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http://dx.doi.org/10.9717/kmms.2020.24.3.481

Value Co-creation Types according to Co-creation Execution Phase : Focusing on Regional Brand  

Ryou, An Young (Dept. of Design, Graduate School, Pusan National University)
Son, Won Jun (Dept. of Design, Pusan National University)
Publication Information
Journal of Korea Multimedia Society / v.24, no.3, 2021 , pp. 481-493 More about this Journal
Abstract
Regional brands are recognized for their importance as one of the local public relations policies, but only the methods promoted by local government officials and outside experts are revealing limitations in self-reliance and sustainability. In order for a regional brand to succeed, it is necessary to develop and manage a brand that fits the characteristics of the region together with various stakeholders including residents. In this study, it was confirmed that regional brand evaluation indicators may vary depending on the stage of co-creation in the design process for regional brand development, and the type of value co-creation was determined through a classification method using the results of the evaluation index. According to the results of the study, the type of value co-creation that fits the local situation and characteristics can be derived by adjusting the stage of co-creation execution in the design process.
Keywords
Co-Creation; Design Process; Design Thinking; Evaluation Index for Regional Brand; Value Co-creation;
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