The purpose of this study is to understand the principle that plays a role as foundation for brand story and to embody brand story. More specifically, this study investigated the effects of brand story type on consumer’s attitude toward the brand, trust, preference and purchase intention. Greimas’s narrative theory literature serves as a foundation for proposing and testing the model of brand story types in product groups by applying FCB Grid model. An experiment was conducted for 209 subjects to test the effect of brand story type on consumer’s attitude. The results of the study show that the effect of ‘product essential type story’ is the highest on brand trust, and on the other hand, its effect on brand preference and purchase intention was not significant. With relation to high involvement/rational product, ‘product essential type story’ is the highest in trust and ‘life myth type story’ influences preference of high involvement/rational product most. In case of the products are closely involved in consumers and the consumers tend to purchase products by reasonable consideration, ‘product essential type story’ can be applied to build up brand trust. In case of high involvement/emotional product, the ‘relative information type story’ was most influential in brand trust and purchase intention. Finally, with relation to low involvement/emotional products, the ‘product essential story’ has significant influence on trust and purchase intention. In addition, ‘life myth type story’ has the highest influence on preference for brand.