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http://dx.doi.org/10.14400/JDC.2021.19.7.041

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

Lim, Haewen (Department of Urban Regeneration, Konkuk University)
Publication Information
Journal of Digital Convergence / v.19, no.7, 2021 , pp. 41-50 More about this Journal
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.
Keywords
City branding; City marketing; Place marketing; City brand; City image;
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