헤리티지 콘텐츠를 활용한 글로컬 브랜딩에 관한 연구 - 제주도내 30개 화장품 브랜드를 중심으로 -

Abstract

The Jeju Island's selection of the new 7 Wonders of Nature is being the decisive factor which 'The Culture Contents Korea' is changed to 'The Heritage Contents Jeju'. Presently, the Jeju Island's natural heritage is beginning to have the representativeness of Korea's natural heritage. And it also let the entire world know the cultural heritage's excellence at the national level. Jeju Island has the three success factor in cosmetics industry (sightseeing, water, and purity), and its competitiveness can deserve to be said as best in Asia due to its fine natural condition.. Through the study of glocal-brand that makes the best use of Jeju Island's heritage contents, it was able to pave the way to realize the significance of Jeju's cosmetics brand value. This study has classified the Jeju Island glocal brand's visual image into each type through theoretical consideration of each heritage's theoretical background and its glocal branding by selecting 30 cosmetic glocal brands in Jeju. In addition to Jeju Island glocal brand's visual image classification, this study also examined the characteristics of visual images such as concept and logo that appeared in each brand. Particularly for the globalization of domestic cosmetics brand, this study analyzed the formative image of Retro Branding, Iconic Branding, and Heritage Branding that has showed up in Jeju Island's glocal branding. As a result, the local branding of Jeju shown in 30 posts visual image properties largely appeared to 46.6% retro branding, branding icon showed 3.3%, and 16.6%, respectively beuraendingneun Heritage. It can be expected that this study will be the basline data to the future study of Jeju Island's heritage glocal-branding.