Starting from the great urban migration in the past, Korea has accomplished faster economic growth than other countries, whereas rural areas have been seriously damaged by their decreasing population. There are also increasing needs among urban peopl... Starting from the great urban migration in the past, Korea has accomplished faster economic growth than other countries, whereas rural areas have been seriously damaged by their decreasing population. There are also increasing needs among urban people who want to feel the nature escaping from the stress caused by complex city life. Accordingly, supportive efforts for developing the farming and fishing villages have been actively applied to revive their economy. For approximately 20 years, a lot of studies in various fields have been done for rural development. Nevertheless, the design study recognizing those villages as the brand that considers the regional and cultural characteristics of the farming and fishing villages is still insufficient. Thus this , though it includes somewhat exceptional part, approaches the study with the viewpoint that human-centered community development design should be consistently studied through design thinking. Under this premise, this examines the trend of the farming and fishing villages with the stream of time and aims to propose improvement plan by analyzing the problems. Design for village branding serves as the medium which can restore values of people and nature in stagnant and inactive farming and fishing villages and inspire new imagination of life in them. Based on this, this seeks possible application of design to village branding by design thinking and process, not by existing administrative thinking. First of all, this establishes theoretical foundations for village branding through analyzing preceding studies and examines a variety of design methodologies using the case study on design-centered village branding. Gimnyeong village is chosen as the site of this study in order to accomplish the research purpose. This is because it has strong identity of Jeju compared to other villages and image of clean area as well as typical farming and fishing villages. This village also has such abundant (in)tangible resources for village branding that it is suitable for improving Brand-power. Therefore as national competitiveness, a farming and fishing villages brand based on 6th industrialization known as ‘complex industry space,’ Gimnyeong village’s potential for growth can be highly evaluated. This attempts to propose the branding strategy to make Gimnyeong village competitive through design thinking process. Prior to proposing the strategy, I conducted the survey of (in)outsiders segmented by Brand Awareness, Brand Associations, Brand Loyalty and Perceived Quality for Brand value enhancement. I also researched (in)outsiders' satisfaction/recognition level by post evaluation on village regeneration. The purpose of this research is to inspect resident’s quality of life and constant satisfaction enhancement in constructing the brand power. Through brand asset management, people will associate its image with its name and subsequently increasing visitors will lead to increasing village recognition and charm, which will ultimately convert the village into the place where people want to revisit and can feel the nature, life, and people. In order to transform to this new village, firstly the process needs to be effectively changed for solving the limitations that the farming and fishing villages have, and secondly they have to develop their self-sustainability by improving resident's participation method. On these basis, I sought strategic plan for branding Gimneyong village. As branding strategy for Gimneyong village, identity is derived from analysis of elements comprising brand value. From this, B.I. logo and character which are visual means to deliver village image and culture are suggested. The next step is exploration and branding storming process, in which Insight is derived through in-depth interview of various interest groups and the brand consumer-centric journey map. Throughout this process, ideas are created by various approaches to design thinking and 6 design projects are proposed for boosting Brand-power. Finally, by visualizing village branding strategy into village maps, I was able to create and propose the prototype. This aims to create brand equity from assets of local community and puts great significance on new design methodological approach called design thinking process in village branding. Design thinking which utilizes design thinking process can implement colorful villages that have their own stories mixed with resources, people and life. This highlights the importance of designer’s role from integrated development view of sustainable brand.
과거 우리나라는 산업화시대로 인한 사람들의 도시 대거 몰림 현상을 시작으로 다른 나라에 비해 경제성장을 빨리 이룬 반면, 농촌의 인구수는 줄어 농촌의 피해가 심각해지고 있다. 도시에... |
