농산물공동브랜드디자인의 지역정체성 반영요소에 관한 연구

Abstract

The level of reflection of regional identity in agricultural co-brands of local governments in Gangwon Province varies. The most common are brands that directly express the natural environment of the region, and brands that embody living elements of the region also account for a significant proportion. There are also some brands that emphasize both the natural environment and living elements of the region. The level of reflection of regional identity should be appropriately selected according to the characteristics of the region and the purpose of the brand. If the natural environment of the region is outstanding, the characteristics of the region can be emphasized through a brand that directly expresses the natural environment. On the other hand, if the region is rich in culture or history, the identity of the region can be emphasized through a brand that embodies living elements. In addition, if you want to appeal to the diverse charms of the region, you may want to consider a brand that emphasizes both the natural environment and living elements. This study provides the following implications for the development and management of regional agricultural co-brands. First, agricultural co-brands that reflect the characteristics of the region well can help attract the attention of consumers and effectively promote the excellence of regional agricultural products. Therefore, local governments should develop agricultural co-brands that reflect regional identity well by considering the natural environment and living elements of the region in an integrated manner. Second, agricultural co-brands should be managed from a long-term perspective as a marketing asset for the region. Therefore, local governments should continue to improve the design, logo, and marketing strategies of agricultural co-brands, and make efforts to raise awareness among consumers. Third, agricultural co-brands can play an important role in strengthening the competitiveness of regional agriculture. Therefore, local governments should prepare various support policies to revitalize agricultural co-brands and encourage the participation of local farmers.