원소스, 원소스멀티유즈 제품 개발을 고려한 헤리티지 글로컬브랜딩 연구

Abstract

Jeju Island was named a biosphere reserve in 2002, given the title of World Natural Heritage in 2007, Global Geopark in 2010 and selected as one of the new 7 Wonders of Nature. And these selections are being the decisive factor of Jeju Island natural heritage's possession of the whole representativeness of Korea's natural heritage. Moreover, it haslet the entire world know the cultural heritage's excellence at the national level. Through the study of Heritage Contents considering one source and one source multi-use products' development, it was able to contemplate branding examples of overseas countries. Particularly for the product study of one source brand, five brands (Evian, Perrier, Musu, Piji, Samdasoo) were investigated. And for the one source applied products, six brands (Skin Food, Kiehl's, Scinic, Pure Piji, Vichy, Mud of Dead Sea) were investigated. In particular, to divide 28 brands in Jeju Island by each type, it firstly appeared as Retro Brand, Heritage Brand, and as Icon Brand in sequence. And in terms of the level of brand's awareness, it was investigated as in order of Heritage, Retro, and Icon. Furthermore, it was recognizable that one source multi-use products that were made from volcanic bedrock water pumped up from Jeju's clean water and lava seawater were in desperate need of diverse heritage Glocal Branding. It can be expected that this study will be the baseline data to the future study of Glocal Branding.