지역적 아이덴티티확립을 위한 브랜드개발전략 -여수시수산물 브랜드개발을 중심으로-

Abstract

With the advent of local autonomy, local governments are seeking balanced regional development through the decentralization of the central government`s authority. In line with this trend, each province has begun to recognize the significance of local identity as a means to promote regional development, and this recognition contributed to developing various brands using local resources. However, a number of these brands are similar to one another because they were developed without thoroughly analyzing and strategically differentiating local identities from one another. Thus, this study aims to propose local characteristics and consumer consciousness that need to be considered in local speciality brand development through practical marine product brand development cases representing Yeosu`s local characteristics. This study intends to contribute to setting an effective direction of marine product branding by applying local color to brand development strategies and brand identity elements and by suggesting post-management and promotion plans of local brand positioning.