영문요약
Branding Seoul Strategy
Kyung-Mi Lee․Chan-Dong Kim․So-eun Kim
Seoul metropolitan government has made efforts to branding Seoul last decades. Yet there is a lack of strategic approach to define what a brand of Seoul is and how Seoul can achieve more valuable brand equity compared to other competitive cities. This study aims for defining the concepts of a city brand and city branding. In particular, we focus on developing strategic directions for branding Seoul based on strategy system for city branding.
Taking a survey throughout the citizens of Seoul and overseas, we explore the current position of brand seoul in terms of brand equity. To examine the extent to which Seoul has developed branding management, we take a survey towards government officials. The results are ranged from low-medium to medium-high level. Specifically, the global leadership compared to other Asian cities and global cities is taken as the lowest level. We finally elaborate some strategic directions for branding Seoul. Especially, Seoul needs to specify
‘Brand Seoul 2020 Vision’ to develop a unique Seoul branding system based on strategic principles, strategic environment, strategic brand system, and strategic governance.
서울시 도시브랜딩전략 연구
1. Theoretical Background 2. Analysis Framework
1. City Brand 2. City Branding
3. City Branding Strategy
1. Branding Seoul Preparatory(2000~2002) 2. Branding Seoul Introduction(2003~2006) 3. Branding Seoul Take-off(2007~2009)
1. Brand Seoul Equity
2. Branding Seoul Management
1. Branding Seoul 2020 Vision 2. Branding Seoul Environment 3. Brand Seoul System(BS-S) 4. Branding Seoul Governance(BS-G)
Table of Contents
시정연 2010-PR-23
서울시 도시브랜딩 전략연구
발 행 인 정 문 건
발 행 일 2010년 10월 15일 발 행 처 서울시정개발연구원
서울특별시 서초구 서초동
137-071 391
전화(02)2149-1234 팩스(02)2149-1025 값 6,000원 ISBN 978-89-8052-752-6 93320
본 출판물의 판권은 서울시정개발연구원에 속합니다.
