• 농업과학연구
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• 제38권3호
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• pp.593-606
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• 2011

Brand is becoming more important as a way to achieve differentiation since consumers tend to buy brands not products. This study primarily aims to determine the critical success factors of two world famous fruit brands, Sunkist and ZESPRI, and to present management strategies to enhance the value of domestic fruit brands. The lessons learned from the case studies of Sunkist and ZESPRI reconfirm the importance of essential factors for a successful fruit brand, that is, quality control, steady supply, advertising and promotion, recipes and processed products, handling items and regional boundaries.

• 농업과학연구
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• 제16권1호
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• pp.111-117
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• 1989

시판(市販)되고 있는 국산(國産)담배와 외산(外産)담배 각각(各各) 3종(種)을 대상(對相)으로 담배각초(刻草)의 평형수분(平衡水分), 전당(全糖) 및 수추출물(水抽出物)등을 분석(分析)하여 측정(測定)하여 얻은 결과(結果)를 요약(要約)하면 다음과 같다. 1. 담배의 평형수분(平衡水分)은 국산(國産)담배가 외산(外産)담배에 비하여 높다. RH80%에서 24시간(時間) 보존(保存) 후(後)에 함수분(含水分)은 SOL은 Y.S.L보다 3.3%, EUNHASU는 Marlboro(L) 보다 2.4%가 높았다. 2. 제조(製造)담배의 온습도별 함수분(含水分) 변화(變化)의 경우(境遇), 국내외산(國內外産) 제조(製造)담배의 흡습속도(吸濕速度)는 국산(國産)담배가 외산(外産)담배에 비(比)하여 빨랐다. 3. 담배 각초(刻草)의 수추출물(水抽出物)에 따른 상대습도별(相對濕度別) 평형수분(平衡水分)은 국산(國産)담배는 외산(外産)담배에 비(比)하여 높았다. 4. 담배 각초(刻草)의 전당함량(全糖含量)이 상대습도(相對濕度)에 따른 담배 평형수분(平衡水分)은 국산(國産)담배가 외산(外産)담배에 비(比)하여 높았다. 이와 같은 국산(國産)담배가 평형수분(平衡水分)이 높고, 흡습속도(吸濕速度)가 빠른 것은 국산(國産)담배가 황색종(黃色種)이 많이 배합(配合)되어 있는 반면(反面) 외산(外産)담배는 버어리엽(葉)이 다량배합(多量配合)되어 있는 결과(結果)라고 추정(推定)된다.

• Industrial Engineering and Management Systems
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• 제15권4호
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• pp.318-323
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• 2016

In the current study, factors affecting cheese brands products in grocery stores were evaluated with an emphasis on diversity. The sample data were collected from Noushad and Pegah Milk Industry in 2015 and data were extracted, reviewed, and analyzed from 435 grocery stores in Mashhad using seemingly unrelated regression model and particle swarm optimization algorithm. Results showed that optimum amount of Kalleh product diversity is higher than other competitors in the market, and Kalleh UF diversity is 100 to 250 grams, and Kalleh UF diversity with weight of 300 to 500 grams is more than other modes of diversity, and Kalleh brand must remove tin cheese from the market. Sabah Brand also should eliminate its glass and creamy diversity from market, UF diversity is mostly welcomed in market.

• 농촌지도와개발
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• 제21권3호
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• pp.215-241
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• 2014

마케팅 활동에서 브랜드의 영향력이 증가됨에 따라 국내의 농식품 시장에서 다양한 쌀 브랜드가 개발되고 있으나 지속적인 관리 부재로 인하여 경쟁력이 상실되고 있다. 본 연구는 지방정부, 개별경영체들이 개발한 쌀 브랜드의 인지도를 향상하기 위한 브랜드 자산평가 모형을 개발하기 위하여 수행하였다. 이를 위해 먼저 브랜드 전문가를 통한 전략캔버스(ERRC) 분석을 실시하여 쌀 브랜드 자산 요소를 도출하고, 설문조사를 실시하여 브랜드에 대한 자산 속성의 가중치를 도출하였다. 이는 브랜드 개발에 대한 기존연구에서 더 확장된 분석방법으로써 기 개발된 브랜드의 자산평가를 통해 마케팅 전략을 수립하는데 있어 중요한 산출지표로 활용할 수 있다는데 의의가 있다고 하겠다. 연구결과 브랜드 자산에 대한 가치를 향상시키기 위해서는 고객과의 유대감 형성해야하고, 유대감을 측정하는 세부항목은 만족도, 만족우위성, 재구매 의향, 가격 프리미엄, 구매의도, 주위권유 등으로 나타났다. 브랜드 자산의 가치향상을 위한 유대감 형성방안 전략은 다음과 같다. 첫째, 일정수준의 품질을 확보한 쌀에 대해서 지역의 대표 쌀 브랜드명을 포장재에 표시하도록 하여 명품화를 추구한다. 품질수준이 확보된 브랜드 쌀은 지역 브랜드로 통합하여 규모화하고, 지속적인 품질관리와 브랜드 관리를 해야 한다. 둘째, 품질과 브랜드가 뒷받침되는 상품은 프리미엄 상품으로서 고가전략으로 접근하되 포장단위를 다양하게 구성하여 고객 만족도를 높여야 한다. 셋째, 지인추천이 이루어질 수 있는 프로모션, 이벤트 등을 실시하여 홍보력을 높여야 한다.

