Journal of Agricultural Extension & Community Development (농촌지도와개발)

Korean Society of Agricultural Extension (한국농촌지도학회)
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A Case Study on the Development of Farm Branding for Value-added Agricultural Products

스토리텔링 마케팅을 위한 농가 브랜드 개발 사례

  • 김경희 (농촌진흥청 국립농업과학원) ;
  • 박덕병 (농촌진흥청 국립농업과학원)
  • Received : 2011.10.05
  • Accepted : 2012.09.16
  • Published : 2012.09.30
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Abstract

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.

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References

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