• 한국HCI학회:학술대회논문집
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• 2009.02a
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• pp.841-845
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• 2009

The aim of this study is to analyze the unique framework of Hong Kong brand and compare it to Seoul through examining the process of developing city brand visual identity, which is top-down. As Asian cities, the processes of developing their city identity system to be strong city brands have taken outstandingly different steps between two cities. Hong Kong has the strongest tourism attributes modernity, stability, attractiveness of tourism attributes. Hong Kong has the most competitive power. Korea is the least one. Hong Kong has made it as a good example of a city brand and proved it through tourism statistics which are one of visible branding results. Apparently, it gives us constructive suggestions to consider its steps for developing city brand identity.

• Journal of Information Technology Applications and Management
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• v.28 no.3
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• pp.89-108
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• 2021

The value of culture receives the attention of the world in order to solve urban problems and revitalize cities. Cultural city policies are implemented in Korea and EU to revitalize cities by utilizing cultural values. Although the cultural city policy is effective for urban regeneration, it has not been verified whether it has a positive effect in terms of urban identity and customer-based city brand. This study investigated whether cultural and artistic infrastructure and cultural artistry, which are resources of a cultural city, have a positive effect on urban identity, and whether urban identity affects the brand recognition and the perceived quality of a city. For this study, questionnaires were collected from 208 people residing in Seoul, and empirical analysis was conducted on 206 copies of them, excluding 2 copies of insincere answers. The infrastructure and cultural artistry of cultural and artistic resources showed significant results in the positive relationship between the cultural specificity of urban identity, social system and growth potential. Cultural specificity of urban identity also showed a significant positive effect on city brand equity. In the case of the social system and growth potential of urban identity, there was a significant positive effect on perceived quality, but insignificant results were found in the relationship with brand awareness. Through the results of this study, practical implications can be drawn for cultural city policy implementation and city brand management.

• The Journal of the Korea Contents Association
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• v.21 no.7
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• pp.328-339
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• 2021

In the age of global competition, city brand is a significant element for establishing a city's competitiveness. City branding is the process of building a storytelling about cities' content. Among the various contents that differentiate cities, this study seeks to discuss the role of an event and a city brand in the process of city branding based on the city marketing and event tourism literatures. This research uses grounded theory and a case study to examine Seoul exploring the changes in the Hi Seoul Festival and the Hi Seoul city brand over the last two decades. The qualitative research includes a secondary data analysis based on case studies from domestic and foreign regions and their festivals. The analytical results indicted three limitations: inconsistency, a lack of identity, and political leverage. Based on the limitations, this study discusses the importance of the connection between city identity and event content, suggesting implications for moving forward toward a stable Seoul city branding strategy for the Seoul Metropolitan Government.

• Journal of Digital Convergence
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• v.16 no.7
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• pp.145-151
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• 2018

This paper is a study on city brand development which is increasingly interested as a means to enhance the attractiveness of the city. the previous research, the design of city brand identity was an application from the internal stakeholder's point of view related to the metropolitan government. However, in the present study, we tried to take a external approach that perceptions and designs city brands from the related to the consumer. For the purpose of research, based on previous studies, we extracted three images of leading, stable and amusing city brand images and prepared three scenarios for the imaginary city as experimental stimuli. The results showed that the overall city brand attitude, residence intention, and tourism intention to the imaginary city were significantly different according to the leading, stability and amusement brand image. According to the results of this study, it is necessary to continuously effort the development of city brand image which is perceived by consumers in order to differentiate city.

• Journal of the Korean Society of Costume
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• v.63 no.4
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• pp.70-83
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• 2013

Lately, cities have been trying to build a certain brand by using its identity and culture in public designs. Cities are using its public design to show its cultural identity and to differentiate itself from other cities so it is playing a significant role in establishing a city's overall image. Public uniform is used to reflect the symbolism and identity of the city, an image of the city's culture and is used as a means of communication for specialization. Thus, the purpose of this study is to develop public uniform designs to build and strengthen the brand of Gwangju as Asia cultural hub city. Research presents a review of the literature including concept and type of a cultural city, correlativity between public design and urban competitiveness, domestic and foreign culture city branding case: focusing on Gwangju which is a cultural hub city in Asia, and then study sets up the development direction and motifs of uniform designs, and uniforms are designed by making use of the textile with symbols and logos, colors, and architectural motifs of Asian Culture Complex. Development ranges of uniforms were limited to Cultural Tourism Narrators and the Asian Culture Complex Advertisements staff uniforms, within the region of cultural tourism. Textile design, illustration, uniform simulation using Adobe Photoshop 7.0 and Adobe Illustrator CS 3 program is presented.

• 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.

• 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.8 no.2
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• pp.140-149
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• 2008

With the advent of local autonomy, local governments are seeking balanced regional development through the decentralization of the central government's authority. In line with this trend, each province has begun to recognize the significance of local identity as a means to promote regional development, and this recognition contributed to developing various brands using local resources. However, a number of these brands are similar to one another because they were developed without thoroughly analyzing and strategically differentiating local identities from one another. Thus, this study aims to propose local characteristics and consumer consciousness that need to be considered in local speciality brand development through practical marine product brand development cases representing Yeosu's local characteristics. This study intends to contribute to setting an effective direction of marine product branding by applying local color to brand development strategies and brand identity elements and by suggesting post-management and promotion plans of local brand positioning.

• The Journal of the Korea Contents Association
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• v.9 no.4
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• pp.198-206
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• 2009

Recently, there has been a trend designing a consistent and uniform regional identity in South Korean provinces as demonstrated by efforts in Chungcheongnam buk-Do. The motivating goals have been to establish an identity for local residents, provide voluntary services, achieve higher value-added business, introduce new management strategies, and establish a local brand through the exportation of local specialties. The by-products of these goals when accomplished include: maintaining a consistent policy, securing governmental economic efficiency of the province, characterizing local culture and improving quality of life. In this study, I tried to find out whether a local logo which is associated with a city plays a core role in the city's identity by comparing each symbol's shape, color and other components which are ways of expressing its meaning. In this respect, I analyzed the type of the Chungcheongnam buk-Do's symbol marks (30) and tried to suggest the desirable direction in developing symbol marks.

• Journal of the Korean Geographical Society
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• v.43 no.6
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• pp.873-893
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• 2008

This article focuses on reviewing place branding theories as a major toolkit of 'soft regional development'. Place branding provides sophisticate methodologies to strengthen city and regional image and identity. For effective place marketing practices, four of useful place branding tools are suggested. They include the methodology of place identity development, brand leadership system in local governance, construction of city brand architecture, and evaluation model for city brand equity. A process model is suggested for systematically organizing the diverse tools of place marketing and branding. The model is expected to be used as a framework of strategical soft regional development and planning. The place branding process model is to be an important theoretical and methodological basement of postmodern urban and regional development on which creativity, symbol and signs are more emphasized. More in-depth theoretical and empirical studies are needed. Geographical tradition and knowledge can play important roles in this inter-disciplinary process.