• The Journal of the Korea Contents Association
• /
• v.19 no.3
• /
• pp.548-556
• /
• 2019

Effective city brand management provides a variety benefits to the city. The city with brand equity can motivate their customers to visit the city regularly, and it can also affect their recommendation as an attractive tourist destination. This study aims to explore the concept of city brand equity and city reputation as a way to attract domestic and foreign tourists at a time when local governments are interested in and working to strengthen them. Research has shown that the city brand equity can have a positive impact on improving the city's reputation, and that the city brand equity can have a positive impact on travel intention as well. Furthermore, in relation to the city brand assets, the city reputation, and travel intention, it has been confirmed that the city brand equity has a direct effect on the travel intentions and that the city brand equity has an indirect effect on travel intention through the medium of the city reputation. It can be seen that cities should strive to manage the first and second city brand as a way to attract tourists.

• The Journal of the Korea Contents Association
• /
• v.18 no.4
• /
• pp.202-213
• /
• 2018

In order to survive the competition, cities are trying to form an original city brand through attractive city contents. The purpose of this study is to investigate the factors of urban brand formation and to present the framework of the theoretical concept. The purpose of this study is to examine the main factors of city brand formation by examining the precedent studies of city brand, and to suggest new urban brand conceptualization based on this. In this study, we analyzed the factors of city brand which are mentioned in 20 major researches on the evaluation criteria or strategy among the previous studies on urban brands. As a result of the study, the main factors that form the city brand can be classified into 1) landscape factors, 2) administrative factors, 3) historical and cultural factors, 4) cognitive factors, and 5) empirical factors. Based on these factors, it is possible to form an original city brand, which is expected to enhance urban competitiveness in the future.

• The Journal of the Korea Contents Association
• /
• v.7 no.8
• /
• pp.174-181
• /
• 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.

• Journal of Digital Convergence
• /
• v.17 no.3
• /
• pp.129-137
• /
• 2019

The purpose of this study is to investigate the effects of the actual self congruity and the ideal self congruity on positive attitudes toward city through fictitious city brand experiments. Additionally, the moderating role of city brand personality in relationship between brand-self congruity and positive attitudes are examined. This research conducted a survey after developing scenarios of two city brand personality. Frequency analysis to identify the characteristics of respondents, t-test to check the experimental manipulation, multiple regression analysis and chow test for hypothesis testing were performed through the SPSS Statistics 21 program. The self congruity of city brand had significant effects on attitudes toward city, but the moderating role of city brand personality was not significant. Theoretical and managerial implications of the findings were discussed and self congruity is an important variable in brand-consumer relationship in city brand. Finally, limitations of this study and future research directions were discussed.

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

• Proceedings of the Korean Society for Quality Management Conference
• /
• 2009.10a
• /
• pp.266-273
• /
• 2009

도시브랜드의 품질 특성을 중심으로 도시브랜드 자산에 영향을 미치는 요인에 대한 연구를 통하여 최근 관심이 증대되고 있는 장소 브랜드 마케팅 영역을 연구하였다. 본 연구에서는 특히 도시(지역) 브랜드에 특산물이 어떤 영향을 미치는지 연구를 통하여 지역과 지역 특산물의 상호작용에 대한 구조적 인과관계의 이해를 통하여 지역 경쟁력 향상에 실무적인 도움을 주고자 한다.

• Journal of Digital Convergence
• /
• v.19 no.7
• /
• pp.41-50
• /
• 2021

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.

• The Monthly Technology and Standards
• /
• s.65
• /
• pp.13-14
• /
• 2007

도시의 이미지가 브랜드로 발전하려면, 그것이 보장하는 삶의 품질이 있어야 한다. 도시의 이미지를 바꾸는 초고층 건물도 좋지만, 이제는 우리가 좋아할 수 있는 도시의 브랜드를 만들어야 하지 않을까?

• Science of Emotion and Sensibility
• /
• v.13 no.4
• /
• pp.741-752
• /
• 2010

City culture resources are critical elements to city brand strategies for improving city attraction and provide much contribution to induce visitors from competitive city. A city brand needs to be distinguished and differentiated from competing cities because they are all engaged in the similar environment of city. The differentiation of brand achievement has become increasingly important to highlight certain brand functions to include emotional, self-expressive, and symbolic functions since the importance of such functions has been further emphasized in promoting tourism activities. In particular, That is the recent role of city brand personality that has been emphasized in city management. In other words, visitors now freely and actively express their personalities or egos in tourism activities, taking an important role in construction of a brand asset. The study examines how culture resources affect city brand personality, relationship quality, and city brand royalty in the tourism city. The authors test the proposed model using data from Jeju tourists. The pivotal findings via the structural equation model in the study are as follows; 1) culture resources have been classified culture programs, culture infra, human resources, 2) The city brand personality has been classified as innovativeness, peacefulness, sophistication, confidence and dynamics; 3) The culture resources influenced on the city brand personality; 4) The city brand personality influenced on the satisfaction and involvement; 5) The satisfaction and involvement influenced on the loyalty. Results from the empirical study indicates that culture resources have a strong positive impaction on city brand personality. To increase tourist' royalty of city brand personality, managements must manage culture effectively and create friendly city brand personality to in accord with tourist needs.

• Journal of Digital Convergence
• /
• v.12 no.2
• /
• pp.129-142
• /
• 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.