로컬브랜드 가치의 창업가 관점 적용 연구- 강원도 고성군 로컬 창업가를 중심으로 -

Entrepreneurship in local areas faces disadvantages compared to big cities, such as limited infrastructure, smaller markets, and weaker networks. Yet, young entrepreneurs create new brand cultures by reflecting their lifestyle and motivation. This study, based on six semi-structured interviews with entrepreneurs in Goseong County (Gangwon), redefines local brand values—relationship ties, self-realization, leisure, and emotional fulfillment—through an entrepreneurial lens using Dentsu’s asset–value model.Findings show that entrepreneurs build ties through local networks despite conflicts, realize unique brands more easily than in cities, secure quality of life and creative space in natural surroundings, and gain emotional satisfaction in harmony with their lifestyle. Thus, local brand values function not only as consumer images but also as core resources sustaining entrepreneurial activity. Academically, this shifts the discussion of local brand value from a consumer-centered to an entrepreneur-centered perspective, offering a new analytical framework for regional branding. Practically, it suggests that policies to attract local entrepreneurs should emphasize opportunities for relationships, self-realization, lifestyle satisfaction, and quality of life, beyond financial support.