기본연구과제

More and more cities and regions rely on place marketing, in particular, place branding to attract investors, visitors and residents. Place marketing application is largely dependent on the construction, communication and management of the place's image, therefore the object of place marketing is the place's image, which in turn isthe starting point for developing the place's brand.However, the transfer of marketing and branding knowledge to the operational environment of place like city and region proves a cause of difficulties and misalignments, mostly due to the peculiar nature of places in general. Considering this limitation, this study aims to describe and implement place branding of local government as the appropriate way.In this study, following the introduction, chapter 2 deals with theoretic discussions and explains the concepts and components of place brand and place branding in contrast to product brand and product branding and also the process of the brand management model of local government based on the strategic brand management.Chapter 3 examines and analyzes current situation and problems of place branding in the local governments in Korea. For this, contents analysis of Internet homepages of 246 local governments is conducted.In chapter 4, I do case studies with four local government: Seoul Metropolitan City and Gyounggi Province in upper level local government and Ansung city in Gyounggi Province and Sangju city in Gyoungsang Province in lower level local government. Through this, the performances and problems of implementation of place branding in Korean local governments can be lightened.Chapter 5 focuses on the experiences of the overseas cases of place branding in USA, UK and Singapore understanding their success factors and policy considerations. In particular, the experience of place branding in Glasgow in UK gives us significant implications.In Chapter 6, I set up a model of place branding process based on the strategic brand management. It consists of (1) the development of place brand identity (2) the construction of place brand architecture (3) the implementation of hard branding (4) brand communication programme (5) place brand equity evaluation and feedback.And I suggest that implementation strategies in each process can be differentiated according to the types of strategic position of local governments.