본 연구는 지역축제의 획일화 문제를 극복할 전략적 대안으 로 스토리텔링에 주목하여, ‘강릉 단오제’의 스토리텔링 구성요 소가 브랜드 정체성 구축에 미치는 영향을 분석하였다. 1991년 지방자치제 부활 이후 지역축제는 양적으로 성장했으나 콘텐츠 의 유사성이라는 한계에 직면했다. 이에 본 연구는 2020년 온 라인 전환기와 2025년 일상 회복기를 중심으로 강릉 단오제의 서사 전이 과정을 고찰하였다. 방법론적으로는 문헌 분석과 소 셜미디어 기반의 네트노그라피(Netnography)를 병행하여 참여 자의 자발적 기록과 브랜드 안착 과정을 다각도로 분석하였다. 분석 결과, 강릉 단오제의 성공적인 브랜드구축에는 세 가지 핵심 요소가 작용하였다. 첫째, ‘단오주’, ‘관노가면극’ 등 고유 상징 자산을 디지털 환경에 적합한 서사로 변주하여 정체성을 유지하였다. 둘째, 온라인에서도 오감 중심의 체험 요소를 결합 해 방문객의 감각적 기억을 강화하였다. 셋째, 방문객을 서사의 생산자로 전환하여 브랜드 자산을 내재화하고 확산하는 구조를 형성하였다. 본 연구는 스토리텔링이 축제의 지속 가능성을 확 보하는 핵심 기제임을 확인하고, 참여자의 기록을 브랜드 자산 으로 전환하는 전략적 방향을 제시했다는 점에서 의의를 지닌 다.

This study investigates character collaboration strategies in the context of rising kidult fashion as an emotional and cultural consumption trend. Jo’s kidult consumers typology and Byeon’s character function theory were used to analyze 33 SPAO collaboration cases released between 2022 and 2024. The study adopts a two-stage qualitative content analysis method: 1. categorizing the cases into four types of character collaboration strategies: character-centric, narrative worldview-immersive, fandom-centric, and retro sensibility; and 2. interpreting each type through an integrated framework combining emotional design, nostalgic bonding, and social identity theory. Data were collected from publicly available digital sources and examined with respect to emotional visualization, product design, affective messaging, and participatory/social-media strategies. The findings show that character-centric collaborations were most prevalent (45.5%), emphasizing direct visual cues and everyday product integration. The other three types account for 18.2% each, highlighting narrative immersion, fandom identity, and generational nostalgia, respectively. Character collaboration operated as an affective and symbolic communication mechanism that structures emotional connection, identity expression, and cultural resonance. The results demonstrate that character collaboration is a strategic tool for strengthening consumer engagement, cultural inclusivity, and brand loyalty. The study positions kidult fashion collaboration within an integrated emotional identity and offers a framework for brands to develop emotional comfort products, immersive storytelling designs, fandom-driven engagement, and intergenerational appeal.

Tesla motors, as the most representative electric car brand today, has attracted the attention of global consumers, and has also been widely reported by the major auto portal websites in China. The automobile portal websites not only provide consumers with instant access to automobile product information, but also provide important publicity platforms for various automobile manufacturers. Therefore, the image positioning of automobile brands in the portal websites will provide an important reference for consumers' purchase intention. This study aims to analyze whether the brand image positioning of Tesla car is electric car or intelligent car, using python 3.11 version and PyCharm IDE platform to collect the data of "Qichezhijia", the most representative automobile portal website in China, for relevant analysis. The result shows that with the chronological and the development of automobile industry, attention to Tesla has been gradually increasing. Tesla's brand image positioning is dynamically changing as time goes by. The current brand image positioning of Tesla is still more of electric cars than intelligent cars, but the current brand image of intelligent cars in the Chinese portal has become clear.