일본의 차(茶) 공동브랜드 전략

Abstract

There are various regional brand products and co-branded products in Korea and Japan. In this paper, we discussed about co-branding strategies for green tea products. Especially, we examined the case of Nagasaki Prefecture as an example of co-branding strategy for green tea products. And after building the co-brand, it is important to manage their brands. From this point of view, we examined the process of collapse of the brand and their factors. In addition, it is important to raise awareness of green tea to increase consumption. So we discussed about the importance of food and dietary education. In Japan, food and dietary education about tea is carried out. Based on these findings, we pointed out three implications for Korean co-branding strategies of green tea products. First, the determination of brand personality and purpose; second, the maintenance of brand value and response to collapse; and third, the linkage with movements of local consumption for local products, food and dietary education, and human resource cultivations about them. In future, it is important that local producers, residents, and administrations work together to maximize the use of available resources, and to expand consumption of green tea products and promote tea culture.