로컬 브랜드 디자인 연구 농특산물 공동브랜드를 중심으로

Abstract

· Research topics: There are many unique agricultural products in each region of Korea, and therefore, brand competitiveness that connects products with quality and trust is becoming important to consumers. Therefore, the purpose of this study is to research and analyze the brand name, design cases, and components of the agricultural and specialty product joint brands in each region, and to be used as basic data to establish a future agricultural and specialty product joint brand development strategy. · Research background: Local agricultural specialties encompass the taste, technology, and cultural expressions that have been constantly improved and preserved by the community and the group according to the interaction of their environment, nature, and history, and have a collective character that is shared within the community. It has been passed down alive in the interior. Now, these local agricultural products are also showing a movement to renew their existing image or to establish a differentiated brand identity, and this phenomenon is important in that it can be differentiated by the brand image rather than the competitive advantage of the product itself. This study aims to have brand competitiveness with efficient differentiation and image enhancement by clearly branding local agricultural products as a local brand. · Differences from prior research: Existing studies have been conducted mainly in a specific region and in a specific era, but this study is a comprehensive and macroscopic study that encompasses the national local government as a representative brand as a whole, in particular, a detailed analysis and differentiation of brand names and designs has been suggested. · Research method: 43 co-brands of agricultural specialty products (43 cities and counties in 8 provinces and counties) listed on the official website of each local municipality are organized by region, and the extracted data are labeled with brand name (language union/syllable) and brand design (component/ Color) and analyzed. In other words, the joint brands of representative agricultural products of each local government were analyzed by brand name and brand design, and a plan to revitalize the joint brand was studied. · Research results: As a result of analyzing and researching the brand name and brand design for the representative agricultural and specialty product joint brands by local governments, In most cases, the language combination consists of a unique word + word combination, the number of syllables consists of 4 syllables, and the components consist of a logo type (Hangul) and a color mixture system. · Contribution points and expected effects: This study is valuable in that it will be able to provide a foundation for presenting by establishing the identity of the 'agricultural product joint brand', recognizing the importance of developing brand name and brand design, which are key tools for communication, and being a meaningful direction in brand development and application to enhance the image of the 'agricultural product joint brand'. It is expected that this study can be used as basic data to establish a joint brand name and design development strategy for local government agricultural special products by giving a differentiated local identity in the future.