지방자치단체 농산물 공동브랜드의 브랜드네임 개발 사례 연구- 상주시 명품쌀 공동브랜드 개발을 중심으로 -

Abstract

Background There are many restrictions on small local farmers entering the market by creating individual brands. The reasons are oversupply of agricultural products and rapid changes in consumption trends. In response, local governments are developing joint brands of agricultural products to help local farmers enter the market. This study analyzes joint brand development of agricultural products and presents direction for efficient brand name development in the future. Methods It recognizes importance of brand name and co-branding through description and looks for ways to develop brand name in the future by analyzing current status of joint brands of agricultural products. Later, the government wanted to closely analyze the development of joint brand name rice in Sangju and enhance understanding of the development. Result The brand name strategy derived from this study is 1) that brand names, including geographical names, have a positive impact on consumers and 2) a clear guide to the development process for brand name differentiation. Conclusion This study is meaningful in that it recognized the importance of brand names in agricultural co-branding and discussed ways of effective naming strategies. We hope that this research will contribute to efficient development planning for future brand name development.