나주시 공동브랜드 강화를 위한 브랜드 리뉴얼 사례

Abstract

It has led to changes in the market structure of the consumer-centric from producer center with the introduction of agricultural products overseas and development, rapid industrialization, competitive structure of agricultural products of local governments has intensified. Today's consumers become more request eyes growing, distribution of agricultural products, to production process also want to peep and get a sense of satisfaction and trust by it. This, importance and interest to the agricultural branded agricultural products that can be passed a differentiation strategy and improved product competitiveness of agricultural products of local government in the country is growing. With the passage of time, the consumer is for the scale of life and rich life satisfaction value All material purchased, by the growing interest in health and values ​​you expect to agricultural products, as well as local government, also large companies, investment in market entry and establishment of the identity of agricultural products is diversified, competition was fierce. In this work paper, as an asset of the municipality, agricultural branded domestic is the effective development, reduce promotional costs double or marketing of excessive consumer, to reduce costs at the same time as the brand strengthening effective I can be. Also, proposed to develop the new brand that needed to inform the Naju city to outside. Try to develop a new agricultural brand that can be able to raise the local economy with a uniqueness of Naju city positioning strategy and design that is differentiated, it is easily recognized by consumers.