The Korea Local Administration Review

This study explores the isomorphic and polymorphic diffusion of ‘local brands’ among Korean local governments. We argue that Korean local brands symbolize local identities by simultaneously embodying the notions of globalization and localization. The paradigm shifts in local development policy of the central government as an institutional pressure have affected the diffusion process of local brands. Although local brands are supposed to be unique and distinctive, we observe a high level of paradoxical similarities among local brands. In addition, we also observe strategic decoupling between the expressions and meanings of local brands. While many local governments use “expressions” of globalization, they interpret the “meanings” of their brands with the concepts of localization.