertake effective decision-making without obscuring the elements necessary to acquire the target brand image.