브랜드 아이덴티티 구성요소 분석을 통한 오미자 브랜드 패키지디자인 개발 - 포천시 농산물 오미자 브랜드 패키지 디자인 개발 사례를 중심으로 -

In every year, large corporations invest massive funds on marketing to enhance their brand values, but small businesses or local agricultural and fishery brands with low level of brand awareness are difficult to manage their brands systematically. Especially, the brands of agricultural products are at the top focal points with customers with almost no brand value, and thus the significance of brand values is more critical for them. While the conventional studies have concentrated mostly on marketings to analyze awareness and brand values of large corporations, there are not enough studies about brand identity components to practically express brands.In this study, the twenty domestic Omija brands with no proper brand value to be sold actively in major domestic websites have been selected and summarized based on the components reinforcing brand awareness and association from the brand idnetity selection model of Kevin Lane Keller. With respect to such, one hundred undergraduate students and graduate students in 20s and 30s who study design have been selected, and they have selected the brands to fulfill their selection standards from each brand. As a result, four brands fulfilling the brand identity components have been selected, and the selection standard of brand identity component has been applied. With the data, a new Omija brand package design has been developed. It is expected that the foundational analytic data of brand identity components may be used as solutions of invigoration and practical and efficient support for local agricultural and fishery brands.