Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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A Study on Strategic City Brand Policy: Based on the comparative analysis of city brand slogans in Seoul and overseas case studies

전략적 도시 브랜드 정책 연구: 서울시와 해외 도시 브랜드 슬로건의 비교 분석을 바탕으로

  • Lim, Haewen (Department of Urban Regeneration, Konkuk University)
  • 임혜원 (건국대학교 도시재생학과)
  • Received : 2021.05.22
  • Accepted : 2021.07.20
  • Published : 2021.07.28
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Abstract

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.

모든 도시들은 글로벌 무대에서 경쟁력을 강화하기 위해서 도시 브랜딩을 전략적으로 구축해왔다. 서울시는 2003년부터 정책 차원에서 도시 브랜드를 출범시켜서 현재까지 도시 브랜딩을 활용하기 위해 노력하고 있다. 이 연구는 그러한 노력에 대한 미래 방향을 제시하기 위해서 서울의 도시 브랜드의 변화를 탐구한다. 이 연구는 도시 마케팅 도시 브랜딩 그리고 도시 브랜드 슬로건과 관련된 이전의 연구에서 고려된 다양한 이론과 국내외 사례 연구에 기초한다. 관련 데이터를 수집하고 분석한 결과, 불확실한 도시 브랜드는 이해 관계자 간의 전략적인 거버넌스와 시민적 합의가 필요하다는 것을 알 수 있다.

Keywords

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