• The Journal of the Korea Contents Association
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• v.7 no.8
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• pp.174-181
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• 2007

As part of city marketing, many local governments are recently developing or have already developed a slogan for their own city brand. This study aims to provide basic source materials for an efficient and more systematic way in current development of the slogan for a city brand. Therefore, this study compared and analyzed the cases for developing the slogan for a city brand in Korea and in other nations, presenting some feasible solutions. As for the characteristics of the slogans for city brands in Korea, they were all campaign-type slogans with a single-component structure that includes the city's name. They mostly used values as their subject material. The basic requirements for producing a successful city-brand slogan include the emphasis on the quality of being unique and differentiated. A city-brand slogan must incorporate the kind of natural environment, the culture, the history, etc that are unique to the region in order to become a creative and unique slogan. Rather than being swayed by short-term trends, a city-brand slogan must have a long term vision and strategy as well as a clear and accurate setup. Also, a city-brand slogan will proliferate and create values as a brand when shared communications with all local residents continue to occur after developing the slogan.

• The Journal of the Korea Contents Association
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• v.20 no.12
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• pp.206-220
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• 2020

In the glocal era, the competitiveness of local authorities leads to national competitiveness. Even though they have competitively adopted slogans to stay competitive, the process has not been systematic. The goal of this study is to provide basic data needed to develop and utilize urban brand slogans effectively. In terms of a research scope, 48 slogans currently in use by 24 local authorities of Gyeongsangbuk-do as of April 2020 were chosen. Concerning the lingual representation of such slogans, diverse languages such as Korean, English and Sino-Korean have been used. In terms of meaning of meaning and material type, there was a lack of coherence among the slogans. In addition, they were poor in representing identity, and abstract image upgrade types were commonly found. It is anticipated that the study results would make a contribution to the development of urban brand slogans and value generation.

• Journal of Digital Convergence
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• v.12 no.2
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• pp.129-142
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• 2014

The age of local government has set in, most of the cities have made the brand slogan to create a competitive luxury city and to enable the local economy to keep pace for digital promotion policy with the regional branding. Age of limitless competition, local governments have continued to digital promotion policy the slogan, local people's awareness and satisfaction about the brand slogan is generally high, but this is noted in seven cities commonly that reflect the characteristics of the region and inconvenient distinctive identity design. This study is the meaningful to derived the problem of city brand slogan development policy through analysis the citizens awareness of seoul and 6metropolitan's brand slogan development digital promotion policy and help to become a future development and management of city brand slogan digital promotion management policy in Korea.

• Korea Science and Art Forum
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• v.26
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• pp.339-351
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• 2016

This study analyzes convention tourism destination brand slogans focusing on the international convention cities. Data were collected from official tourism web sites of 190 cities which hosts more than ten international meetings in 2013. One hundred and six destination brand slogans were identified. Specifically, the researchers attempt to carry out content analysis of the linguistic and visual expressions of the slogans. Results indicated that in terms of linguistic expressions, most of slogans adopted word or phrase patterns pursuing brevity. In the brand slogan spectrum, nearly half of slogans are common type which didn't express destinations' specific attributes and benefits properly. And the most frequently used key words in the slogans are 'visit' and 'city'. While in terms of visual expressions, about 70% of slogans adopted typography for explicitness and 60% of them utilized human and natural resources as visual signs for building up unique images. Based on the results, implications for creating effective convention tourism destination brand slogans were also discussed.

• The Journal of the Korea Contents Association
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• v.13 no.8
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• pp.101-108
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• 2013

Slogan is used widely from the political action to the area of advertisement that brings companies and products out. It gives a good image to the public and customers. In addition, the more the attitude of the public or customers is lukewarm, the more the appeal of the slogan is great. With the advent of the 21st century, it is time for the University where students become consumers to establish a groundbreaking brand identity strategy with increasing the university's brand value and awareness in rapidly changing environment. The UI Emblem of the University is related to University's identity and slogan must be fresh and appealing, should reflect the core values of brand. In this study, I researched the design relationship between emblem and slogan, visual elements of the UI which should be designed as a strategic marketing program with change of era and lifestyle and proposed the ideas which create mutual synergy effect.

