부산대학교 도서관

Korea is entering an era of ultra-aging society, yet the actual income replacement rate for pensions is in the 20s, significantly lower than in advanced European countries, necessitating the utilization of senior labor. Therefore, with declining labor productivity and environmental issues, combining senior job creation with plastic upcycling presents a meaningful new business model. This study aims to develop branding strategies to enhance the competitiveness of senior lifestyle upcycling brands. Conducted at the Gyeongbuk Intellectual Property Center, the study focused on developing a new upcycling brand for Cheongwoon Corporation. After analyzing the domestic upcycling and plastic upcycling markets, branding strategies were derived by comparing and analyzing logos of similar industries, leading to the development of new brand names and logos. The study underscores the importance of reflecting eco-friendly values and philosophy in upcycling brands for seniors, emphasizing a friendly and dynamic image. However, a limitation was the absence of consumer feedback due to brand development preceding product launch. This study's insights are expected to aid in enhancing the competitiveness of small and medium-sized enterprises in senior upcycling branding, with hopes for increased attention and research in the future.