지자체 농산물 공동브랜드에 나타난 지역 정체성 연구

Abstract

Agricultural Cooperative Brand started as a strategic model to gain international competitiveness, such as the intensification of competition for Agricultural Cooperative Brands of Local Governments, the demand for brand development, changes in consumer values, and the opening of the WTO and markets. The purpose of the research is: First, how is the regional identity of the Agricultural Cooperative Brand by region? Second, it examines whether there is a distinction in regional identity for Agricultural Cooperative Brands by region, and when Local Governments develop Agricultural Cooperative Brands, information is provided so that local identity can be applied well to develop. The study targets 136 Agricultural Cooperative Brands of Local Governments in 12 regions, and the analysis method is based on the Agricultural Cooperative Brands in each region and five components of regional identity (natural factors, historical factors, life factors, region names), Complex elements). As a result of the study, first, out of the 12 regions, nine regions were complex elements and three regions were natural elements. When looking at the currently expressed brands, two or more components are the most common, and natural elements and local names are the majority. Second, most of them are represented by region names and natural factors, so there is little difference between regions. The reason is that there is no deep research on the natural landscape representing the region and the naming that can represent it in each region, and it was developed by simply relying on the expression work of the natural landscape.