스토리텔링 마케팅을 위한 농가 브랜드 개발 사례

• 영문명: A Case Study on the Development of Farm Branding for Value-added Agricultural Products
• 발행기관: 한국농촌지도학회
• 저자명: 김경희(Kyung Hee Kim) 박덕병(Duk Byeong Park)
• 간행물 정보: 『농촌지도와 개발』19권 3호, 729~755쪽, 전체 27쪽
• 주제분류: 농수해양 > 기타농수해양
• 파일형태: PDF
• 발행일자: 2012.09.30

영문 초록

The role of branding has been to differentiate products, but brands have been increasingly applied to organizational image too. The brand image holds a key position by the marketing system in this era. The main purpose of this research is to analyze the case for the development of farm brand. A in-depth interview was conducted to analyze the case for development of farm brand in connection with agricultural products and their business operation. The farms used various stories in the process of develop brand including farm history, cultivation process, product, management, relationship with consumers. The study present the findings divide into brand naming, image, positioning. The farms built trust by consumer relationship with the farm brand. The results of the study provide insights for agricultural marketers who intend to design brand stories that align with their produce.

키워드

농가 브랜딩 Farm Branding 농산물 부가가치 증대 Value-Added Agriculture 사례연구 Case Study