ScholarWorks@숙명여자대학교

초록

Many brands are currently experiencing one of the most significant crises of the 21st century, called 'COVID-19', that they have never experienced before, and are facing the uncertainty of non-contact and on-tact. Moreover, the clear movement toward 'meaning out' of consumers focusing on so-called 'value consumption', which exerts identity and exerts influence based on their own beliefs and values, is only true of the brand, which leads to continuous consumer trust and premium value. Its importance is further emphasized in that it gives Therefore, it can be said that the company's hard work toward brand authenticity, that is, building and maintaining its own differentiated brand aura, is an essential condition for determining the survival of the company. Gangsannongwon, the subject of this case study, is a representative food company in Boseong, Jeollanam-do that specializes in producing natural healthy foods such as traditional fermented foods and teas in a safe facility with HACCP certification. This study is meaningful in that it analyzed the authenticity of the brand in terms of practical development of the region and revitalization of local brands through the gangsannongwon case analysis which the smart factory system that fulfills quality promises in the production process invisible to consumers on based heritage and is taking the lead in product development and job creation for local residents by utilizing the regional specificity of 'Boseong'.

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