경상북도 지자체 농산물 공동브랜드의 아이덴티티 및 브랜드전략- 안동시를 중심으로 -

Abstract

This study suggested the "Identity and Brand Strategy of local government brands" for the purpose of rebuilding rural areas to generate stable profits. In the research method, the spatial scope is Andong-city. The subject of the study is limited to co-brands of agricultural products developed and managed by local governments. The research method reviews the brand's identity theory and utilizes secondary data(statistics from the ministry of agriculture, food and rural affairs, home page). The results of the study are as follows. First, Andong City should develop a co-brand for locally produced agricultural products and reposition its identity to consumers. Second, The premise of this is that local governments enact the "Ordinance on the Promotion of Co-Brands for Agricultural Products," Standard quality specifications (uniform sugar content, chromaticity, size, and weight) of agricultural products by item should be presented to production farmers. Third, Local governments must obtain joint brand trust from consumers through the acquisition of national certification marks or geographical indicators. Fourth, Local governments should take the lead in enhancing the image of the co-brand at home and abroad in enhancing the co-brand identity. Fifth, local governments should provide approval subsidies to farm organizations that attempt to obtain national certification marks. The implications of this study are that the brand alliance between local governments and farm organizations can be found in promoting farm income and the local economy. For example, jobs, equal opportunities for social welfare, a rise in local land prices, the rise of options for returning to farming and rural areas and a boom in smart farm start-ups for young farmers.