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Proposal of post-diagnosis checklist for revitalization of local co-brands -Focused on the causes-remedies model of Lehu-

지역 농산물 공동브랜드 활성화를 위한 사후 진단 체크리스트 제안 -레후의 원인-치유 모델을 중심으로-

  • Lee, Kaha (Hongik University, International Design School for Advanced Studies) ;
  • Kim, Seung-In (Digital Media Design, Hongik University, International Design School for Advanced Studies)
  • 이가하 (홍익대학교 국제디자인전문대학원 디자인학) ;
  • 김승인 (홍익대학교 국제디자인전문대학원 디지털미디어디자인 전공)
  • Received : 2021.11.08
  • Accepted : 2022.01.20
  • Published : 2022.01.28

Abstract

The purpose of this study is to establish and propose a post-diagnosis checklist for the revitalization of domestic regional co-brands that have not been activated despite many strengths. First, I looked into the brand revitalization methodology through prior researches and among them, referring to the cause-remedies model, the cause of the deactivation of the co-brand and the currently used revitalization method were examined through case studies and expert interviews. Regarding the currently used method, the reason for using the method was inferred, and the factors corresponding to the cause and effect were found and categorized in the inferred sentence, and the corresponding detailed items were set and the checklist items were presented. Although this study has a limitation in that there is no practical checklist verification, it is expected that a specific activation plan will be presented through verification of future studies.

본 연구는 많은 강점이 있음에도 불구하고 활성화되지 못한 국내 지역 공동브랜드의 활성화 방안을 위한 사후진단 체크리스트를 설정하여 제안하는 데 목적이 있다. 우선 선행연구를 통해 브랜드 활성화 방법론에 관해 알아보았고, 그중 원인-치유 도표를 참조하여 사례조사와 전문가 인터뷰를 통해 현재 공동브랜드의 비활성화 원인과 현재 사용하고 있는 활성화 방안을 살펴보았다. 현재 활용하고 있는 방안에 관하여 역으로 이유에 대해 추론하였으며, 추론한 문장에서 원인과 결과에 해당하는 요인을 찾아 범주화하였고, 이에 해당하는 세부항목을 설정하여 체크리스트 항목을 제시하였다. 이 연구는 실질적으로 체크리스트 검증이 없다는 한계가 있으나 차후 연구의 검증을 통하여 구체적인 활성화 방안을 제시할 것을 기대한다.

Keywords

References

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