The purpose of this study was to find out the effects of the accord between consumer`s benefit factors and attribute factors of brand image on brand attitude. This study was based on Keller s conceptualizing model of brand image. The subjects were 605 working women in their twenties living in Seoul, Korea. The data were analyzed by Euclidian distance model, ANOVA of repeated measures, regression, F-test by Extra Sum of Squares Principle . The results were as follows. 1. There were significant differences among the brands and among the segmented groups in the accord between benefit factors and attribute factors of brand image and in the brand preference. Moreover there were significant interactions between the brands and the segmented groups in the accord between benefit factors and attribute factors of brand image and in the brand preference. 2. There were significant effects of the accord between benefit factors and attribute factors of brand image on brand attitude. 3. There were significantly different effects of the accord between benefit factors and attribute factors of brand image on brand attitude among the segmented groups.