|공동브랜드 전략으로서의 전통식품 패키지디자인 연구/82-95
|공동브랜드 전략으로서의 전통식품 패커지디자인 연구-김남훈.pdf
|공동브랜드 전략으로서의 전통식품 패키지디자인 연구
If marketing is defined as “producing new added
values" , its effective methods of producing these
added values may include price reduction of
products, price reßlαlation， execution of efficient PR
price , insurance of new consumer groups,
management of abrupt social change and so forth.
Recently as a way of increasing added values of
products, “communal joint brand development
progr없n" is under study by the minor enterprises
that are low in product competitiveness.
The goal of “communal joint brand development
progr밍n" is a step-up in sale of various regions by
reducing the pre-investing to the minimum scale
to minimize the risk of failure in market.
Joint brand deγelopment is an effective method to
maximize the image of brand where different kinds
of minor enterprises take part in developing an
unified product brand and in joint management of
product quality and package design. This is thus
the strategy of low cost and high efficiency.
The subject of present paper, “study of traditional
food package design as a strategy of joint brand" ,
is traditional food, mainly agricultural and fisheη
products produced in regions that are relatively low
in brand power compared to the industrial products
of large enterprises. Its goal is to approach the
package design to produce new high added values
by developing ‘]oint brand" according to regional
culture and distinctive quality of products.
The subject of the study is traditional food, mainly
agricultural and fish ery products produced in
regions that are relatively low in brand power.
Based on the case study of joint brand and product
package design of domestic and pverseas
enterprises, the paper proposes a “development
program of joint brand and package design" to
increase the added values of domestic provincial
products of traditional food.
A big change in 21st centuη market environment
is that it is the image of the product that affects
the consumers' decision rather than the quality of
the product. Image of brand may be the biggest
crucial element in increasing the added values of
Especially, provincial minor enterprises that are
relatively low in competitiveness are in great need
of package design strategy of products that will
effectively lead to a rise in brand image. Sunkist,
Miki Mouse, Blue Diamond of U.S. and German
agricultural brand, Bioland are highly regarded as
successful cases of joint brand development.