디지털융복합연구 (Journal of Digital Convergence)

  • 제19권7호
  • /
  • Pages.41-50
  • /
  • 2021
  • /
  • 2713-6434(pISSN)
  • /
  • 2713-6442(eISSN)
한국디지털정책학회 (The Society of Digital Policy and Management)
권호 표지
DOI QR코드

DOI QR Code

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

A Study on Strategic City Brand Policy: Based on the comparative analysis of city brand slogans in Seoul and overseas case studies

  • 임혜원 (건국대학교 도시재생학과)
  • Lim, Haewen (Department of Urban Regeneration, Konkuk University)
  • 투고 : 2021.05.22
  • 심사 : 2021.07.20
  • 발행 : 2021.07.28
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

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.

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.

키워드

참고문헌

  1. P. Kotler, C. Asplund, I. Rein & D. Heider. (1999). Marketing Places Europe: Attracting Investments, Industries, Residents and Visitors to European Cities, Communities, Regions and Nations, London: Pearson Education.
  2. S. Anholt. (2007). What is competitive identity?. In Competitive identity (pp. 1-23). Palgrave Macmillan, London.
  3. L. de Chernatony & F. Dall'Olmo Riley. (1998). Defining a brand: Beyond the literature with experts' interpretations. Journal of Marketing Management, 14(5), 417-443. DOI: 10.1362/026725798784867798
  4. P. D. Bennett. (1995). Dictionary of Marketing Terms, 2nd edn, American Marketing Association, Chicago.
  5. K.M. Lee & C.D. Kim. (2010). Branding Seoul Strategy. Seoul: Seoul Development Institute.
  6. M. Kavaratzis & G. J. Ashworth. (2006, August). Changing the tide: the campaign to re-brand Amsterdam. In ERSA conference papers (No. ersa06p346). Greece: European Regional Science Association.
  7. S. Anholt. (2006). Brand new justice. Routledge.
  8. G. Clark. (2007). Report to the Economic Development Committee. City of Toronto, a Presentation to The City of Toronto, January, 24.
  9. K. Dinnie. (2015). Nation branding: Concepts, issues, practice. Routhledge.
  10. S. V. Gelder. (2011). City Brand Partnership. City Branding. Theory and Cases, ed. K. Dinnie, Palgrave Macmillan, New York, 37-38. DOI: https://doi.org/10.1057/9780230294790_5
  11. Y. S. Yoon & W. H. Kim. (2010). City Branding. Seoul: Unitas BRAND.Volos
  12. S. H. Oh. (2010). Nothing is impossible in Seoul. 21centurybooks: Gyunggi.
  13. A. C. Middleton. (2011). City branding and inward investment. In City Branding (15-26). UK: Palgrave Macmillan. DOI: https://doi.org/10.1057/9780230294790_3
  14. I. Helbrecht. (1994). Conflict, consent, cooperation: Comprehensive planning in Germany beyond market and state. Managing and Marketing of Urban Development and Urban Life', Dietrich Reimer Verlag, Berlin, Germany.
  15. G. J. Ashworth & H. Voogd. (1994). Marketing and place promotion, In Gold, J. R. and Ward, S. V. (eds) Place Promotion: The Use of Publicity and Marketing to Sell Towns and Regions. Chichester UK: John Wiley and Sons.
  16. J. M. T. Balmer & S. A. Greyser. (2003). Revealing the Corporation, Routledge, London, UK.
  17. M. Kavaratzis. (2004). From city marketing to city branding: Towards a theoretical framework for developing city brands. Place branding, 1(1), 58-73. https://doi.org/10.1057/palgrave.pb.5990005
  18. J. P. Houghton & A. Stevens. (2011). City branding and stakeholder engagement. In City branding (pp. 45-53). Palgrave Macmillan, London.
  19. N. R. Pouw & A. De Bruijne. (2015). Strategic governance for inclusive development.
  20. K. Dinnie. (2011). Introduction to the theory of city branding. In City branding (pp. 3-7). Palgrave Macmillan, London.
