Browse > Article
http://dx.doi.org/10.9708/jksci.2013.18.7.125

The Process of Brand Building: Seoul city 'itourseoul' brand case study  

Lee, Jaejin (Hankuk University of Foreign Studies)
Yoon, Sung-Yong (Dept. of Accounting, Kyungsung University)
Publication Information
Journal of the Korea Society of Computer and Information / v.18, no.7, 2013 , pp. 125-137 More about this Journal
Abstract
Seoul city provided u-tourism services for inbound tourists' convenience. These services began in April, 2010 and were completed in advanced way by the end of 2011. Seoul city developed a brand fit to the new services simultaneously for communicating it. Recently, there are so many cities in the world that steadily try to give favorable impression and images to people. In the study, we analyze the process of brand building to present a guideline for city brand and tourism service brand building. The study includes a series of brand making process such as environment of brand, customer analysis, design of brand platform, brand hierarchy, visualization of various brand factors, strategies of operation and performances of brand awareness and draw a conclusion and suggest an advice. As for implication, the study shows the necessity of service brand launching plus Seoul official brand(Hi, Seoul), the service brand including ubiquitous concept, development of brand factors with complementarity and observation of systematical methodology.
Keywords
itourseoul; service brand; ubiquitous tourism service;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Lee, Jaejin, and June-suh Cho, "Optimised u-Tourism Based on Consumer Purchase Behavior: Seoul Tour Case Study," Entrue Journal of Information Technology, Vol. 11, No. 2, 2012.
2 Gorlenko, L., and R. Merrick, "No wires attached: Usability Challenges in the Connected Mobile World," IBM Systems Journal, vol. 42, no. 4, 2003.
3 Marco Bevolo, Reon Brand, "Brand design for the long term" Design management journal, 2003(4).
4 Lee, Mi-Kyung, "The Evaluation on Image of Destination Brand Slogan and Relations between Components of Brand Equity," Doctoral Dissertation, Keimyung University, Daegu, 2008.
5 Cho, Hyuk-geun, Brand Management, Seoul: Seohae Munjip, p. 43, 2003.
6 Farquhar, P. H., J. Y. Han, P. M. Herr, and Y. Ijiri, "Strategies for Leveraging Master Brands," Marketing Research, pp.32-43, 1992.
7 Aaker, D. A., Building Strong Brands, New York: Free Press, 1996, p.133.
8 Aaker, David A (2000).Brand Leadership: Building Assets in an Information Economy.New York: Free Press
9 Marshall, D., "Marketing Makes a Difference in Revenue," Journal of Consumer Behaviour, vol. 6, no. 4, pp.164-181, 2007.   DOI   ScienceOn
10 Yoon, Yeong-seok, and Woo-Hyeong Kim, City Branding, Seoul: Unitas BRAND,