• 농촌지도와개발
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• 제10권1호
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• pp.87-101
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• 2003

Recently, rice producers and related institutions have started to brand rice to increase sale. Despite such trend and the significance of rice branding to many parties including policy makers, no previous research has studied the relationship between consumers' psychological and socio-economic factors that underline consumer choice and judgment of branded rice. This paper discusses the variables related to branding through a survey based on 242 convenience consumer samples selected in Seoul metropolitan area in Korea, and presents the results and their implication for future research. The major findings are: 1) Consumers are reasonably well aware of rice-branding practices, and the main source of such information is in-store displays and packages, 2) It appears that consumers in general choose a rice brand based mainly on its taste and nutrition, and 3) the perceived difference among rice brands differs depending on some consumer characteristics. The perceived differences among rice brands in taste and in nutrition are relatively high for brand-loyal consumers and high-income consumers respectively. The perceived difference among rice brands in brand reputation is also relatively high for young, low-income, and brand-loyal consumers.

• 농업과학연구
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• 제39권1호
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• pp.43-51
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• 2012

Hanwoo, Korean cattle, is traditionally an important livestock to farmers and also important meat to consumers. Recently, to make more efficient production system and provide cheaper and high-quality hanwoo meat, the scale-up via brand is emphasized. However, the price of hanwoo is getting higher and the price increase is considered to occur due to marketing margins in the distribution process. In this study, factors affecting the hanwoo marketing margin are analyzed using 2004-2009 monthly data. In the Cochrane-Orcutt estimation of marketing margin, hanwoo production, other domestic production and import, income, output index, market share of major retailers, and market share of hanwoo brands shows statistical significance in the result. The results shows basic factors of the marketing margins to hanwoo and gives some implications to the management system of hanwoo brand like a sophisticated market segmentation and a differentiated promotion.

• 농촌지도와개발
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• 제19권3호
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• pp.729-755
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• 2012

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.

• 농촌지도와개발
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• 제15권1호
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• pp.23-47
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• 2008

The purpose of this study was to analyze intellectual property right status and brand origin of traditional liquor. The data were derived from the brand of 385 traditional liquor species in Korea. The major results of this study were as follows: 1) The management types of traditional liquor were classified into three categories, namely; individual 27(0.74)%, stock company 304(78%) and corporation or union 38(9.8%). 2) Among 385 traditional liquor species, 102(26%) got the trademark registrations and 129(34%) were in the process of trademark applications, while 154(40%) were unregistered brands. 3) The origin of 187(48.6%) brands used the material names such as fruits, rices, trees, roots and flowers, while 176(45.6%) brand used proper noun such as mountain, distinction, rivers etc.. 4) The designation certification status of traditional skill possessor according to national and local autonomous entity were; intangible cultural assets 42 people, master craftsman 28 persons, and provincial intellectual property 16 persons.

• 농촌지도와개발
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• 제12권2호
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• pp.173-185
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• 2005

This article indicates that the perceptions on the quality of agro-food are socially constructed. Farmers who were producing red pepper in Eumsung county had somewhat different perceptions on the quality of red pepper according to their own marketing channels. Farmers who were selling their red pepper to consumers by direct marketing tend to think the quality attributes more important as follows; information on producers, ingredients, taste and smell, amount of pesticides input, cleaning the harvested red pepper, quality certification by public authority, and brands. Consumers tend to think safety and production area more important, while farmers tend to think the quality attributes as follows; taste, color, variety, soil environment, and largeness. Based on these research findings, we can give some recommendations as follows; 1) the agricultural extension organization in the Eumsung county should change the strategy for local agriculture towards quality management of red peppers. and 2) the local government need to examine the feasibility of quality certifying on red pepper.

• 한국유기농업학회지
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• 제16권3호
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• pp.275-286
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• 2008

This paper examines the impact of reliability on consumers' demand for environmentally friendly agricultural products using ordered logit model. We survey 100 housewives living in the capital region and five metropolitian cities cross sectional data in 2007. This paper especially estimates the impact of instrumental factor, such as history tracking system, provision of information, safety assurance and labelling of brands on the consumers' demand. The main results show that provision of information and safety assurance affect consumers' demand more confident than others. In order to motivate consumers to buy more environmentally friendly agricultural products, the safety should be assured and more information on production and marketing channel should be labelled.