Co-Brand Development Delivering Core Value with Local Differentiation for Boryeong Mud Identity

Abstract

This study is for boosting difference of Boryeong Mud in where many local co-brands are located and examining the visual image establishment process by highlighting its own characteristic. Design measures meeting image of product and demand of consumer has to be introduced to enhance co-brand value. But as many co-brands has similarities and no characters, giving unsatisfying results to the local producers. Boryeong Mud aware this fact, making sequential process of development and application of mud ring, which is the identity maintaining current value of Boryeong Mud and increasing future value. Mud ring representing promise of Boryeong Mud to the citizen of the world gives this visual aspect to Boryeong, the image messenger, and consumer, the image accepter.