장류의 경쟁력 강화를 위한 공동브랜드 개발 연구

Abstract

The Yeongwol County is focusing on the development of the bean industry to create added value. However, Yeongwol County's beans are not adequately recognized for their value by consumers due to being overshadowed by large-scale brands and intense competition. Therefore, Yeongwol County aims to develop a joint brand to promote the excellence of its beans and enhance competitiveness. The naming concept for the joint brand focuses on attracting the attention of individuals ranging from 20s living alone to 60s housewives, considering Yeongwol County's regional history, natural resources, cultural heritage, and identity. The joint brand resulting from this study will serve as a certification mark indicating the origin of beans from local farms within Yeongwol County, establishing them as representative agricultural products of the region. Therefore, it is expected that naming reflecting such diversity will contribute to securing broad acceptance of the brand. Utilizing the longest-used 'Donggang愛' brand in Yeongwol County, the brand hierarchy is implemented, and a logo is created in the form of direct endorsement. Through the development of a joint brand, effective communication of the value of Yeongwol County beans to consumers is anticipated, contributing to the agricultural development of Yeongwol County.