지역 활성화를 위한 로컬 브랜드와 로컬 굿즈 사례 분석

초록

Transforming distinctive local culture and resources into differentiated values is an important task for regional revitalization. Local brands and local goods connect regions with consumers by extending regional identity and value into brands, content, and products. Accordingly, this study aimed to identify the characteristics and development patterns of domestic and international local brands and Korean local goods through case analysis, and to suggest future directions for their development for regional revitalization by comprehensively examining the relationship between the two areas. To this end, the study analyzed cases related to domestic and international local brands that established regional identity through brand identity. The study expanded across diverse media and content, as well as cases related to Korean local goods brands that independently planned and developed fashion, stationery, and living products based on local culture and characteristics. The results showed that local brands and local goods transform local culture and resources into contemporary images, content, and products, thereby communicating regional identity and value and expanding points of contact between regions and consumers, with the potential to contribute to regional revitalization. However, local brands primarily focused on developing and expanding brand identity, whereas local goods focused on product composition and design development. Accordingly, future development should organically link brand identities established through local brands with the planning and design of local goods and further expand them into diverse products and content. Such a linkage is expected to communicate regional values more consistently and sustainably, extend them into consumers’ everyday experiences, and contribute to regional revitalization.

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