The brand's core image is not just formed by the things the company creates, including products, logos, packaging. There is also the aspect where the users influence the brand's core image. In this paper, we apply the analytical method in Shirai et al. (2016) to try understanding a “brand's core image” by identifying the characteristics of a brand's typical users. Two universities were selected as targets for an empirical analysis. This is because the relationship between the university and the students is a very suitable target for clearly grasping the relationship between the brand's core image and the user's core image. Furthermore, this method cleared the image of typical users, not general users.