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

• The Journal of the Korea Contents Association
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• v.8 no.2
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• pp.140-149
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• 2008

With the advent of local autonomy, local governments are seeking balanced regional development through the decentralization of the central government's authority. In line with this trend, each province has begun to recognize the significance of local identity as a means to promote regional development, and this recognition contributed to developing various brands using local resources. However, a number of these brands are similar to one another because they were developed without thoroughly analyzing and strategically differentiating local identities from one another. Thus, this study aims to propose local characteristics and consumer consciousness that need to be considered in local speciality brand development through practical marine product brand development cases representing Yeosu's local characteristics. This study intends to contribute to setting an effective direction of marine product branding by applying local color to brand development strategies and brand identity elements and by suggesting post-management and promotion plans of local brand positioning.

• Journal of the Korean Geographical Society
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• v.43 no.6
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• pp.873-893
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• 2008

This article focuses on reviewing place branding theories as a major toolkit of 'soft regional development'. Place branding provides sophisticate methodologies to strengthen city and regional image and identity. For effective place marketing practices, four of useful place branding tools are suggested. They include the methodology of place identity development, brand leadership system in local governance, construction of city brand architecture, and evaluation model for city brand equity. A process model is suggested for systematically organizing the diverse tools of place marketing and branding. The model is expected to be used as a framework of strategical soft regional development and planning. The place branding process model is to be an important theoretical and methodological basement of postmodern urban and regional development on which creativity, symbol and signs are more emphasized. More in-depth theoretical and empirical studies are needed. Geographical tradition and knowledge can play important roles in this inter-disciplinary process.

• Journal of the Korean Society of Costume
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• v.61 no.6
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• pp.131-145
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• 2011

The purpose of this study is to provide preliminary data on strategies to create a domestic prestige brand based on Korean traditional designs. This study also deals with how to promote this brand around the world. The two points mentioned above will be accomplished by examining the characteristics of the brand '3.1 Phillip Lim' which succeeded in both design and marketing during a short period of time. The method of the study will be followed. Firstly, the basic design and philosophical background of Phillip Lim was investigated, after reviewing the global luxury market and current status of overseas expansion of Korean designers through paper study and antecedent workups. Secondly, for the practical stage, design characteristics and marketing strategies were reviewed with the collections of '3.1 Phillip Lim'. Three factors found in '3.1 Phillip Lim's design success are as follows: First, practical and simple designs using fabrics of high quality. Second, handcraft elements and interesting details that differentiates his design identity. Third, femininity expressed in the feminine silhouette and color. The marketing elements that made '3.1 Phillip Lim' as a successful brand are: First, differentiated positioning as a luxurious contemporary brand. Second, brand promotion through various collaborations. Third, the gradual expansion of women's, men's, kids' apparel to accessory, lingerie and the stable flagship stores. Thus, '3.1 Phillip Lim' has combined modern and classic styles using high quality fabrics and practical designs with unique details. Through it's differentiated marketing strategy targeting New York's market, which prefers popular 'luxury contemporary brand's rather than high-end luxury brands, this brand's creativity and commercial aspects contributed to make '3.1 Phillip Lim' into a luxury brand that represents New York fashion. Korean designers who seek to enter the global fashion industry should consider applying Korean traditional designs on global designs to make favorable products and localize these products according to regional characteristics.

• The Journal of the Korea Contents Association
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• v.9 no.4
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• pp.198-206
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• 2009

Recently, there has been a trend designing a consistent and uniform regional identity in South Korean provinces as demonstrated by efforts in Chungcheongnam buk-Do. The motivating goals have been to establish an identity for local residents, provide voluntary services, achieve higher value-added business, introduce new management strategies, and establish a local brand through the exportation of local specialties. The by-products of these goals when accomplished include: maintaining a consistent policy, securing governmental economic efficiency of the province, characterizing local culture and improving quality of life. In this study, I tried to find out whether a local logo which is associated with a city plays a core role in the city's identity by comparing each symbol's shape, color and other components which are ways of expressing its meaning. In this respect, I analyzed the type of the Chungcheongnam buk-Do's symbol marks (30) and tried to suggest the desirable direction in developing symbol marks.

