6차산업 안에서의 브랜드 확장과 브랜드스케이핑 발전전략 연구

Abstract

Background Recently, as the sixth industry has begun in earnest, the primary industry of crop production grown in rural areas is expanding into the rural convergence industry in connection with the secondary processing industry and the tertiary service industry. While brandscaping marketing strategies are currently being highlighted, this study proposes a development strategy for building brandscaping to help expand the brand in the sixth industry. Methods This study examined the relationship between the sixth industrial and brandscaping. This study also analyzed the key factors of brandscaping(identity, experientiality, spatiality) of five good practice companies selected by Ministry of Agriculture, Food and Rural Affairs. Accordingly, this paper proposes development strategies of brand extension and brandscaping in the sixth industry. Result In order to successfully expand the brand in the sixth industry, this study found that brandscaping strategies need to utilize and implement the natural resources, cultural resources, product resources, and service resources. Consumer participation should centered through story based visual identity, experientiality to form relationships with consumers, and spatiality to secure brand assets. Conclusion This study suggested that brandscaping is necessary in order to expand the brand in the sixth industry of agriculture. If brandscaping characteristics such as identity, experientiality, and spatiality are secured within the sixth industry, it will not only build successful brand values for farm companies, but also develop rural convergence industries along with rural development.