Basic Report

As competitions among regions get severe around corporate capital, tourists, and customers, city and region's brand are more important. In the blurring of national boundaries, brand power becomes one of the important competitive edges in world competition. The local governments of Korea have, thus, tried to increase their brand powers in order to attract and satisfy investors, tourists, and residents.The brand strategies of local governments are implemented through a process from the establishment of brand identity, planning of brand marketing programs to evaluation and feedback on the marketing programs. However, local governments have produced so many brands without evaluating their brand equities and conditions.This study aims to develop brand equity evaluation models that allow local governments to figure the reality and positions of their brand power out and utilize the models for their management strategies.Chapter 2 deals with theoretical discussions. It explains the concepts and components of place brand and variety of measurement models for commodity, corporate, and place brand. Chapter 3 explores the current conditions and realities of place brand strategies that would be reflected into the measurement model of this research.In chapter 4, this study proposes brand equity measurement model based on the investigations on the existing literature and the current practices of brand management. The measurement model is composed of three domains: brand awareness, brand image, and brand attitudes. Each domain is again composed of the three attributes such as residential environments, tourism developments, and investments. Also, one of the provinces, Jeollabuk-do, which has 14 cities, was selected for pilot tests. For the test, questionnaire survey was conducted to collect the recognition and perception of customers: in this case, Seoul citizens as outside customers and Jeonju as inside customers were questioned in the survey.Chapter 5 suggests how the model can be utilized for strategic brand managements. Local governments can identity their weaknesses and strengths in terms of brand identity and management strategies and are able to reconstitute their identities.Along with the efforts of local governments, the central government should play a role in place branding. Central government agencies and the Presidential Council on National Branding that was established in the Lee administration in 2009 should deliberate supports and changes in institutional settings.