지역 에코 축제 브랜드 아이덴티티와 관리 전략에 대한 연구

Abstract

Local governments are focusing on the local festival as an important strategy for administrative governance. It is because local festival is considered as a place where local people and government can communicate with each other. However, a thousand of most local festivals lacked value proposition and failed to specialize their own characteristics, so they were criticized for inefficiency and it is inevitable to be rearranged. In this situation, local eco festival deals with the therme of environmental protection which is the main problem in 21C as well as the world common issue and it is attracting domestic and international attention. Also, it is evaluated as the successful local festival by mass media and administrative agencies. This study chose the establishment of brand identity theory for intangible asset, eco festival, as the study method. It analysed how the associated factor of brand identity is connected with eco theme, and studied if the expansion strategy for identity strengthening considered the balance with consistency. Also, it drew conclusion that the firm recognition for brand identity is important for strong identity establishment and the creation of new value concerning eco is necessary as consideration for festival participants. It emphasized the importance of brand consistency suggesting the establishment of management system focusing on the characteristic of the festival as a brand management strategy. It is systemized into planning and communication parts, and the planning part suggested benchmarking, green industry research, and communication strategy as integrated communication strategy which solve the problem from participants' position, and it also suggested the application of alternative media of non-mass media concept.