@article{ART002641179},
author={Kim, Dong-hyek},
title={A Study on the Strategies for Revitalizing the Local Makgeolli Brand},
journal={Journal of Communication Design},
issn={1976-1562},
year={2020},
volume={73},
pages={619-628},
doi={10.25111/jcd.2020.73.44}
TY - JOUR
AU - Kim, Dong-hyek
TI - A Study on the Strategies for Revitalizing the Local Makgeolli Brand
JO - Journal of Communication Design
PY - 2020
VL - 73
IS - null
PB - CDAK Society of Communication Design
SP - 619
EP - 628
SN - 1976-1562
AB - The shipment and total sales of makgeolli, Korean traditional liquor, was explosive in 2008 due to the makgeolli craze between soju and beer, which are bifurcated in the domestic liquor market, but has been on the rise again since 2018 after a continued decline until 2017. Beer and soju, the representative products of the domestic liquor industry, account for 45 percent and 42 percent of the total liquor production, respectively, while makgeolli accounts for only 6 percent.
The purpose of this study is to enhance the market competitiveness in preparation for the liquor industry market environment in which makgeolli brands are revived and diversified as Korea's representative traditional liquor, and to propose differentiated strategies for regional representative makgeolli brands for continuous growth and revitalization.
Research shows that various branding strategies should be established to revitalize local makgeolli brands. In order to maximize corporate profits and strengthen the brand image of products, it is important to establish a clear brand strategy for products. The strategic direction for reactivation of makgeolli brands by region was suggested and inferred as the cultural sensibility convergence brand strategy based on the regional convergence brand strategy, traditional culture brand strategy, intelligent multi-change brand strategy, and cultural sensibility brand strategy.
KW - Mokgeolli;Brand Revitalization;Brand Strategy
DO - 10.25111/jcd.2020.73.44
ER -
Kim, Dong-hyek. (2020). A Study on the Strategies for Revitalizing the Local Makgeolli Brand. Journal of Communication Design, 73, 619-628.
Kim, Dong-hyek. 2020, "A Study on the Strategies for Revitalizing the Local Makgeolli Brand", Journal of Communication Design, vol.73, pp.619-628. Available from: doi:10.25111/jcd.2020.73.44
Kim, Dong-hyek "A Study on the Strategies for Revitalizing the Local Makgeolli Brand" Journal of Communication Design 73 pp.619-628 (2020) : 619.
Kim, Dong-hyek. A Study on the Strategies for Revitalizing the Local Makgeolli Brand. 2020; 73 619-628. Available from: doi:10.25111/jcd.2020.73.44
Kim, Dong-hyek. "A Study on the Strategies for Revitalizing the Local Makgeolli Brand" Journal of Communication Design 73(2020) : 619-628.doi: 10.25111/jcd.2020.73.44
Kim, Dong-hyek. A Study on the Strategies for Revitalizing the Local Makgeolli Brand. Journal of Communication Design, 73, 619-628. doi: 10.25111/jcd.2020.73.44
Kim, Dong-hyek. A Study on the Strategies for Revitalizing the Local Makgeolli Brand. Journal of Communication Design. 2020; 73 619-628. doi: 10.25111/jcd.2020.73.44
Kim, Dong-hyek. A Study on the Strategies for Revitalizing the Local Makgeolli Brand. 2020; 73 619-628. Available from: doi:10.25111/jcd.2020.73.44
Kim, Dong-hyek. "A Study on the Strategies for Revitalizing the Local Makgeolli Brand" Journal of Communication Design 73(2020) : 619-628.doi: 10.25111/jcd.2020.73.44
