ScholarWorks@숙명여자대학교

초록

The purpose of this study is to examine the types and elements of the rural convergence industry, brand, and brand name, and analyze the brand name cases of 35 management companies selected by the Ministry of Agriculture, Food and Rural Affairs by element. The results of the analysis and study of brand name cases used in rural convergence industry management by brand element are as follows. 1) In the case of language elements, native and mixed words using the unique names of regions or crops were found to be the most common, and nouns and adjectives of Korean or foreign words were used to give a positive image of the product. 2) In the case of the voice element, most of the 4-6 syllables, which are more than half the brand name, were the names of production areas and crops, or brand names combined with 2-3 words, and in the case of 1-3 syllables, letters with implications were used. 3) In the case of semantic elements, brand names that describe products are more widely used than implicit, arbitrary, and colloquial brand names that are not related to the characteristics of products reminiscent of images or symbolism.

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