• Journal of Digital Convergence
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• v.19 no.7
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• pp.41-50
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• 2021

All cities have constructed city branding strategically to intensify their competitiveness in global arena. Seoul Metropolitan has launched city brand in policy-level since 2003 and they have struggled to utilize city branding until now. This study explores the changes in Seoul's city brand in order to suggest a future direction for such efforts. The research is grounded in various domestic and foreign theories and case studies are considered from previous studies related to the place marketing, city marketing, and city branding. Relevant data were collected and analyzed, indicating that an unsure city brand requires strategic governance among stakeholders and civic consensus.

• The Research Journal of the Costume Culture
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• v.21 no.3
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• pp.338-347
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• 2013

In this study, it was explored a research model consisting of slogan attitude, brand familiarity, brand attitude, brand recall, and product category recall of retailers. Experimental research was conducted with 3,028 males and females in their 20's to 40's using stimuli of 10 slogan-brand sets from various types of retailers. In results, the research model developed based on the literature was confirmed and supported by data. In the model test, all hypotheses were supported. The effects of slogan attitude and brand familiarity on brand attitude were confirmed. Also, brand familiarity affected brand recall. Category recall was predicted by brand attitude and brand recall. As consumers have better attitude toward slogans, they tend to have better attitude toward the brand. As consumers are more familiar with the brand, they are likely to better recall brands when they are exposed to the slogan. As consumers have better attitude toward brand and better recall the brand, they tend to better recall the business category when they see the slogan. Study findings may help marketers to develop better strategies for slogan use by considering diverse variables related to consumer responses toward slogan attitudes.

• KAPE Magazine
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• s.146
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• pp.4-5
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• 2008

지난 10월 2일-4일(3일간) 경기도 일산 킨텍스 제1홀과 야외시민광장에서 제6회 "2008 대한민국 축산물브랜드 페스티벌(KAPE 2008)"이 '더 맛있게, 더 안전하게, 더 행복하게'라는 슬로건으로 개최되었다. 본 행사에는 290여개의 부스에 축산관련 92개 업체가 참석하여 국내 축산물브랜드를 한눈에 볼 수 있는 좋은 기회였다. 이에 본 정보지에 축산물 브랜드 페스티벌의 이모저모를 소개하고자 한다.

• The Research Journal of the Costume Culture
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• v.21 no.2
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• pp.206-219
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• 2013

In this study, it is explored how fashion brand slogans are categorized by linguistic characteristics and which linguistic characteristic is effective to improve consumer responses. Only 28% out of 1,346 fashion brands that are investigated are using slogans. Sportswear and men's wear are two product categories more often adopting slogans. A total of 11,113 consumers participated in the experimental study to evaluate slogan characteristics (familiarity, understandability, newness, pleasure), slogan attitude, and brand recall of 30 slogan-brand sets that were categorized by Park's 10 linguistic characteristics. In findings, slogans generating positive attitudes toward slogans and a good rate of brand recall tend to have no brand name in slogan, be written in the second-person view, include a futuristic message, and have information weighted on specialties. Slogan typology suggested based on results may be used for the future research as a basic guideline for the research on fashion brand slogans.

• Monthly Duck's Village
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• s.65
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• pp.92-97
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• 2008

농림수산식품부와 농협중앙회는 우리나라 브랜드 축산물의 우수성을 소비자에게 널리 알리고, 브랜드 경영체간 정보교류 활성화를 통해 우리 축산업의 경쟁력을 향상시키고자 "2008 대한민국 축산물 브랜드 페스티벌"을 2008년 10월 2일(목)-4일(토) 3일 동안 경기도 일산의 킨텍스 제1전시홀에서 개최되었다. 올해로 6회째를 맞이하는 축산물 브랜드 페스티벌은 우리나라 축산물 브랜드 성장.발전에 크게 기여하여 왔다. 이번 행사는 전국에서 소, 돼지, 닭고기, 오리고기 등 축산물 브랜드 업체 92개소가 참여하여 "더 맛있게, 더 안전하게, 더 행복하게"라는 슬로건 아래 소비자와 함께하는 한마당 축제행사로 펼쳐졌다. 또한, 부대행사로 안심곰탕과 팔도 돼지고기 보쌈 무료 시식 행사, 명품 브랜드 축산물 최고 30% 할인판매, 브랜드 축산물 요리솜씨대회, 식육기술 경연대회, 축산 토털정보 체험, 소달구지 타기 놀이 등 볼거리, 먹을거리, 즐길거리가 다채로운 행사를 가졌다.