| abstract |
| Background Regional brands are becoming more important as regional promotion policies, but there are not enough brands that have been developed continuously or have succeeded in self-reliance due to structural problems that local governments lack a professional understanding of regional brands and marketing and are difficult to manage. In order for the regional brand to succeed, a new approach is needed to develop an integrated marketing centered on regional identity, a cooperative network in which various stakeholders in the region can participate, and a system where continuous management and objective evaluation are made. The purpose of this study is to propose a new strategic direction for the development and management of regional brands by examining the applicability of design thinking, which is being used as an innovative alternative to resolving indeterminate problems.
Methods Through literature research and prior study, strategic directions were analyzed considering the current status and problems of regional brands and the specificity of the region. And as a new alternative for the success strategy of the regional brand, we looked at the concept and process of design thinking and derived characteristics and processes that could meet the specificity and success requirements of the regional brand.
Result It has been confirmed that the characteristics and processes of design thinking utilizing the null logic can be applied flexibly to different brand problems in different regions, and can be applied as a system to develop activity programs suitable for four categories: brand originality, regional inherent solidarity, regional image and marketing consistency, and interactivity.
Conclusion As a flexible system that continuously transforms around core values and derives solutions, design thinking is expected to be a new direction for regional brand development and continuous management. |
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| Key Words |
| 지역브랜드, 디자인 사고, 참여 디자인, Regional Brand, Design Thinking, Participatory design |
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