  21. C. S. Ooi. (2011). Paradoxes of city branding and societal changes. In City branding (pp. 54-61). Palgrave Macmillan, London.
  22. J. C. Belloso. (2011). The city branding of Barcelona: a success story. In City branding (pp. 118-123). Palgrave Macmillan, London.
  23. R. L. Miller & J. D. Brewer. (2003). The AZ of social research: a dictionary of key social science research concepts. Sage.
  24. A. J. Veal. (2011). Research Methods for Leisure and Tourism: A Practical Guide. (4th edn). England: Prentice Hall.
  25. D. W. Stewart & M. A. Kamins. (1993). Secondary research: Information sources and methods. 4. Sage Publications
  26. G. S. Insch, J. E. Moore & L. D. Murphy. (1997). Content Analysis in Leadership Research: Examples, Procedures, and Suggestions for Future Use, Leadership Quarterly 8, 1-25. DOI: https://doi.org/10.1016/S1048-9843(97)90028-X
  27. C. J. Cowton. (1998). The Use of Secondary Data in Business Ethics Research. Journal of Business Ethics, 17, 423-434. DOI: https://doi.org/10.1023/A:1005730825103
  28. H. Harris. (2001). Content Analysis of Secondary Data: A study of courage in Managerial Decision Making. Journal of Business Ethics, 34, 191-208. DOI: https://doi.org/10.1023/A:1012534014727
  29. M. Denscombe. (2007). The Good research guide: for small-scale social research 6th edn.Open University Press, Maidenhead.
  30. M. Saunders, P. Lewis & A. Thornhill. (2012). Research Method for business students. (6th edn). Essex: Pearson Education Limted.
  31. C. Colomb & A. Kalandides. (2010). The "be Berlin" campaign: old wine in new bottles or innovative form of participatory place branding?. Towards effective place brand management. Cheltenham: Edward Elgar Publishing, 173-190. DOI:https://doi.org/10.4337/9781849806398.00016
  32. M. Greenberg. (2009). Branding New York: How a city in crisis was sold to the world. Routledge.
  33. Seoul. (2021). The meaning of city brand. https://www.seoul.go.kr/seoul/brand_old.do
  34. C. D. Kim. (2007). The study of Seoul Marketing Strategy Development. Seoul: Seoul Development Institute.
  35. D. K. Kim, J. N. Lee, B. W. Cho, & S. I. Kim. (2015). Story of Seoul Brand I. SEOUL. U. Seoul: Seoul Metropolitan Government.
  36. C. S. Seo. (2020). Seoul Brand 'I.SEOUL.U' 5th anniversary...Awareness of 88% and likeability of 75%. www.sentv.co.kr/news/view/582887.
  37. J. H. Kang. (2021). Crisis of the existence, I.SEOUL.YOU, and revival of the 'HAECHI' which Mayor On made. https://news.mt.co.kr/mtview.php?no=2021042013183822659
  38. I. G. Kim. (2014). Concept of city branding and successful cases. https://www.koreascience.or.kr/article/JAKO201467352678931.pdf
  39. H. Lim. (2016). The contribution of festivals to city branding (Doctoral dissertation, University of Westminster).
  40. W. Belabas, J. Eshuis & Scholten, P. (2020). Re-imagining the city: Branding migration-related diversity. European Planning Studies, 28 (7), 1315-1332. https://doi.org/10.1080/09654313.2019.1701290
  41. I. Van Breugel, X. Maan & Scholten, P. (2015). Mainstreaming in Practice.
  42. B. Parkerson & J. Saunders. (2005). City branding: Can goods and services branding models be used to brand cities?. Place branding, 1(3), 242-264. https://doi.org/10.1057/palgrave.pb.5990026
  43. C. K. Lee, Y. K. Lee & B. Lee. (2005). Korea's destination image formed by the 2002 World Cup. Annals of tourism research, 32(4), 839-858. https://doi.org/10.1016/j.annals.2004.11.006