• The Journal of the Korea Contents Association
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• v.8 no.4
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• pp.137-146
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• 2008

The establishment of differentiated place image is becoming more important as a cultural tourism development policy in order to secure regional identity and boost regional economy. Place marketing strategies using culturally and historically differentiated regional places is very valuable as part of a regional development strategy to strengthen regional competitiveness. To construct place image as a differentiated brand, place image positioning suitable for a specific place and region needs to be established and comprehensive marketing strategies are required to generate various synergy effects. Based on existing theories and discussions regarding place and place marketing, this study is aimed at seeking for possibility as a cultural activity space and its more efficient use plans by selecting a region which has historical and cultural backgrounds and assets about Hamel's drift and stay. For these purposes, this study investigated historical and cultural backgrounds through a case study and made suggestions about brand making and place image promotion. In addition, this study aimed to examine efficient plans and utilization possibility for comprehensive image construction.

• Archives of design research
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• v.15 no.1
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• pp.379-388
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• 2002

Since policies of each local government toward regional development have been focusing on only development of the individual applied items such as a character merchandise, co-regional brand, and developing a speciality for the region, the adverse effects of design have been came out. So we carried out this research to minimize the adverse effect of design and also we would like to give the opportunity of thinking of a new way to activate local economy, to create regional identity and to develop local resources by applying the Cl program which have bean used as the way of business improvement coping with the conceptional change of competitiveness with a comprehensive view. Therefore, for design to play an important role in regional development, as standing on the basis of regional development it is necessary to attain the various goals such as activating administrative organization, improving the administrative image, and making the local in go unique. And also it is necessary to develop the communicational strategy as an innovative and expressive program which can consider human network development as an regional resource. To carry out this communicational strategy effectively, in particular, it is not only inevitable to operate the strategic and comprehensive programs promoting the regional development according to the of 6 stages design develop cent program which consists of region's self-verification and self-recognition, self-determination, development of self-innovation, visibility to unify the regional images, creating the design system, and carrying out and verifying the program, but also it is necessary to apply regional development system which can change the regional basic plan, aiming at regional development, into unique regional trait that has an future image by improving the program with constant management and feedback through verifying the design program.

• Journal of the Korea Society of Computer and Information
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• v.27 no.8
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• pp.233-240
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• 2022

In this paper, we propose a marketing strategy for traditional markets that lays the foundation for regional economic development by developing traditional markets as regionally specialized tourism resources. This study conducted a survey of local residents and tourists, who are market users, and conducted a factor analysis to establish a market brand strategy using SPSS 25 and a reliability analysis to verify internal consistency. In addition, correlation analysis was performed to verify the significance to confirm the relevance. The analysis results of Anyang Central Market brand tourism products for traditional market marketing strategies are as follows. First, it is necessary to establish a brand identity that activates brand elements and brand criteria and brand positioning. Second, it is required to improve brand awareness, which can elicit brand awareness and brand information and brand memory. Third, it is necessary to improve the brand image that can increase brand association and brand loyalty. Fourth, it is necessary to make efforts to improve brand equity, which can improve brand value, brand concern, and brand life. By developing and proposing marketing policies for traditional markets by utilizing market brand strategies, it can be expected to revitalize traditional markets and local economies as specialized local tourism resources.

• The Journal of the Korea Contents Association
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• v.18 no.5
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• pp.23-33
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• 2018

As there have been many cases where successful regional festivals acts as the promotion of regional brand images and as the driving force of regional economic development, changes in awareness that significantly accepts external promotion effects and the commercial value of regional festivals are greatly expanding. When seen from this perspective, the regional festival, which has Tojeong Lee Ji-Ham, a scholar in the Joseon Dynasty period in the 16th century and Geolincheong as subject matter, is expected to contribute greatly to the establishment of Chungnam Asan region's identity and to the vitalization of the regional economy. He is one of the all-time eccentrics and at the same time he is an intellectual who practiced innovative spirit of the times and a sense of economy for the relief and self-support of common people and the balanced development of the nation during his life. In this sense, the regional festival that is based on Lee Ji-Ham's Geolincheong has meaning and values as a cultural content from and device, which realizes and continues the spirit of the times and the thoughts that he pursued, in the modern context in time and space.

• Proceedings of the Korea Contents Association Conference
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• 2008.05a
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• pp.663-667
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• 2008

This study suggested model that the practical core process of regional city image which are city identity and strategies of the conservation, promotion and development in city development. In this paper compared and suggested city images as the urban culture strategies, its limitation and evolution in Daejeon metropolitan city as regional developmental paradigm. And this paper present the core idea of city brand and guide line for the success strategies of City marketing in Daejeon. We examined the analysis of positioning on differentiation and symbolism as City brand in Daejeon. This paper suggest we understand that city design and city marketing as universal and sustainability design.