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A Case Study on the Development of Local Agricultural Cooperative Brand - Focused on Sib-Seung-Ji Environmentally-Friendly Agricultural Co-brand -

  • Journal of Communication Design
  • Abbr : JCD
  • 2019, 69(), pp.293-302
  • DOI : 10.25111/jcd.2019.69.23
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : September 18, 2019
  • Accepted : October 28, 2019
  • Published : October 31, 2019

hong, changkee 1

1영남대학교

Accredited

ABSTRACT

As the liberalization of agricultural trade began with the conclusion of the Free Trade Agreement, a global free trade agreement, the market opening accelerated, leaving domestic agricultural products relatively out of competition. As a result, the mass distribution system spread, which resulted in a rise in consumer purchase prices and a fall in farm prices. A differentiated brand strategy to secure consumer awareness in the domestic agricultural market has become a vital factor for survival. Through this study, we will learn about the concept and function of the joint brand of agricultural products and contribute to the utilization of the common brand as the basic data through the case of the "Ten Seung Land Green Agricultural Cooperative Brand." The joint product brand development element 1) The factors that differentiate special products from other products can be extracted through the survey, analysis, and evaluation of the status of the joint brand agricultural products or regions. 2) Using various analysis tools such as STP strategy and SWOT analysis, the strategic direction of the positioning and joint brand can be set. 3) Based on the previous basic survey, it is possible to propose a differentiated form of design direction suitable for agricultural products or regions. This study is meaningful in that it presents the use of agricultural products as basic data in the development of common brands. We hope to help develop the joint agricultural brand in the future and hope that various and extensive research will be done.

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